Holistic branding

Brands should seek to immerse their customers rather than simply serve them. A carefully considered, well-executed brand identity, applied across all touch-points is the key to instilling true brand loyalty within the customer base and ensuring that your value offer is consistent to loyal, sporadic and non-customers alike. 

A holistic brand is one which provides a consistent experience at all of it’s touch-points. From the logo applications and imagery to the tone-of-voice, each of these elements work together in harmony to create a harmonious, consistent brand. 

To truly solidify a brand’s offering to a customer, the ‘texture’ of the brand should be reconciled during and after the purchasing phase. 

Acquired customers, rather than exiting the sales funnel, should enter a loop. Repeat customers have a 60-70% chance of converting (Paul Ferris - Marketing Metrics) and spend up to 5 times more than the average customer on their subsequent purchases (RJMetrics). Brand inconsistencies at any point of the sales process can contribute to transforming this loop into a funnel. 

To create a holistic brand:

Identify every touch-point

Determine a relevant brand identity

Deliver a brand experience across all touchpoints from the beginning to the end of the customer’s journey

Create a retention and reconversion strategy 

A holistic experience is the most effective way of ensuring that a brand’s values are conveyed and solidified in the minds of all those who come in contact with it.

An interdependent relationship is one where multiple parties depend on each other to excel. Often, these parties can find success on their own, but together they can help each other to unlock a new level of success.

A singular vision, applied throughout every part of a brand converts elements of a brand from being simply assets to being parts of a cohesive and interdependent experiential ecosystem.