Brand Consistency in the Digital World

By Ray Baird

Peter Bohenek is the President and Co-Founder of Rhythm Interactive, a full-service digital marketing agency located in Irvine, California. With more than 17 years of marketing and business strategy and development experience, Peter and the team at Rhythm Interactive take a strategic approach to all digital marketing campaigns to ensure client objectives and business goals are met. Learn more about Rhythm Interactive by visiting, and @rinteractive.

With all the different channels available to get your message out to consumers, maintaining brand consistency can be a daunting task. Making sure that your tone, visual elements, tagline, logo and all your engagement efforts conform to your brand guidelines throughout all marketing tactics is a disciplined system of checks and balances. From more traditional print ads and POS signage, to your website, e-marketing campaigns and social marketing, your overall brand strategy and positioning need to remain consistent.

At Rhythm Interactive we work with clients from many different industry sectors. Whether B2B or B2C, we work to understand our client’s brand strategy and their business goals so that we can effectively execute digital campaigns that strategically align with their brands and achieve business goals.

In this day and age, a company’s website is really the hub for brand marketing efforts. With more and more consumers searching online for specific products or services, companies need to make sure that their brands are properly positioned via their website and all digital marketing efforts. How is this done?

Tips to Maintaining Digital Brand Consistency

    1. Have Solid Brand Positioning & Guidelines In Place

Ideally, when clients come to us to plan and execute their digital marketing strategies, they have already invested the time to define their brand, their unique point of differentiation and their brand guidelines. Having this framework allows for a solid foundation to begin working around and saves a great deal of time on behalf of both parties involved. If you don’t have a solid brand strategy, Rhythm Interactive can work with you on this during our initial discovery phase, but for high-level branding and related strategy, we would recommend BrandingBusiness.

    1. Always Consider Overall Business Goals

When it comes down to it, all your digital marketing efforts should be tied to your business goals and objectives. Make sure that your messaging effectively communicates the action you want your audience to take and make sure that this messaging is consistent through all your marketing efforts be it your e-marketing campaigns, videos, website call-to-actions, your social marketing messages, etc. The tone and wording should remain consistent throughout.

    1. Always Consider the Customer

You need to listen to the customer and what their needs are. You want to truly engage with your customers via all your marketing efforts. Unlike traditional, one-way communication with consumers, digital marketing offers more interaction with your target audience. Whenever you get the opportunity, solicit feedback to make certain that your brand is relevant, authentic and well positioned. Learning from your customers can help you understand if your brand is well received or if it’s time to take steps to rebrand.

Tune in to a recent radio show where Peter Bohenek dives deeper into Applying Brand Consistency to the Digital World.

Topics covered include:

  • How Rhythm Interactive works with clients to develop online marketing strategies and advise clients on different tactics to engage consumers
  • The importance of evaluating marketing efforts on a consistent basis
  • How digital is changing the brand experience with a real look at social marketing