My logo tagline is "delivering your message" — and there's a great reason for it.
When your business communicates an advertisement, does it line up with what you are trying to say? Where is the creative going to be displayed and is it being designed for optimization of each medium?
These are important questions you want to answer whole-heartedly before you invest time and money into a marketing effort which includes everything from the design of your advertisement to the execution.
It is unbelievably important that every time your business sends out a mailer, flyer, poster, social media post, website banner and so on (you get the idea) — that your intended message is being delivered.
A message isn't always words. A message can be the choice of creative, size, orientation, imagery displayed, placement, use of text, font style and size, colour used—or lack of colour used there of. Along with which channels the advertisement is displayed.
Your messaging needs to align with what you're visually displaying through all mediums while portraying your campaign objectives and brands mission, vision and values.
Coca-Cola does a fantastic job at this. On Coca-Cola's website, under their mission, one of the bullet points states "to inspire moments of optimism and happiness". Every time I see advertising from Coca-Cola, I get a warm fuzzy feeling.
Now your business (nor mine) can even compare to Coca-Cola. But that doesn't mean we shouldn't all shoot for the moon.
As a business, the last thing we want to do is confuse our audience. Therefore, it is imperative that the correct message is being displayed to the intended audience through the appropriate channels on every piece of creative that is designed.