Despite the fact that most businesses favour online marketing, some continue to focus their branding efforts on offline marketing. Due to its restricted reach, it is challenging to draw in the right clients. Making an online presence is crucial because most customers research a company online before speaking with them in person.
You will find some advice in this article on how to portray your company consistently in both offline and online marketing.
Establish brand standards.
Setting guidelines for your written and visual content is the first step in ensuring brand consistency. When launching new campaigns, the recommendations will assist in keeping you on course. Additionally, it will support your brand image and help you deliver consistently.
Here are some instances of how to keep your brand guidelines consistent:
Colour Scheme.
The colour scheme is crucial to the overall appearance of your brand. To avoid making the secondary palette look boring, pick 3–4 tones. Your brand recognition will increase and user engagement will increase if your online and offline promotions use the same colour scheme.
Voice And Tonality
Consider what your brand would look like if it had a personality. What would be the initial impression? If it were a kid’s hair salon, it would need to have fun and attractive vibe, whereas a law firm would benefit more from a professional and reliable vibe.
Fonts.
For paragraphs, titles, and captions, the majority of brands use a particular font. Like the colour palette, keeping them constant across online and offline marketing campaigns can make your brand easier to recognise.
Logo.
Maintaining consistency between your brand’s logo in offline and online marketing efforts will help to increase your brand’s credibility. Users will be perplexed when selecting your goods or services online or offline if you use a different logo on both platforms.
Utilize user-generated content.
Before they contact you in person, prospects are guided by your online presence. It can be challenging and exhausting to explain certain aspects of your business to customers in person; however, posting about them on your website and social media would be fantastic. People won’t believe User-Generated Content (UGC) if it comes from you; as a result, you must provide evidence to help you win their trust. Online UGC examples include the following:
- Reviews and ratings
- testimonials in video and image
It is also beneficial to use UGC for offline marketing. Offline UGC examples include:
- referrals from friends and coworkers
- sending flyers
Make changes gradually.
Although rebranding is a great way to update your current offering, if done carelessly, you risk alienating both your current clientele and potential new ones.
Notify your customers in advance if you plan to change your brand’s logo or the overall appearance, including fonts, colour schemes, image styles, etc. Additionally, you ought to alter it entirely to make it appear as though the entire brand has collapsed. The majority of brands alter their products in a subtle but noticeable way to engage more customers.
Asking your customers for advice and feedback is another way you can get support. Be sure to adhere to the new changes consistently. Use your newly created logo, for instance, on both online and offline platforms.
Conclusion.
By picking up a few tricks or hiring a marketing firm, it is simple to establish an online presence; however, offline branding takes a lot of work. Given that both promotions are a part of your brand, it would be best to prioritise them equally. Both deserve your time, effort, and attention.
Learn more from business and read How to Build a Reputable, Long-Lasting Brand.
