Tell a consistent story with your marketing material and increase sales

Is your company communicating a consistent story? To confirm, you should conduct a Marketing Message Audit. During the audit you should gather all your marketing materials; sales brochures, presentations, business cards, sales kits, direct mail pieces, press releases, websites, invoices, direct mail pieces, advertising pieces, etc. The collection of pieces should be spread out side by side and compared. During the comparison you should look at logo usage, images, colors, text, examine the copy with an eye on what is content and tone. If the materials do not align in look, feel, and message then it is time to develop a marketing communication strategy to align messages. The marketing department should become the central point of content development to ensure message alignment and brand consistency. It is much easier to maintain standards through a centralized resource in marketing than across multiple departments. With a single voice and message alignment it will become easier for customers to know what you do and you will increase your mindshare which will lead to increased sales.