A coherent brand is recognized in a second: same tone, same codes, same promise — on the site, WhatsApp, Instagram and a business card. In Senegal, where trust is decided fast, inconsistency is expensive. Here is how to build aligned communication without a bureaucracy.
Positioning in one sentence
For whom / what / why you. If the team cannot say it the same way, the market will not either. Write the sentence, test it with three clients, refine.
Tone and vocabulary
List words to use and avoid. Formal or direct? Elevated or accessible French? Site and social must speak the same language — literally.
Minimum viable visual system
Logo variants, colors, type, usage rules, 4–6 social templates. You do not need an 80-page bible on day one. You need a system the team follows.
Align site and social
Same proof, same CTAs, same key visuals. Ads and organic should tell the same story. Otherwise you pay to re-teach your brand on every click.