Over the years branding evolved and we started to understand why it's also important to have a good brand story and coherent brand voice.
The more that the world opened up (thanks for globalism and the internet) the more that people had the opportunity to interact with different brands. Suddenly the world wasn't just Coke or Pepsi (metaphorically speaking) - there were more and more options to choose from.
As people had more options they didn't just rely on familiarity and celebrity endorsements like we saw in the 80s and 90s.
Now, people started to get critical. They started asking questions about products and the companies behind them. They began weighing their options based on things like price, quality, and longevity. And soon they began comparing the motives of the companies - were they just there to make a profit or did they really care?
Why a cohesive online experience is part of your brand
Now, the concept of branding has evolved to include a cohesive online experience.
Customers are interacting with your brand across many channels. Having a similar experience with your brand on each of those channels builds trust.
This about it this way - Imagine you met someone and you like them because they have values similar to yours and they seem like a really nice person. Then you meet them again somewhere else and they seem like a pompous jerk. How would you feel? Would you trust them if they started acting nice again?
The same thing goes for your brand. People want to know what you stand for, who you are, etc. So your brand story and brand voice need to stay the same from one platform to another.
Seems simple and seems like it falls under the idea of "brand story" and "brand identity" BUT you'd be surprised how many people talk entirely differently on their blogs than they do on their email copy or their social media. And, sure, there are times when more or less formality is called for but your overall feel should stay the same on all platforms so customers know who they're interacting with.
What else makes up a cohesive online experience for a brand?
It isn't limited only to the way you present yourself. You should also make sure that no matter where people interact with you they can access EVERYTHING you offer.
Include your opt-in offers, most important blog posts, "about us" section, shop, etc. in your bio link and sprinkle them into your other posts, reels, videos, and highlights.
Make sure that you include links to your social media platforms on your website and in your Google Maps profile.
Did you write a new blog post? Don't just post it on your website. Share it on your social media, too. And, whenever possible, don't overlook things like LinkedIn and Google Maps (if you have a brick and mortar store).
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