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How to Build
Brand Consistency
A comprehensive guide from HubSpot and Brandfolder
 Table of Contents

INTRODUCTION .................................................................. 03

CHAPTER 1 ........................................................................ 05

Evaluating the Current Brand

CHAPTER 2 ........................................................................ 09

Creating a Strategy for Brand Consistency

CHAPTER 3 ......................................................................... 14

Streamline Consistent Content Creation

C H A P T E R 4 .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 8

Activate Brand Presence

CHAPTER 5 ........................................................................ 24

Monitor and Measure Brand Activity

CONCLUSION......................................................................27

How Brands Put These Pieces Together

How to Build Brand Consistency 2

Introduction
 Brand consistency,
by the numbers In this guide, we’ll
define brand consistency and
how to maintain it. We’ll cover
Of consumers,
building your organization’s brand
86% say authenticity 81% will buy architecture, setting a brand
is key in supporting a brand based on brand trust
strategy, streamlining
– S TAC K L A – EDELMAN
content creation for aligned
campaign activity, and
For companies, monitoring performance
Revenue Amount of value for continuous
increased 33% increased 20% improvement.
from brand-consistent for consistent brands
activities – L U C I D P R E S S – B E N E AT H T H E B R A N D

First impressions. No matter what anyone tells you, they’re not everything. Especially when it comes
to your brand. You know what is everything? Consistency. It’s how the best brands keep their audience
coming back time and again.

In today’s digital landscape, breaking through the noise is increasingly difficult. With competition
across so many different channels, how do today’s audiences decide where to direct their attention?
It ultimately comes down to personally aligning with a company’s values.

Your brand is built from carefully chosen elements. This includes not only visual aspects but also the
mission and values that define your company’s purpose. These values should align with the audiences
you aim to reach.

As your brand presence takes shape across a growing number of platforms, inconsistencies in those
brand elements will directly undermine their impact. Brand consistency builds a strong foundation from
which audiences will better be able to understand a company. The result is brand trust, loyalty,
and ultimately, the driving force of repeat business.

How to Build Brand Consistency 4 Introduction

 Chapter 1:
Evaluating the Current Brand
 First, what is brand consistency?
Brand consistency is how an organization delivers messages aligned
with its core values and mission, culminating in a cohesive brand
experience.

Ultimately it comes down to how “on-brand” your company’s communications and

campaigns are with your established brand guidelines and identity. More than ever
before, brands can be built in an instant, and in turn, they can fall just as quickly.
Those brand details must be carefully thought through and communicated clearly
to avoid limiting their impact.

Changing business objectives and priorities can complicate how brand guidelines are
followed. A successful brand is one with longevity. Built up over time by being flexible
enough to adapt to the current market trends and expectations while remaining
consistent.

What is brand architecture?

The activities at an organization that can impact brand consistency are far-reaching.
This is especially true for marketing, sales, customer experience and any other team
that has an external presence. Keeping everyone on the same page relies on a clearly
defined brand architecture.

Brands have different structures for defining how brand responsibilities are
organized. Internal confusion will, one way or another, also reach potential
customers. Making sure brand architecture is clear within your organization
will help ensure your brand’s message is clear in the content it produces.

How to Build Brand Consistency 6 Chapter 1 – Evaluating the Current Brand

 Common forms of brand architecture
BRANDED HOUSE

The most straightforward brand architecture is the branded house. In this case, the company has a
single, overarching brand. Identifying these brands is simple, but as the size of the organization grows,
it can get complicated. Some examples of the branded house include FedEx, Virgin and Google.

HOUSE OF BRANDS

In a “house of brands” structure, the master brand takes a backseat, giving the sub-brands the
freedom to shine on their own. The sub-brands that fall underneath the house brand maintain some
autonomy. This type of structure helps maintain brand consistency by reducing the number of teams
and activities that any one brand needs to be focused on managing. For an enterprise organization,
multiple smaller brands are simpler to maintain with consistency than one giant brand. A good
example is Procter & Gamble whose sub-brands include Head & Shoulders, Crest and Tide.

HYBRID BRAND

Similar to the house of brands structure, endorsed brands are allowed to have their own identities.
The difference here is that everybody knows that the master brand is behind it all. Typically the smaller
brands are the most recognizable, but behind the scenes, brand consistency is coming from the top.
Examples of hybrid brands include Sony Playstation, Nescafé by Nestlé and Polo (Ralph Lauren).

How to Build Brand Consistency 7 Chapter 1 – Evaluating the Current Brand

 Audit Current Brand
If your brand isn’t new, then it’s bound to have pre-existing content. Any effort to truly establish brand
consistency needs to first have a complete view of the current brand. What campaigns have been
launched? What is the sales team using during outreach? What’s featured, not only on our website
but on other websites that mention us?

Answers to these questions will begin to paint a picture of where and how the brand is making an
impression. Documenting these items in an audit will help identify where there is already inconsistency
with your brand and allow you to form a plan for addressing those issues.

CONTENT AUDIT

A full content audit benefits your brand in a number of ways. By knowing what documents, images, ebooks,
blogs, videos, slide decks, and the like are already created, you can both identify brand inconsistencies and
maximize available resources. These are some categories you can assign to your content during the audit:

Title

Publish Date

Campaign (Is it part of a launched campaign?)

Asset type (video, graphic, blog etc.)

Location (Where does it exist?)

Metrics (How is performance measured?)

Audience

Language

Funnel Stage

This information will organize how you address each piece. Getting them all in one place prevents any
inconsistent content from slipping through the cracks or inadvertently making changes that have a negative
impact on something that is currently bringing your brand value.

Certain content may be able to be repurposed or refreshed, limiting the amount of work needed to create
new content. Some will likely turn out to be useless, and that’s okay too. You’ll be aware of that content, be
able to remove it from circulation and make sure it isn’t drawing the wrong kind of attention to your brand.

How to Build Brand Consistency 8 Chapter 1 – Evaluating the Current Brand

Chapter 2:
Creating a Strategy for
Brand Consistency
 Brand Strategy
A brand strategy is a long-term plan developed to help your company achieve
specific goals. Brand consistency is core to how that strategy creates a unified experience for
target audiences to build lifelong customers and engagement based on brand trust.

A cohesive strategy includes every branch of an organization and permeates across a brand’s daily
activities. Since some teams are naturally more immersed with your brand than others, giving
everyone a central source of truth is a crucial step to success. In this chapter, we’ll cover how a
brand is built with consistency in mind.

BUILDING BRAND ELEMENTS INTO GUIDELINES

The first step to maintaining brand consistency is establishing exactly what you aim to be consistent
with. This is where a fully developed brand guide comes into play. It’s a one-stop shop for all things
needed to create for your brand.

Where do your brand elements live? Brands can avoid many brand consistency issues from ever
happening in the first place when teams know where to find those details. A brand guide should
be clearly communicated, widely available and easily accessible.

Free Resource: Brand Guide Template

Important Elements
of a Brand Guide
LOGO
Over 60%
A logo is arguably the most memorable piece of a brand’s collateral. of marketers
For example, when you think of Nike, can you see the swish? If you admit they have to use
hear McDonald’s, does the image of those Golden Arches flood Google to find their
into your mind? Logos provide an opportunity for customers to own logo.
automatically associate products or services with any given brand
itself. Making sure everyone has easy access to the right format
and a high-quality version of this important asset is essential.

How to Build Brand Consistency 10 Chapter 2 – Creating a Strategy

 Important Elements
of a Brand Guide (cont.)
TONE AND VOICE

What does your brand sound like? Are you irreverent? Silly? Professional? Academic? All of the above?
This may fluctuate somewhat between channels. Emails may be more formal, and social media may be more
casual. That’s totally fine! But there should still be a unifying factor; a blanket mission statement or mantra
that all content adheres to. Remain true to your mission statement, both when promoting the positive aspects
of your brand and when responding to negativity.

COLORS

You know branding is done well when seeing certain colors immediately calls to mind a particular brand –
even when those brands’ names are nowhere nearby. A good color scheme can go a long way. As you know,
there are an unlimited amount of colors out there and when it’s even slightly off, people will take notice.

FONTS

Similar to colors, that are about as many variations as you can imagine and even slight inconsistencies will
catch people’s eye. It can be hard to distinguish which fonts should be used when. Having clear guidelines
for which fonts should be used as headers, descriptions, body copy and so on, will streamline the way teams
put it to use and help remove the uncertainty that leads to inconsistency.

I M AG E S

The images you share, regardless of the platform, should take into
account all of your other elements. This means they should reflect
the tone your brand has set out for itself, follow your color palette
and include your brand’s logo. Be methodical in your selection,
approvals and permissions to guarantee that your visual identity
is just as strong as your written one.

How to Build Brand Consistency 11 Chapter 2 – Creating a Strategy

 Creating Buyer Personas
Who is your ideal target customer? To most effectively target
your customers, you need to know who they are.

A buyer persona is like a character profile of your ideal customers: who they are, what
they want, what their lives are like, challenges they face, who they interface with or are
influenced by, the tools they use, and more. These details help you understand their
underlying motivations for engaging with your brand and pain points your product aims
to solve.

Personas help add real world context around the brand you’re trying to build. All creative,
blogs, white papers, and other inbound content should be designed with buyer personas
in mind to make sure you’re speaking their language. This helps your brand connect with
customers on a more personal level, and identify topics where there is mutual interest.

Free Resource: Make My Persona

Important Components of a Buyer Persona

DEMOGRAPHICS

By understanding some of the key demographics for your target

market – i.e. gender, marital status, personality traits, age range,
or income level – you begin to get a sense of who your customers
might be and can begin to narrow down their range of interests.

ROLE AND SENIORITY LEVEL

This is particularly important for all the B2B folks out there.
Even though you’re selling to a business, you’re still dealing with
a person within that business. What authority do they have in the
decision-making process with regards to making this purchase?
Better understanding their role and decision-making power
helps you frame the conversation with them in a way that’s
aligned with their specific goals.

How to Build Brand Consistency 12 Chapter 2 – Creating a Strategy

 Important Components
of a Buyer Persona (cont.)
D A I LY A C T I V I T I E S

If you can piece together your buyer personas’ routine on a typical day,
you’ll have insight into what occupies their time, and what is and isn’t
important to them. If you can align consistent messaging around what
your customers care about and link it to a relevant value proposition,
then your brand could have a place in their natural thought process.

PA I N P O I N T S

What keeps the buyers up at night? How do you validate and connect
on an emotional level? Part of brand consistency includes also being
resourceful. Are you providing valuable information that addresses real
world issues? The brands that earn brand loyalty often provide solutions
outside of their product alone, providing genuine support that makes
their audiences’ lives better.

OBJECTIONS

Every business faces objections. While personas can provide guidance,

individuals are more complex. The way unique situations are addressed
must remain true to brand values. As potential customers work through
their concerns, they’ll want to see that your brand not only talks the talk
but walks the walk.

A F F I L I AT I O N S

What groups do your buyers belong to? Where do they get their
information? What causes are they passionate about? A better
understanding of what they (and their business) find important will help
you identify common goals and better reach them where they choose
to be. Everyone wants to be part of the club of their choice, your brand
could be one of those choices.

How to Build Brand Consistency 13 Chapter 2 – Creating a Strategy

Chapter 3:
Streamline Consistent
Content Creation
 With any growing brand comes a need for increased content production.
As you look to support the various teams and campaigns, the speed of that
production can be at odds with your brand consistency efforts.

Approvals, permissions and other safeguards that ensure only on-brand content are put to use can
inevitably lead to bottlenecks. These steps are necessary to maintaining brand consistency but they
don’t need to become a roadblock to other business objectives or efficient growth. This chapter
covers how content production can be streamlined without jeopardizing brand consistency.

Establish Creative Workflows

Content is how you showcase the knowledge your business is built around. Your content allows
your customers to begin to identify with the topics and issues you value.

It can offer advice, provide thought leadership on something timely, give a step-by-step guide
to solving a particular problem, or just tell an anecdote that your customers will find relatable.

Whichever types of content your brand aims to create, the process of getting those assets from
concept to distribution deserves a focus on efficiency. Together, the steps of that process make
up your creative workflow.

What is Collaborative Work

Management (CWM)?
Collaborative Work Management is a tool designed to organize the way teams plan, capture,
manage, collaborate, automate and report on work, like Smartsheet. Projects can span multiple
teams and include different layers of approval making the ability to manage workflows within a
single platform vital to collaboration. Throw in remote or external teams and production nearly
grinds to a halt without it. As your brand’s workflows take shape, CWM can provide a system
for ensuring that projects stay on track and on brand.

Some workflows are clear and others, not so much. In order to support the creation and growth
of those processes, the discipline of creative operations has emerged to help creative teams be
more effective.

How to Build Brand Consistency 15 Chapter 3 – Consistent Content Creation

 What is Creative Operations?
Creative Operations – also known as “Creative Ops” – is a fast-growing role that supports the work
of creative professionals. It’s a practice that’s taken hold mostly at enterprise-level companies and in-
house creative agencies, but its application is relevant to any creative team.

Learn more about Creative Operations here.

As projects and creative requests come in, creative operations keep workflows running. With a deep
understanding of brand guidelines, the function of the creative op can keep projects progressing
through completion without other teams needing to double-check for brand consistency. This frees
the creative team to work on the creative tasks and getting finalized content in the hands of those
that need them more quickly.

Personalize Brand Activity

Not only has the volume of content and creative production increased but so too has the expectation
for more personalized brand experiences. Targeted digital campaigns and dynamic content have
allowed brands to reach audiences more directly. It’s great for the customer experience, but
problematic for a company’s creative workflow.

Personalized content multiplies the steps and number of assets needed to support any given
campaign. Instead of a single asset with a single message, numerous versions are designed to be
hyper-targeted to individual audiences. With each added moving part to the process comes the
potential for brand inconsistency to slip through the cracks. It’s something to keep in mind when
adding personalization to your content and adapting your brand consistency strategy to meet that
creative workflow.

How to Build Brand Consistency 16 Chapter 3 – Consistent Content Creation

 Create Brand Templates
What if there was a way to streamline the creation of personalized content, reduce the creative
team’s workload, and put a lock on brand consistency at the same time? Sounds too good to be true
but there is one strategy you can use that does just that. Many brands have turned to templates to
support variant content usage. A brand template gives your creative team the ability to create a single
asset that can then be edited by other stakeholders in the organization.

There are different ways you can go about creating templates, but they should
include these properties if they’re truly going to impact content creation and
maintain brand consistency:

LOCK DESIGN ELEMENTS

The power of designating exactly which elements of your template should be solely in the hands of
those owning brand consistency. Your creative team should have the ability to assign how teams can
customize aspects like text, images and colors. This could mean giving specific options for how those
elements can be customized or locking them in place.

A P P R O VA L S E T T I N G S

Even with tight control over the creative elements of a template, they likely will need to go through
an approval process. It’s no secret that approvals can be one of the greatest bottlenecks to creative
production. It’s important to think through what your organization’s steps are and how you can add
efficiency to that process while also maintaining version control.

F O R M AT T I N G O P T I O N S

Custom and personalized content isn’t of much use if it doesn’t fit the specs that stakeholders need.
And sending those repetitive tasks back to the creative team defeats the purpose of templates in the
first place. Make sure that when a template is designed and released for use, download and sharing
options are made available to suit each purpose of that asset.

How to Build Brand Consistency 17 Chapter 3 – Consistent Content Creation

Chapter 4:
Activate Brand Presence
 Now that you’ve built a strategy around brand consistency and
added workflows that streamline creative production, it’s time to
put those assets into action.

While you’ve laid the foundation for your brand presence, you’ll need to take steps
to ensure that voice is amplified across channels. In this chapter, we’ll cover the
importance of keeping all teams that touch your brand on the same page while
opening the door to content distribution.

Build a Central Source of Truth

The unfortunate truth is that 78% of a brand’s assets go to waste. That adds up to
a lot of time and money. This is often the result of teams simply losing track or not
knowing what content exists.

Assets can end up collecting dust in a variety of ways:

  Buried in an email thread

  Stored locally on someone’s computer

  Added to a disorganized cloud storage folder

  Multiple platforms with multiple versions

  Stakeholders are unsure how to search

It all amounts to chaos and it’s the enemy of both efficiency and brand consistency.
Instead of wasting time searching for an asset they might not even be sure exists,
stakeholders will often just request them directly from the creative or marketing
team. They may decide it isn’t worth the time and give up. Or worse yet, try to
create their own asset. How hard could it be, right?

A central source of truth eliminates confusion by providing a single location for all
teams to access their brand needs. This is done most effectively with digital asset
management (DAM) and there are some main focus areas when aligning teams for
content distribution.

How to Build Brand Consistency 19 Chapter 4 – Activate Brand Presence

 Asset Organization
The most important aspect of building a central source of truth is creating a clear structure
for asset organization.

When thinking about how to organize content, consider these questions:

  Which teams need access?

  What campaigns are we running?

  What types of assets do we have?

  Which audiences are these assets designed for?

You likely won’t need to take into account each of these details but it will help identify the structure that
makes the most sense for your business. Knowing which assets are most likely to be relevant to the right
groups of your company will allow them to self-serve their needs and get content into use.

Taxonomy and Tagging

While you may know where to look, you still might not always know exactly which asset you’re looking
for. Oftentimes you have a project or purpose in mind for an asset, but it might be just right for another
purpose you haven’t even considered yet.

This is where taxonomy and tagging helps. When uploading assets for distribution, attaching relevant
keywords will make them more searchable. Think about how people are searching for assets and what
terms they’d typically use. Be sure to attach any relevant terms to all your assets, streamlining their
search for any purpose.

Permissions and Approvals

Asset distribution isn’t always straightforward. With different versions and iterations in the works, brand
consistency depends on making sure the wrong assets don’t accidentally fall into the wrong hands. When
building your central source of truth you’ll need to add steps for approval so that content is immediately
distributed when ready and permissions so that users only access the correct assets.

How to Build Brand Consistency 20 Chapter 4 – Activate Brand Presence

 Extend Brand Externally
We’ve now covered how brand consistency operates inside your brand. But there’s a whole other
piece to the brand presence puzzle. External teams and relationships account for a significant
portion of many brands’ activity.

These external relationships can include agencies, contractors, publications among others.
And their involvement with your brand can take place at any point of the content creation and
distribution processes. Naturally, brand guidelines are just as important – if not more so – than
what you’ve established internally.

Collaborate with External Partners

Extending the reach of your brand beyond the confines of your organization opens the door to
brand other consistency concerns. By providing those same brand guidelines, those issues can be
mitigated.

The longer and closer a relationship is with an external partner, the more familiar they will become
with your brand; but their activity will still fall outside of your established creative workflow.
Access and oversight of work that’s done with external teams will often involve additional steps.

Get an understanding of your partners’ workflow. With that insight, you’ll be

able to more easily adapt your own to align with those expectations.

Communication can be a challenge. The same tools and face-to-face interaction you benefit from
internally daily don’t exist with these relationships. This includes access to your central source of
truth for brand content. If working extensively with these partners, it’s important to have a strategy
ahead of time to ensure those bottlenecks don’t get in the way of productivity. How will you get
external partners what they need? And how will you do it securely? Collections and portals found
in DAM are one quality option. Much like permissions, you can create a group of assets, specific
to what your partner needs. You then send a simple link that grants partners access to those assets
and those assets alone. It works the other way as well. A feature like “share links” provides one
way to bridge the gap. These are a unique, secure URL designed to receive content from external
partners, directly into your DAM for review.

How to Build Brand Consistency 21 Chapter 4 – Activate Brand Presence

 Implement Across Digital Channels
In every way, a company’s content is its brand online. It’s the company’s salesperson, its store,
and its marketing department. It’s the company’s story. More and more a brand’s presence is a
digital presence. There’s a good chance that your digital activity represents the majority, if not
the only type of interaction audiences have with your brand.

Some of the primary digital channels

for brands today include:
WEB

Your website is the face of your company. Make sure your site is simple to understand and
navigate, your logo transitions seamlessly from page to page and that the little details like the
font and color palette remain constant. Those design elements, however small they may seem,
are an essential part of the brand.

Check out some of the best website examples here.

SOCIAL MEDIA

One of the things that set digital marketing apart from traditional marketing methods is the
opportunity to create a two-way conversation with your customers. Whether it’s paid or organic,
this is what social media is all about for brands. Since maintaining an effective presence on every
single social platform simultaneously is impossible, it’s important to determine which ones will
best help you reach your target personas.

Check out some of the best social media campaign ideas to try out here.

EMAIL

Email remains an integral and effective piece of a brand’s marketing strategy. From newsletters
to product updates, it’s often the most direct way to reach your customers with important
information. The frequency, design and types of email communications you send can have
a large impact on your brand.

Check out some of the best email marketing campaigns here.

How to Build Brand Consistency 22 Chapter 4 – Activate Brand Presence

 Adding Dynamic Content
Keeping your brand consistent across channels should be covered by the guidelines you’ve placed in the
creative workflow. But what happens when those change? If you’re going through a rebrand or updating
a piece of content, it can be challenging to find every instance where it’s been used. Not to mention the
amount of time it can take to go and replace those necessary assets one by one. But there could be a
better way.

Content delivery network (CDN) links can be a useful tool for the brand consistency toolbox. If your assets
are stored in a digital asset management platform, you may automatically have a CDN link available for
every asset. When adding content to digital locations such as your website’s content management
system (CMS) or an email build, a CDN link can be copied directly into the appropriate field or HTML for
publishing. The real beauty though, comes when you need to update those assets. Because CDN links are
dynamic, when you replace an asset with a more up-to-date version in your DAM, it will update that asset
wherever the associated CDN link is used.

How to Build Brand Consistency 23 Chapter 4 – Activate Brand Presence

Chapter 5:
Monitor and Measure
Brand Activity
 Once your content is put into play, your brand presence will (with a little luck) begin
to grow. But how will you know? Keeping track of where your brand is finding
success and where it isn’t is vital to continuous improvement.

As you learn about your brand, things will change. And with change comes the potential for brand
inconsistency. Monitoring your content means evaluating metrics, but also keeping track of what content
exists where. Your control of brand consistency extends only as far as what your brand creates and
circulates. Still, you’ll want to also monitor how others are mentioning and interacting with your brand.
Together, all this information will paint a more accurate picture of the impression your brand is leaving.

Knowing When and How to

Improve Your Brand
Before jumping right into the results, decide ahead of time which types of brand consistency incidents
need immediate attention. Then, develop a response plan and assign teams to handle each outcome.

Which types of issues will which teams handle? If there’s an off-brand logo you notice is in use, what
steps need to be taken to replace it and make sure it doesn’t happen again?

Being prepared for these instances is critical for maintaining the good brand you’ve built up. But the key
is timeliness. Any problem can be resolved, but the longer you wait to respond, the greater the potential
for negative impact on your brand.

How to Build Brand Consistency 25 Chapter 5 – Monitor and Measure

 Metrics to Measure
Not all aspects of your brand were created equal. As you continue to optimize with brand consistency, you
need to have an eye on asset performance. To begin the process of monitoring your brand, here are some
metrics that you can measure to begin seeing the full picture of how your brand is interacted with and
perceived by the public:

KEYWORDS SOCIAL MEDIA

Monitor your keywords to determine which Find the social media content which results in
one(s) result in the most click-throughs to the most engagement, and track whether that
your homepage. engagement leads to revenue-driving behavior
in the future, and at what rate.
BLOGS
MENTIONS
See which blog content drives the most
comments, social shares, and inbound links. Monitor your mentions on social media, and
specifically those mentions including questions
EMAIL so you can keep a pulse on how people are talking
about your brand.
Find out which email content drives the most
forwards and reconversions, and to what
G R O W T H R AT E
segment of your list that content goes, so
you can better align future email campaigns Measure the growth rate of your social media
with other content that elevates your brand. accounts by selecting a reporting period. Then,
calculate your new followers over that specific
L A N D I N G PA G E S period by dividing your new followers by your
total followers.
Learn which landing pages result in the highest
purchase volumes and most lucrative average
sales per customer.

LINKS

Test which links get the highest click-through

rates on different platforms and make sure
they’re up to date, regardless of what
campaign(s) you’re currently running.

How to Build Brand Consistency 26 Chapter 5 – Monitor and Measure

Conclusion
How Brands Put These
Pieces Together
 In many ways, brand building has remained similar over time. The customer is still
always right and brand recognition is still one of the main goals. What’s different is
the way you get there and the tools available to make it happen.

Brandfolder + HubSpot Media Bridge:

Seamlessly connecting customers with brand-consistent content via CRM and DAM.

Audio and visual content are becoming essential to how brands reach their audience. Taking that
content through completion and distribution is now simplified with the Brandfolder + HubSpot
Media Bridge. Learn more about it here.

Customizing, tracking and sharing media is now simpler than ever by connecting your CRM and DAM.
See how Media Bridge will enable HubSpot App Partners to provide our shared customers the ease of
use and power they deserve.

There is more opportunity than ever, but there is also more competition. Audiences have also adapted.
Through all the noise, individuals have had to adapt the way they learn about and choose the brands they
decide to interact with. It’s a more conscious effort all around. The result is customers looking to identify
with brands they can trust with their attention and companies looking to provide that value through
genuine brand consistency.

How to Build Brand Consistency 28 Conclusion

 The CRM
platform your There’s a better way to grow.
whole business HubSpot’s CRM platform has all the tools and
will love! integrations you need for marketing, sales,
content management, and customer service.
Marketing, sales, and service software Each product in the platform is powerful
that helps your business grow without alone, but the real magic happens when you
compromise. Because “good for the business” use them together.
should also mean “good for the customer.”

GE T FREE CRM

Distributing your assets shouldn’t

be a struggle.

An intuitive Brandfolder helps teams at manufacturing and

way for your consumer goods companies easily distribute

the right digital assets to all internal and

stakeholders to external stakeholders.

find what they With Brandfolder, it’s easy for users anywhere

need, when
in the world to access the correct asset versions
from a cloud-based, single source of truth. Pull

they need it. SKU or product information directly from your

PIM into Brandfolder.

See how Brandfolder helps

FINIS launch efficient and WATCH NOW
effective campaigns:
How to Build Brand Consistency 29 Chapter 5 – Monitor and Measure