At its core, the idea behind omnichannel branding is a simple one. Every interaction that someone has with your brand – regardless of where that interaction takes place – should invoke the same feelings and emotional response. In other words, if someone visits your website and then receives a direct mail postcard, both of those experiences should feel like they’re both coming from the exact same place: the organization you’ve worked so hard to build.
Omnichannel Branding is the Foundation of Your Marketing Strategy
One of the major reasons why this is all so important is because it creates a consistent level of service across all possible touch points. People know that if they pick up the phone and give you a call, if they send you an email, if they visit your website’s FAQ page or if they explore any other contact opportunity, they’re going to get the same quality service across the board.
To get to this point, all elements that go into these experiences need to be consistent as well. That goes to not only writing styles but also the use of images, font choices, color palettes and more… especially when it comes to your direct mail collateral.
The major benefit that this all brings to the table doesn’t just have to do with the experience you’re creating for new customers, but the one you’re continuing to have with existing customers as well. When everything is consistent and transparent in these ways, it helps to immediately build a sense of trust between a consumer and your brand. Essentially, they start to feel safe with you – like they’ve made the right decision in terms of where to spend their hard-earned money. It also helps to make your brand feel more accessible to your average customer, as well.
So not only can this level of omnichannel branding help win you new customers in a more effective way, but it can also be a major cornerstone of your customer retention efforts as well. But you’re never going to be able to get to this place if there are inconsistencies at various points of the customer journey, which is why these are all things you need to be thinking about on an ongoing basis moving forward.
If you’d like to find out more about how to strengthen your cross-platform marketing efforts using omnichannel branding, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
