How to Establish Cross-Channel Brand Consistency

How to Establish Cross-Channel Brand Consistency

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Your brand consistency is crucial for success. If customers visit different platforms you’re on and see your brand consistency is crucial for success. If customers visit different platforms you’re on and see a different message every time, they won’t understand what you’re offering.

You want them to feel comfortable and familiar. Consistent branding creates loyal customers that relate to your business and stick around longer.

Do you use many different mediums to reach customers? From a personal website to social media and email newsletters, they serve as effective tools to engage your audience.

In this article, you will learn how to maximize brand consistency and engagement on all of the platforms you use for business.

Keeping a consistent appearance

One of the first things customers will notice about your brand is the visual aspect. You want to have a unique logo and appearance that people can remember because of this.

99designs is a popular option for business owners interested in getting a professional logo designed. And don’t underestimate the power of one. When people think of a particular service or industry, your branding could easily be one of the first things that pop-up in their mind.

The next step is to have this integrated into all of the mediums you use to reach your audience.

Let’s use the e-commerce company Shopify as an example. If you take a look at their Facebook page, they use a distinct logo and cover photo that users will associate with their brand.

How to Establish Cross-Channel Brand Consistency twitter

If you visit their Twitter account, they use the exact same two photos.

How to Establish Cross-Channel Brand Consistency facebook

This creates consistency between their channels so it can be instantly recognized by customers. Imagine one of their Facebook fans searched for Shopify on Twitter, they’d have no trouble finding them. This is what you want to aim for.

Have a regular content schedule

Humans crave consistency. When it comes to content you produce, users follow you because they enjoy it and support your brand. Keeping a regular content schedule will help them stay engaged with your business and following for longer. But, it needs to remain steady or they may look elsewhere.

For example, let’s say that you post on social media three time per week. If you suddenly begin sharing content only once per week or sporadically, you may confuse your followers. They’re used to one schedule, then it changes without warning.

So just like your brand’s appearance, how you deliver content needs to be uniform across all channels.

To increase engagement like shares and comments, make a habit to simply ask for them. Calls to action are a proven copywriting technique that entices users to do something specific, such as:

  • Telling users to share a blog article with friends
  • Asking social media followers to tag other users that would enjoy a particular post

Together, a regular content schedule and engagement strategies can help grow your brand following.

Use a familiar voice

A subtle but powerful aspect of branding is voice or tone. Depending on your target audience, you’ll speak to your customers in a different way. Some audiences enjoy a professional and formal voice, while others appreciate something more casual.

Across social media, blog posts, videos, and other channels use the same voice for everything. Someone following you on social media may visit your blog for the first time and they’ll feel right at home if the tone is consistent.

Get everyone on the same page

Do you have employees or work with freelancers? If so, it’s of utmost importance to ensure that they are up to speed on your brand’s practices and policies. This means that you’ll want to develop a branding template or document that you can share with them.

It’s especially important for employees that interact with customers through email, social media, or other channels. So, what should your brand template include? Here are some ideas.

Content and topics

This is a critical area to add if you have writers for your website or social media. They should produce content about consistent topics so readers know what to expect when coming back to your site. Give them a list of accepted categories, keywords, and examples of previous work that showcases your brand’s image.

Customer service

Whether you realize it or not, your customer service is a part of your product. 33% of American’s will even switch to a different service because of poor service. How do you avoid this? By providing your team with clear guidelines on handling customer situations.

It should cover when to offer refunds, how to respond to upset customers, and scripts to make the process easier. Every time your customers come back, they will get the same experience.

Putting it all together

Now that you understand the importance of keeping your branding consistent, it’s time to take some action. Begin by ensuring that all of your social media accounts and web properties have similar appearances. This can be done by using the same logo, username, and cover photos.

Next, create a content calendar for both your website and social media channels. You can do this in a simple spreadsheet. Include topics, publishing dates, and keywords. Stay consistent with your content schedule so users can continually tune in.

Across all of the ways, you interact with followers and customers, ensure that a similar voice is used. This is comprised of the words, tone, and attitude you present. Does your target audience appreciate a very formal and professional voice? Or would they feel better with a casual and light conversation? Take the time to determine this and implement it in your interactions.

Finally, as you begin to scale your business with employees and contractors, it’s common to run into the problem of team members projecting their own values. Imagine speaking with different customer service reps and all of them give you a different experience. To avoid this, develop a brand template that you can share with everyone within your company.

Carmine Mastropierro

Carmine Mastropierro

Carmine Mastropierro is the president of two digital marketing agencies, a network of affiliate businesses, and a self published author. He has written for Neil Patel, Kissmetrics, Forbes, and other popular publications.

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