So, your values and personality are strong, your elements are all tightened up and successfully reflecting your brand and you’ve explored some new ideas to push your identity further. Now comes the tricky bit. How do you get these component parts to work together?

‍

When they’re used across multiple channels it’s vital that they form together into a cohesive brand that can be communicated internally to your team and externally to your customers and partners.

‍

The best cross-channel brands have the following attributes:

• Consistency
• Creativity
• Common visual cues to link them
• Personality
• Purpose

‍

Always keep your values and personality at the front of your mind as you make decisions for your brand and the way it will be used. If it fits with these guidelines then go for it!

‍

In this template, we walk you through the process of benchmarking your brand against other DMO brands you admire looking at the mentioned attributes.

‍

Benchmarking is a valuable exercise as it allows you to pinpoint what your competitors are doing well and where you as a DMO are excelling against the competition giving you an accurate idea of your brand performance and allowing you to create clear actionable steps to improve your brand going forward.