Brand Consistency Across Multiple Channels

 In Build Awareness, Create Loyalty, Drive Trial, Marketing Plan

Think about all the ways that your customer “experiences” your brand. Off the top of our heads, we can think of:

  • Website
  • Social media accounts
  • Print advertisements
  • Over the phone
  • Packaging (shopping bags)
  • Brochures or menus
  • Flyers
  • Signage
  • Interactions with employees
  • e-Newsletters

While branding on some of these items (i.e. advertising or social media) might be common sense, what about the other ones? How your employees answer the phone or what type of shopping bag you provide your customers can impact how a customer perceives your brand.

Brand Consistency Across Multiple Channels

The list above might make you feel overwhelmed – effective branding means you have to think about a lot of “things” and how they might impact your brand or a customer’s first impression of your company. One way we like to think about it is: If a customer only experiences ONE of the items above (i.e. only your brochure), does your business appear how you want it to appear? An old or outdated brochure might not seem like a big deal, but if (hypothetically) that’s all a prospective customer has to go off of, then it IS a big deal.

With more and more customers accessing your website from their smartphone or tablet, to social networks like Facebook, Twitter and Instagram creating buzz about a certain product or restaurant, the face of traditional marketing has changed drastically over the past 10 years. To give consumers a clear idea of who you are – you must deliver a cohesive message across all channels that communicate with your customers.

Delivering a consistent message doesn’t mean you always have to say the same thing the same way. But it does mean that you must stay relevant and bring fresh, new ideas to your marketing campaigns while ensuring that everything you do remains consistent with your company culture.

How do all of your customer channels stack up to your company culture? Let us know in the comments section below!


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