Home Resource Library Infographic Brand message dilution: 3 Steps guide to achieving consistency

Brand message dilution:
3 Steps guide to achieving consistency

What Is Brand message dilution?

Marketing spends a lot of time and effort creating a cohesive narrative that encompasses the facts and feelings created by their brand. However, a joint study conducted by Forsta, shows that marketing organizations are struggling to create one consistent message across all customer interactions — where every department in an organization, from Marketing & Sales to Technical & Installation teams, communicate the brand story in the same way to customers.

Nearly 60%

of companies agree their brand story is getting diluted before it reaches the buyer.

1. Understand your Customer Truth™

Those companies who report brand message consistency leverage research more fully.

How much does your customer research inform your brand and product messaging?

73% TOP 2 CONFIDENCE

45% BOTTOM 3 CONFIDENCE

2. Engage employees with dynamic learning tactics

Companies with the most confidence in their brand alignment disproportionately use dynamic tactics with customer-facing representatives to drive message consistency

Gap between Top 2 and Bottom 3 Confidence in Brand Alignment

Tactics Driving Message Consistency

3. Ingrain it in company culture

Work on building the company culture that lives and breathes the message.

“We spend significant resources, time, and money to understand and articulate this.”

“We communicate it often. The brand and its messaging is preached company-wide at staff meeting and other meetings throughout the year.”

Achieving brand message alignment throughout an organization is no easy feat. However, these three steps help get closer to a single message, which in turn will reap benefits on the bottom line and with customer perceptions.

Podcasts

Episode 08: Sven Gierlinger | Northwell Health

HX SUPERHEROES PODCAST Episode 08: Sven Gierlinger | Northwell Health Tune in to this episode wherever you get your podcasts. If you found this episode insightful please like and subscribe. Can a patient transform the healthcare industry? When it comes to healthcare, the patient experience goes beyond just the physical. Sven Gierlinger, Chief Experience Officer at Northwell Health, is the vanguard of change in […]

Read more
Episode 08: Sven Gierlinger | Northwell Health
Webinar

How emerging tech could help us tell the Human Experience story

How emerging tech could help us tell the Human Experience story Throughout history, humans have used stories to illustrate their lives and communicate with each other. A story is the fastest way to help your audience understand what you mean. And with just a handful of storytelling techniques – and cutting-edge technology – you can […]

Read more
How emerging tech could help us tell the Human Experience story
Podcasts

Episode 07: Paul Abbott | Amex Global Business Travel

HX SUPERHEROES PODCAST Episode 07: Paul Abbott | Amex Global Business Travel Tune in to this episode wherever you get your podcasts. If you found this episode insightful please like and subscribe. Navigating business turbulence: Amex GBT’s journey of transformation  Picture this: You have just taken on the role of CEO at the world’s largest […]

Read more
Episode 07: Paul Abbott | Amex Global Business Travel

Learn more about our industry leading platform

FORSTA NEWSLETTER

Get industry insights that matter,
delivered direct to your inbox

We collect this information to send you free content, offers, and product updates. Visit our recently updated privacy policy for details on how we protect and manage your submitted data.