In the realm of digital marketing, the term "canon" is employed to denote a set of rules, standards, or guidelines that are established by a brand or company for the purpose of content creation and publication. These rules encompass various aspects such as style, tone of voice, message structure, use of imagery, and other elements relating to brand identity and image.
The canon holds immense significance in maintaining coherence and consistency in brand communication across diverse channels and platforms. It provides marketers and content creators with guidelines to adhere to when crafting and disseminating messages on behalf of the brand.
Through the establishment of a canon, a brand aims to ensure that the produced content is identifiable, conveys the brand's values and persona, and aligns with marketing objectives and strategies. This encompasses factors such as employing specific language, selecting images that align with the brand's visual identity, maintaining consistency in tone and voice across messages, and upholding brand values and principles.
Moreover, the canon plays a pivotal role in fostering a consistent and unified experience for users and customers. When the rules outlined in the canon are adhered to, a robust brand identity is forged, leading to stronger and more cohesive connections with the target audience.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.