Once you’ve taken the critical step of defining your band or company’s brand, the next step is to integrate it throughout your organization. From the recorf company CEO to middle-level managers to every line worker, your artistic brand needs to be understood and embraced by everyone in your organization.

It also needs to be integrated into every piece of marketing communication that comes out of your organization. Whether it’s your company’s web site, a proposal, a Facebook page, brochure, press release or blog posting, every message you convey needs to relate to your overarching brand. It’s only through this type of repetition that existing and potential customers will gradually become more familiar with your brand. If your company’s overarching brand that differentiates it from other companies is your focus on customer service, this message needs to be reflected in all marketing communication materials.

Beyond your high-level, overarching messages, make sure what you’re saying indirectly doesn’t conflict with this message. For instance, if your brand reflects your focus on customer service, don’t communicate messages that suggest your company uses a standardized approach for working with customers. People will start to wonder how customized and customer-focused your service really is.

Make sure you’re using communication methods that reflect your brand and your target market’s preferences for receiving information. If your brand suggests that you have a hip, progressive approach, it makes sense to do an online, video annual report instead of the traditional, more conservative printed version.

Along with using the appropriate communication medium, make sure that your website writing style is consistent with your brand and appropriate for the communication method. Some types of marketing communication methods allow for more creativity. Web sites, blogs and social media platforms, for instance, provide the opportunity for edgy language, incomplete sentences and whimsical, irreverent references. A media release, on the other hand, is a more conservative, "just the facts" type of communication. While you might use a media release to incorporate personalized quotes from your CEO, the writing style for this type of document is primarily straightforward in nature.

The last aspect to consider is the design of your communications. Think about the design in terms of how much space you have to communicate your messages and what that space will look like. For instance, let’s say your communications involve a series of direct mail postcards. Cards can get lost or taken out of context, so each postcard must stand on its own in terms of the message that’s communicated. This means you need to incorporate your brand completely on each card. A traditional paper brochure and a website brochure would allow for your brand elements to be scattered throughout and still make a solid overall impression because your messages are all being packaged in a single piece.

By having your company’s entire communications filter through a single department, you can create the consistency needed to ensure your branding messages are not only being used but that they’re being used properly. Creating standard, boilerplate messages that incorporate your company’s branding messages and developing an employee training program to continually introduce employees to your brand messages are other ways you can ensure this consistency.

It takes a while to integrate your brand throughout all of your communications, and even longer to establish familiarity of your brand with your customers. But taking the first step to making the commitment to integrate your brand in your business or artist website is the most important.