Though most companies prefer online marketing, some still put their branding efforts into offline marketing. It makes it hard to attract the right customers due to limited reach. Most customers search for a business before physically interacting; therefore, creating an online presence is essential.
In this article, you will learn a few tips for creating a consistent image of your business in online and offline marketing.
Set brand guidelines.
Brand consistency starts with defining the rules for your visuals and written materials. The guidelines will help keep you on track when launching new campaigns. It will also help you deliver consistently and serve as the foundation for your brand image.
Some of the examples for maintaining consistency in your brand guidelines are-
The color palette plays a vital role in your brand’s overall look. Choose 3-4 tones for the secondary palette so it does not appear monotonous. If your online and offline promotions contain the same color palette, it will enhance brand recognition, and users will be able to engage more.
Tone and voice.
Try to imagine how your brand would appear if it had a personality. What would the first impression be like? Suppose it is a kid’s hair salon; it would require a fun and attractive vibe, whereas a professional and trustworthy tone would be better if it is a law firm.
Most brands have specific fonts for paragraphs, titles, and captions. Keeping them consistent in online and offline marketing campaigns, like the color palette, can increase your brand recognizability.
Keeping your brand logo the same in online and offline campaigns will help in enhancing your brand’s credibility. If you use a different logo on both platforms, users will be confused while choosing your products or services online or offline.
Your online presence guides the prospects before contacting you in person. Telling them certain things about your company is difficult and tiring face-to-face; however, sharing them on your website and social media would be excellent. UGC or User-Generated Content is something that people won’t believe if it comes from your mouth; therefore, you need to show them proof that will help you gain their trust. Some of the examples of UGC online are-
- Ratings and reviews
- Video and image testimonials
Using UGC for offline marketing is also worthwhile. Examples of offline UGC include-
- Recommendations from friends and colleagues
- Forwarding flyers
Make changes gradually.
Rebranding is an excellent way to update your current offering; however, it can make you lose your existing customers and potential prospects if done without planning.
If you want to make changes to your brand logo, or the overall look, such as fonts, color palette, image styles, etc., notify your customers beforehand. Moreover, you should completely change it to look like the whole brand has overturned. Most brands make subtle yet noticeable changes that increase customer engagement.
You can also take assistance from your customers by asking them for suggestions and feedback. Make sure you stay consistent with the new changes. For example, if you have generated a new logo, use it on both online and offline platforms.
It is easy to build an online presence by learning a few techniques or hiring a marketing agency; however, offline branding requires much effort. It would be best to equally prioritize both promotions because they are part of your brand. Both deserve your attention, investment, and action.