Creative: Part 1. Keep Your Brand Identity Across Customer Touchpoints

2. Keep the look consistent. “Design elements need to be the same from effort to effort,” say Boyle. Maintaining the same color palette, use of company logo and slogan, and product presentation will help your customers recognize you, she notes. Which of those elements takes focus will depend on the type of effort. “A direct mail piece is very offer- and copy-driven, as opposed to a catalog, which is very visually driven,” Boyle points out.