Business Essentials: Brand Cohesion


When it comes to creating a recognizable brand for your business, the process in and of itself is tough enough. First you have to find a name that isn’t already in use, which manages to describe your company and have a sense of “wow” about it. Then you need to figure out what your business stands for and how you want your customers to perceive you.brand cohesion

You would think, when all that is done, that you’ve mastered the branding side of a business. However, though you’re definitely close to having done so, you’re not quite there yet – there’s one essential tool that you’re missing.

Ensuring you know the secrets of brand cohesion and how to apply it to your business is the missing link in your strategy – so it’s definitely time for a catch up.

What Is Brand Cohesion?

The idea that your brand – your business, in fact – should be cohesive across all platforms is an enduring one, and for good reason. Put simply, you want your brand to have an identity, a personality, in just the same way that a human being does.

You want your company to be recognizable, identifiable by customers, associated with certain areas of business or products that you offer.

This aspect of business doesn’t just happen overnight. It has to be a concerted effort to guarantee that you’re projecting the same image of your business, no matter what the medium may be. This is something you have to strategize rather than having it evolve naturally.

Where Do You Begin With Good Brand Cohesion?

The first step is a digital one. You’re going to need everything about your online presence to relate to one another. So if your business is Amazing Things (LTD), then you’re going to want:

  • To focus on choosing the perfect domain – has some great tools that can help you with this. You need it to be as close to “” as possible, too. Sometimes your name might already have been taken, in which case, “” or “” are good solutions.
  • Your Twitter username should be as close to your domain as possible, so @AmazingThings or @AmazingThingsCompany
  • You Facebook vanity URL should be much the same; – has a great guide for setting up your vanity URL.
  • And so on and so forth, keeping to the same – or as close as possible – wording to connect all of your online presence.

How Do You Brand Cohesively Offline?

Many companies utilize color for cohesion. If you stick to the same color scheme (two or three colors works best), then all of your material and promotional items will look the same. Continuing the same font is also important.

What Is Important Both On And Offline?

By far the most important thing for brand cohesion in any sphere is the language you use. You need to decide on how you’re going to present your business through both your website and other presentation items.

Are you going to be fun and quirky, always using emoji, an engaging personality that would be considered the life and soul of the party? Or are you going to be more straightforward, businesslike, efficient?

Continuing this theme through all of your online and offline work can help make your brand more identifiable and create a perception that is definitively “you” – and it might just be the best marketing tool you have at your disposal.

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