People come across your brand in all sorts of different places, from an official Facebook page to a cupboard in their own homes. Their experience of the brand, however, needs to tie up to tell one single brand story, so it’s vital to think about how you unite your brand visually across all touchpoints right from the start and consider how each asset will behave in each channel that you think is relevant.
If this clarity of vision across the board is not complete, if the brand conveys a number of different stories, it risks being seen as chaotic and...