This is an excerpt of the interview with Lidia Lüttin, CMO at Bynder – our 2015 Brand2Global Platinum Sponsor, published in the 2015 Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition.
Lidia Lüttin is a digital marketing specialist with expertise and an eye for innovation in global marketing strategy and research and is currently the Chief Marketing Officer of Bynder.
Let’s get talking – global brands, automation and marketing to marketers… with Lidia Lüttin.
BQ – How do you believe a clear and consistent brand can help improve a company’s bottom-line?
Lidia – Brand consistency refers to the delivery of a consistent portrayal of a brand across all marketing and communication channels. This includes the use of colors, logos, and fonts on the website, advertisements, social media, point of sale, as well as the transferred philosophy and attitude. Regardless of the number of marketing channels being used to share a message or even markets covered, consistent customer experiences are key.
Inconsistent branding can have a tremendous effect on the brand experience, and eventually brand equity , so ultimately a company’s bottom line. Brand identity should work across all channels, as brand consistency affects a company’s success in many ways:
Delivering a consistent brand message makes a specific brand easier to recall, creates a sense of trust, and affects loyalty and brand evangelism, which is directly connected to company revenues. Moreover, consistency helps brands establish a more powerful presence, as it leads to an increased awareness in the marketplace, ultimately resulting in higher sales and profits.
Last but not least, I think it plays a major role in facilitating trust and building a relationship and supporting dialogue with customers.
BQ – What are the specific benefits or challenges you face within your own marketing, considering your target audience are themselves marketers?
You can read the full interview online at BrandQuarterly.com as an individual website article or check out this and much more great global branding and marketing content in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition.