Multichannel Creative: Present Your Brand Consistently

Consider why prospects or customers would take notice of your e-mail or Web site:
1. They recognize you.
2. You make it worth their while to look further.
3. You get to the point.
4. You sweeten the pot with an offer.
5. You ask for the order.

How to keep your brand consistent:
1. Organize your brand standards and have them accessible to all who work on your programs.
2. Choose a direct marketing-oriented “brand police” person to review all your printed and online materials to make sure each one:
a. uses your brand elements correctly;
b. is doing the job it’s meant to do; and
c. includes all direct marketing tools if that’s its job.