Consistent Graphics on all Platforms Builds Brands

Norbert Hobrath

ISSUE 13
Want to get extra mileage for your branding efforts? Then make sure that everything you do has a consistent graphic approach.



I present some campaigns throughout this blog that I’ve worked on to highlight consistent branding on all fronts, starting with this trio of brochures for Parker Aerospace.

Sure this sounds easy, but it’s not always. Think about all the various marketing communications platforms that you can employ…
  • Print Advertising
  • Billboards
  • Product Packaging
  • Direct Mailers
  • Brochures & Literature
  • Email Marketing & Enewsletters
  • Websites
  • Social Media, including Facebook
  • Trade Shows & Displays
  • Corporate Identity & Business Cards
  • Sales Presentations
  • TV & Cable Advertising
Now ask yourself, are all these platforms conveying a consistent graphic look? When viewers see all the pieces, do they know who you are?

Note how closely we have made Insurance Partners' home website page match to its literature.

Police Your Communications

I recommend looking at all the various ways in which your company/organization presents itself.
Get a copy of one of each of the different items and lay them all out on your conference room table (or similar). Compare the colors. The fonts. The usage of the company logo. And any taglines or themes.


The bi-monthly newsletter print version from National Headache Foundation shares a similar graphic ‘feel’ as the monthly e-newsletter.

Are all the communications consistent with each other? Do all the pieces support the corporate branding?

There are many reasons why something can get outdated rather quickly.
  • Your company bought another company and the new division has not yet updated all their information to your new format
  • Your company was acquired by another company and now needs to update to their new standards
  • Your corporate logo or theme was changed or updated (freshened up)
  • Various components in your marketing were created by different entities/agencies so each established a different look
So from here going forward, it is not rocket science to see what needs to be updated and revised to make your graphics work together.

If you have any questions, send me an email and I will be glad to talk with you further on how to develop a single focused approach on how your company is presented. It is important!



Norbert Hobrath believes in the power of content marketing, both in words and images, and the powerful combination of these two. For more than 30 years, he has developed interesting, informative and influential strategy and content for both industrial and service-based B2B clientele. He has also directed marketing and communications programs as Director of Marketing Communications for a worldwide manufacturing company, and as Communications Manager for the Fortune 500 American Greetings Corporation, and for a BASF chemicals company. He enjoys promoting corporate and product brands through effective storytelling. He is President & Chief Content Officer of Hobrath Group, LLC in Cleveland, Ohio. www.hobrath.com

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