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5.1.3 Understanding how to create a coherent brand identity and message across multiple communication channels

A brand identity is the sum of values, visual elements, tone, and narrative that an organisation consistently projects to its audiences.

In the seafood sector — where most products have historically been sold as undifferentiated commodities — the development of a coherent brand identity is a direct competitive and commercial lever.

Research on brand management confirms that brand storytelling significantly mediates the relationship between brand identity and brand performance, particularly for small and medium-sized enterprises (SMEs) — the dominant organisational form in bivalve aquaculture (Springer Nature, 2025, Journal of Brand Management).

A coherent brand identity for a bivalve farming operation typically integrates (Zimand-Sheiner, 2024):

➔A clear value proposition: What makes this product distinct? Origin, production method, environmental credentials, taste profile, social impact, or a combination of these.

➔Visual consistency: Logo, colour palette, photography style, and typography must be aligned across all touchpoints — packaging, website, social media, exhibition stands, and export documentation.

➔A consistent tone of voice: Whether formal and technical (for B2B and institutional communication) or warm and personal (for direct-to-consumer), the tone should be recognisable and predictable.

➔Channel-specific adaptation: The same core message must be adapted without distortion to each channel. A LinkedIn post for professional stakeholders, an Instagram reel for consumers, and a product leaflet for a restaurant buyer require different formats, lengths, and emphasis — but the underlying story must remain consistent.

➔For professionals managing communication across a farming enterprise, the practical implication is a communications strategy document: a short, internal reference that defines the target audiences, core messages, tone, channel priorities, and calendar. Without this structure, communication efforts tend to be reactive, inconsistent, and ineffective.

Digital tools — content management systems, scheduling platforms, and analytics dashboards — support this effort by enabling systematic planning and performance measurement.

➔A critical caution: coherence must not become rigidity. Consumer expectations evolve, and communication strategies must be reviewed periodically.

The research literature on greenwashing in the seafood sector signals that overclaiming environmental performance without substantiation risks significant reputational damage (Devitt, 2024; Lu et al., 2022). The most durable brands in the sector communicate progress and commitment honestly, rather than making absolute claims they cannot sustain.