Have you ever wondered how an effective communication strategy can help a brand not only attract new customers but also reinforce its culture? Well, let me tell you that this is one of the questions that we, as marketers, should constantly be asking ourselves.

In my case, whenever I ask myself these questions, I always try to look for real-life examples that can help me find the answers I am looking for. Paranice is one of those brands.

When I look at Paranice’s social media, I see one of the strongest communication strategies I have come across. But why is it such a good example? When you look at their social media, you can see not only a consistent visual identity—which is something most brands have—but also what appears to be a strong alignment around the same objective.

That’s why I consider Paranice such a good example. I have never worked there, nor do I have relatives who work there, so my appreciation comes entirely from what they communicate externally. And I believe that strong external communication starts with a strong organizational culture. If that culture is well understood and consistently applied throughout the organization, it becomes much easier to recognize it from the outside.

And yes, this is a marketing matter. When an organization has aligned communication, people can connect more easily with its brand values. That’s where you can find the sweet spot between generating sales and building loyalty: turning buyers into customers who identify with your brand, rather than people who simply purchase from you because you fulfill a temporary need.

I remember my time working at Davivienda, one of the biggest banks in Colombia. I had the opportunity to work with both the internal communications department and the commercial communications department. I always wondered, and even asked my supervisor, why two areas that should be working together were separated into different departments and, even worse, different vice presidencies. That should never take place in an organization whose priority is to have a strong integrated communication strategy. Even though both teams did a great job, it was impossible to transmit the same message when those areas did not even have monthly meetings to align their objectives.

So, what should integrated communication look like? By this point, you should have an idea of what I am looking for and my perspective on how it should work. Integrated communications should start by defining what we want to communicate as a brand and aligning that message with our culture and values. Once we have that clear, we should start reinforcing the idea that communication is something we all need to care about. Every department should be asking itself: What am I doing to support the message that we, as a brand, want to communicate?

Once we reinforce that cultural mindset, we can address one of the biggest problems companies face nowadays. They often think that having the same visual identity, the same way of communicating, and the same message is enough. But that’s the real problem. Integrated communication is not about making every message look the same; it’s about making every message mean the same thing. And when that doesn’t happen, companies struggle to build meaningful relationships with valuable, loyal customers.