The Papirfly Blog

Brand inconsistency; doing lots of marketing but none of it right

Mar 21, 2019 11:43:00 AM by Michael Pfeiffer |0 Comment Add Comment

As a marketer, it’s so easy to forget where your brand actually exists. It’s not in your strategy docs or on your Google Analytics dashboard, nor is it in your logo or in your ads. Your brand only exists in the minds of your customers. It’s the public face of your company; more accurately, it encapsulates how that face is perceived.

Meanwhile, you’re doing more marketing than ever. For a start, you’re likely to have a presence on a growing roll-call of channels. And (especially if you are serious about capitalising on the social reach of your employees), there are probably more people than ever involved in the content production process.

But you should never assume that doing more marketing will automatically lead to a stronger brand. Unless there’s a consistent approach, a higher volume messages can quickly become diluted, key information can get lost – and customers can get confused.

Inconsistency is one of the biggest blockers to building brand strength. Here are some of the ways in which that inconsistency can arise - and how you can stay on track…

The customer experience is a rocky one

Customer experience describes your customers’ perception of their relationship with you. Simply put, if the customer experience is lacking, the brand stock is sure to sink.

Fresh from seeing your Facebook ad, a customer reaches out to your sales team. Trouble is, the information they receive doesn’t quite tally with the impression they were left with from the social content. It is these inconsistencies in the interactions with your company that can quickly lead to loss of trust in the brand. Avoiding them requires the following:

A joined-up customer engagement strategy. Branding requires input from BOTH marketing and sales. This is to ensure that both teams are on the same page and that customers get the same experience across all channels and touch-points. Aberdeen found that companies who adopt this integrated, omni-channel approach retain 89% of customers. This is compared to 33% for companies without such as strategy.

Shared assets. If sales decides to tweak its customer support package, what does this mean for you marketing content? Sales and marketing need to be on the same page, which involves making sure that the sales playbook and marketing brand guidelines complement each other. A central repository for all brand assets helps to deliver this.

You give out mixed emotions

You spend a big chunk of your budget on an amazing video that’s quite unlike anything you’ve produced before. It’s fun, quirky - but bears no resemblance to the rest of your messaging material. Customers are confused, “I just didn’t think it was that kind of company…”

Emotions play a big role in buying decisions. In fact, even for B2B buyers, brands fare better with emotive rather than rational marketing messages. But when those emotions seem to shift without warning, when the tone changes and when the imagery switches to something unfamiliar, customers can quickly lose trust in the message.

Achieving consistency through staying in control

In a multi-channel world, there is no longer a single “customer journey”. Instead their are countless interactions happening, involving potentially thousands of touch-points across many different channels. And especially if you have a global presence, those touch-points involve multiple regions and languages.

Maintaining a meaningful and consistent experience demands that you stay in control of the message. This involves enabling staff to execute campaign roll-outs, while ensuring that they adhere to your well-defined brand rules. For a single solution to achieve all of this, discover the Papirfly branding and content creation solution today.

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