Why should marketing channel image be consistent with the brand image?

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litteacher8 | High School Teacher | (Level 3) Distinguished Educator

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A company’s image should be consistent across all marketing channels to maximize its effectiveness and make it recognizable.

Brand recognition is one of a company’s most important assets.  When there is consistent marketing across all channels, a customer can recognize the brand over time.  A company’s packaging should be present in commercials, for example, because people will see the commercial and recognize the brand when they see it in the store.  Consistent message will allow customers to access information from a variety of outlets, including social media and traditional advertising.