Let's face it. Every industry loves its own proprietary language and the world of marketing communications is no different. Today, marketing and advertising is all about branding. In its early days it was known as positioning and a key element in the effort to establish a marketing identity – regardless of what you call it – is something called continuity. What exactly is that? It's the strategy and process of coordinating all the elements of a marketing message to achieve a consistent, memorable, overall look and feel for a firm or service.

Sounds impressive, doesn't it? It's really all about making sure that everything you do as a firm has a coordinated look and feel about it. Graphically, that means creating a standard logo, selecting a corporate color (or colors), a particular typeface, even a photo or illustration style.

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