Industry EYE: Shop Talk - Marketing - Make Branding & Selling Work Hand in Hand

4. Keep your brand's look and feel consistent in all your channels, throughout all touchpoints with your customers. Unify operations by having a core team rather than managing web, email, print and retail in silos.

5. Don't allow a designer's style to interfere with the most basic things customers want — ease of reading, clear visuals
and ease of ordering.