Building Brand Awareness Requires a Consistent Brand Experience
To illustrate just how important a consistent brand experience is, take a look at a company that has mastered it: Apple. Apple is notorious for the strength of its brand. Say what you will about its products and services, but you can't argue with the fact that when that shiny white "Apple" logo appears on a computer, portable music player, or advertisement on television, a very clear image of what that logo represents pops into your mind almost immediately.
The major theme of Apple's company over the years has been simplicity. The lengths to which the company has gone in its effort to reinforce that concept are actually quite astounding. Apple has long been lauded for its television commercials. Instead of relying on flashy graphics, loud music, and other tropes typical of traditional television advertising, Apple displays key products on stark white backgrounds with a basic music track not unlike what you would hear in an elevator. In a word, the ads are incredibly simple, just like the products themselves.
If you take a look at Apple's website, it's almost like one of the company's television commercials brought to life. The website features a stark white background and large, simplistic lettering. The products themselves are clearly the emphasis. Simplicity rears its head yet again.
This extends even to the print marketing materials that come packaged in the box along with Apple's products. Instead of the extensive user manual that accompanies most products, you get a short and painfully straightforward pamphlet with basic tips on how to get started using the device you just bought. The only other item in the box (accessories notwithstanding) is a sticker with the Apple logo. Simple, simple, simple.
Apple succeeds because every last bit of marketing it puts out into the world harkens back to that core message of simplicity. The avenues it uses to communicate that message may change, but the look, feel, and emotion behind the message remains the same.
This isn't a phenomenon unique to Apple. If you think of the biggest companies in the world (or even the most successful businesses in your area), the one thing they all have in common regardless of industry is the consistent brand experience they deliver. By focusing on your own marketing message and clearly communicating it in a straightforward and consistent manner across all marketing avenues, you, too, can build awareness and create the same type of consistent brand experience for your company.