It can also be called comprehension about the company’s vision, customer’s perception of company logo and even who that customer is? Having clarity also means complete information about your customers, their characteristics, their product usage style and frequency and interests. The company must also know what the customers think that you do differently from your competitors.
When the company is confirmed about their vision, they will impart this image everywhere. The logo must be able to convey the same brand attitude. It is important because all decisions of font, colours of the website, layout of brochures, stalls at trade shows must be done in a creative but consistent way.
The brand marketing material must be consistent with the overall image of the company and the objectives of the brand awareness campaign. For example, if the packaging of the product is not relatively similar to the logo and tagline then the strategy lacks consistency. The effort to keep the product logo, tagline, written material consistent must be done to make it recognizable and identifiable with the brand.
Creating brand awareness successfully requires the total effort to be cohesive and well developed with the overall image of the company’s vision. It should be done in a way so that one message is sent on all mediums.