How to maintain a consistent brand across various digital channels

In the world of marketing, consistency is key. Being able to put across a clear and consistent message to your target market, regardless of where you’re at or what platform you’re using, will enable you to find more customers and keep existing ones committed to your business.

Today, we’re delving deeper into some of the ways in which you can maintain a consistent brand across your entire digital presence, whether it’s on social media, on your blog, or in an email.

Start by perfecting your website

It’s a phrase you’ve heard a million times before, but we’ll repeat it because it’s true. Your site is the shopfront of your business, so if you’re not satisfied with the way it looks, it’s time to go back to the drawing board. Make sure that your website accurately reflects your business (thinking of everything from graphic design, colour schemes, copywriting, functionality and accessibility), and you will be able to use it as a guide for any future marketing activity that you engage in.

At Zudu, we offer expert web design and development to help businesses deliver useful and engaging functionality and increase their return on investment. If you’d like to find out about how we can transform your digital presence, simply get in touch with a member of the team today.

Define the purpose of each channel

Many small businesses fall into the trap of signing up for accounts on every major marketing platform simply because everyone else has. But the key to finding success on social media and other marketing channels is to define the purpose and the audience of each of your channels and tailor your marketing messages accordingly to best capture people’s attention.

Once you’ve done this, you can eliminate channels that aren’t performing well and give your focus to channels that you are already getting a return from. For example, you probably won’t generate many leads through Google+ unless it’s a place your audience use in their everyday lives, and you might not see much value in an email marketing campaign if you’re a hyperlocal business with very few clients.

By honing in your marketing and cutting out distractions, you’ll be able to craft more engaging and consistent content that will convert followers and website visitors into long-term customers.

Cross-promote channels

The chances are that your business has a presence on multiple social networks, a blog, and an email marketing database. You might even have a presence on other websites in the form of a column or an account on a forum where you share your knowledge of your niche. If you want to make sure your brand remains consistent across these platforms, try cross-promoting.

Think about places where your business has a presence, and look for ways to cross-promote.  Individual LinkedIn pages, for example, could be updated to include a company header image, increasing brand consistency and reminding connections of where you work. In email signatures, you could add a link to your latest blog or press release to increase clicks.

And that’s not all. Merging the content production of these various marketing channels will allow you to produce more succinct, on-brand content that can be shared on every platform. Aside from the benefits of increased consistency, doing so will allow you to produce more content and expand the reach of your marketing messages. If you’re short of time, it’s a win-win situation.

Use the same copywriter

In the world of digital marketing, content is king. Writing high-quality content on a regular basis allows you to position your business as an authority within your niche, encourages customers to keep coming back to your site and gives you fresh, original material to share on social media and in your email marketing campaigns. But if your blog posts aren’t written by the same author, the quality might suffer or the change in style might be too much and put some readers off.

There are ways to ensure your content marketing remains consistent – for example, through a style guide or by using the same proofreader – but using the same copywriter for all of your content marketing and written marketing literature, if possible, is the most sensible idea.

Hire a graphic designer

Another way to make sure that your brand message is consistent across different social networks and digital platforms is to hire a graphic designer. Whenever you write a new blog post, send an email marketing campaign, launch a new product or run a special offer, you’ll likely need to create some custom graphics to help promote it.

Rather than relying on your limited graphic design skills or free tools like Canva, having a graphic designer in-house (or a relationship with a graphic design company) will allow you to produce more consistent graphics that match the style and values of your business. Premade content won’t cut it.

Wrapping up

There’s little point in investing in marketing if you cannot maintain a consistent brand across your digital presence. Sure, you’ll likely adapt your marketing messages to appeal to different target markets, but having a stable and consistent brand will increase customer confidence, boost brand awareness and allow you to take your business to the next level.

If you’re looking to work with a reputable marketing company that will be sympathetic to your brand, you can depend on the digital marketing experts here at Zudu. Simply get in touch with the team today on 01382 690080 to find out more about how we can help.