by Alexandra Rynne, Content Strategy Lead @ LinkedIn Ads
- A unified brand is consistent across all messaging and interactions with different audiences.
- Unified brands make creative bold and unexpected, make all branding distinct and consistent, harness the power of emotion, be “always on,” and balance organic and paid strategies.
- Brands such as Coke, Apple, and Nike have successfully implemented these approaches.
The article “The 5 Key Ingredients in a Unified Brand,” discusses the importance of a unified brand in today’s marketing landscape. The term “unified brand” refers to having a cohesive brand consistent across all messaging and interactions with different audiences, including customers, employees, stakeholders, and more. Companies can increase their brand fame, reach, trust, and marketing impact with a unified brand.
The article offers five key approaches used by unified brands to achieve this, including making creative bold and unexpected, making all branding distinct and consistent, harnessing the power of emotion, being “always on,” and balancing organic and paid strategies. Companies such as Coke, Apple, and Nike are examples of brands that have successfully implemented these approaches.
One interesting statistic provided by the article is that exposing consumer, talent, and corporate brand audiences to each other’s messaging can lead to increased click-through rates and reduced cost-per-click. The article also emphasizes the importance of a brand’s DNA and story in driving its messaging and creativity. Running full-funnel programs will help to keep the marketing team focused on this goal.
As the article notes, a unified brand is essential for any company looking to stand out in a crowded market and connect with diverse audiences. To learn more about how to achieve a unified brand, read the original article The 5 Key Ingredients in a Unified Brand.
Those engaging with organic content will recognize your distinct branding in ads immediately, while those engaging with paid content will look back at your organic and find out you walk the walk.
Alexandra Rynne, Content Strategy Lead @ LinkedIn Ads
5 key things the most successful unified brands do. LinkedIn. (n.d.). Retrieved March 30, 2023, from https://www.linkedin.com/business/marketing/blog/brand/key-ingredients-in-a-unified-brand