The consistency challenge

"One Voice, One Look" (applies to campaign)
It occurs when all the advertisement, publicity, direct promotion, sales promotion and any other messages have the same look, sound and feel. This type of consistency indicates that everything is integrated at the execution level. It can be created by mirroring the style of message from one execution to another or from one promotion medium to others. In order to achieve, some of strategies can be used: visual connections, verbal connections, audio connections, continuing charracter, symbols and logos, continuity in settings, emotional connections, and or thematic continuity.

The other consistency challenge is the strategic consistency which occurs when the messages differ but each message contains a particular core elements. In this case, brand personality, positioning and identification cues take the important part of the whole messages in order to build one link of corporate lines. (daisy. From: Duncan, 2005)