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How to stand out in a world where everyone is communicating

By Bianca Compton, Account Executive


Now, more than ever, there is mounting pressure for brands to communicate with their audiences and customers. But how do you stand out from your competition at a time when everyone is trying to get their message heard?

Carefully considered communications have always been incredibly important, but in 2020 the need for honest, open and effective comms has massively increased.

A corporate advert might look striking and stand out from the crowd but is it true to your brand and does it deliver everything you are trying to convey? Consumers and businesses are looking for real, authentic messaging right now, but it also needs to be accurate.


In light of this, we’ve put together five quick tips for making marketing communications stand out from your competitors. This is about getting the basics right and setting a foundation that can be built upon to create effective and successful marketing communications.


1. Read, read and read again

Sounds like an obvious one, right? Well, you would be amazed by how many adverts, brochures or leaflets are produced with spelling or grammatical errors. Completing a full and thorough proof-read is critical.

So firstly, does it make sense? Is your message full of business jargon that might not resonate with your selected audience? Make sure it is interesting to read and delivers your message clearly and concisely. Then read it again and run a final check for spelling and grammatical errors!


2. The devil is in the detail

It’s not all just about proofreading though. You need to ensure consistency throughout all marketing communications across your business. Sticking to the same tone of voice and being on-brand is essential. At FMI, we support you with brand guardianship. Some key areas you should pay close attention to are:

  1. URL’s; have you tested the URL to make sure it works?
  2. Telephone number formats; keep the format consistent with previous material.
  3. Capitalisation; is this consistent throughout e.g. are all the sub-headings capitalised/in the same format?
  4. Correct logo use; ensure you are using the most up-to-date logo and in the correct format, many company’s brand logos have different variations and space guidelines – and make sure it’s high resolution!
  5. Correct fonts & colour; be consistent with your copy. It should match those listed in your brand guidelines in the correct font colour, otherwise, the marketing comms you are creating will look odd next to already existing marketing collateral.
  6. Aligned with brand guidelines; ensure all of the above points are in line with your brand guidelines and consistently followed. Marketing communications should be carefully considered and act as a suite of assets for the promotion of your business. There may be certain copywriting rules such as the way a date is formatted, placement of logos or whether numbers are written in words or digits.


3. Visually it must be on-brand

Consider whether the image used in the advert, brochure or email fits your brand and its style. Is it consistent with the wider campaign message? Is it impactful and appropriate? Could it be too impactful that it takes away attention from the message? Our team of marketing experts and in-house design studio at FMI ask these questions so you don’t have to.


4. Fit for purpose

It is important to question any marketing material you are briefing to be produced. Is it the correct format and medium for the sensitive message you may be communicating? Any activity, particularly during the current business climate, must fit with your brand and be considered.

How does the material look to someone with a fresh pair of eyes? Will they completely understand the material (e.g. when filling in a form)? Whilst it might look nice, if the instructions are not clear it could be confusing. Explain points using simple, clear and effective language in your brand tone of voice. Ensure all marketing communications support a positive brand image and user experience.


5. Act on your call to action

It may seem obvious but simply writing a telephone number or adding an email address at the bottom of your marketing collateral may not resonate with the reader. It needs to be more considered.

How can you clearly communicate what you want the reader or recipient to do? Will the person know how to act upon reading your messaging? Make sure the next steps are clear and simple and appropriate for your audience. Consider testing out your call to action before going to print.


Our marketing experts pride themselves on working collaboratively with clients to devise class-leading integrated marketing strategies that hit the communication objectives that matter.

To find out how FMI can deliver marketing communications with impact for your business, call 0870 890 3305 or contact us by emailing


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