Create a consistent brand image online and offline

The image is essential to make a good impression. More and more people are using the web to discover new businesses. It is therefore important to have a consistent style on all your physical marketing materials, but also on your website, your emails, and your digital communications.

The report on customer expectations (Customer Expectations Report) from VistaPrint shows that more than 50% of customers expect the same from a small business website as a large business. Even if your business is a small one, it is, therefore, crucial to take care of your online presence. The first step is to make sure it fits well with the branding you created offline. Doing so will present a consistent and trustworthy business identity.

Whether you are about to start a business or embark on digital marketing for your current business, checking the consistency of your brand online and offline is never in vain. Here are four recommendations that can help you do that.

1. Standardize the components of your design

The main components of a brand include its logo, color scheme, fonts, and style of images. Define these different components, then make sure they can be used in different places (on a business card, website, social media profile, etc.). When put together, all of your marketing materials, online and offline, should be cohesive and complementary.

If you already have some media, be sure to follow this recommendation when creating new ones. For example, if you have a leaflet and you create a website, use the logo, fonts, or images from this flyer on your website. No need to reinvent everything: customers prefer that companies offer consistent information and aesthetics across all their marketing materials. This consistency gives them brand confidence and recognition, just what small businesses need!

2. Set your brand tone

Consistency also involves the tone of your brand. Each company has its own way of talking to its customers. Depending on your industry, your brand tone can be formal and professional, or friendly and familiar. Once you have established the appropriate tone, adopt it in each of your communications. From email marketing campaigns to thank you notes, always stay true to your brand tone.

However, social networks are an exception to this rule: it is possible to adopt a more relaxed tone, whatever your sector of activity. But don’t stray too far from your brand’s tone, as it could be confusing. To communicate better with your followers, consider introducing a little humor or adopting a lighter tone. These nuances will give your brand a more human face on your social networks, in line with your customers’ expectations.

3. Reuse your content

Reusing your content keeps your message consistent across marketing materials while saving time. If your website includes an “About” page, a “Contact us” page, and a “Products and services” page, include this information elsewhere. Use the same images and text in your brochures, flyers, and even on your business cards.

Repeating the same message is important for a brand to be easily recognizable, and you can’t predict where a customer will hear about you. Help potential customers get to know you better by using the same content across marketing materials.

Why couldn’t an image that was used for an email campaign appear on your Facebook and Instagram accounts, complete with an intriguing caption and a link to your website? To update the content you reuse, add a new image or write a new caption to differentiate the new product from the old. These simple changes will help solidify your brand image and help your business take its place in the market.

The biography, your photo, and the hypertext links must be almost identical for all your profiles on social networks. People discover brands on various social networks, and when a brand has the same image from one network to another, it builds its credibility.

4. Choose your platforms, and stick with them

Finally, to establish a good reputation for your brand, it can be good to find out which platforms are most used by your potential customers: web, social media, e-mail, or traditional stores? Once you know where to focus your efforts, online and offline, establish a regular schedule for communicating with your customer base.

For social networks, commit to posting regularly, on the same day(s), at the same time, and every week. This way, your followers can expect to hear from you at those times and will be more likely to comment or share your posts. It’s the same for your online marketing. If you send thank you notes to your customers after a purchase, be sure to send one each time.

Consistency and coherence are two pillars that make a brand easily recognizable and must be applied on all platforms: Facebook, newsletters, flyers, and catalogs. By creating a calendar that suits your needs and your customers’ habits, you can ensure that your business never completely slips out of your customers’ minds.

5. Checklist for a consistent image

Managing all the components of your brand can seem overwhelming, but over time it will get easier. We’ve created a checklist to help you maintain a consistent image, online and elsewhere. Gather all the products from the list below that you already have and compare them to see if they go together.

Printed products

  • thank you cards
  • Envelopes
  • Address label ink pad
  • Letterhead
  • Postcards
  • Business cards
  • Packaging
  • Leaflets
  • flyers
  • Advertising

Digital products

  • Website
  • Blog post images
  • Newsletter
  • Online Advertising
  • Social Media Profiles
  • Emails
  • Invoices
  • Estimate

Leave a Reply

Related Articles

Back to top button

We need Your Help!

If you enjoy our content, please support our site by disabling your ad blocker. We depend on ad revenue to keep creating quality content for you to enjoy for free.