As an established company, you recognize the importance of your brand. More than just a marketing tool, your brand has established itself as a platform for potential customers to remember and interact with your staff, learn more about your organization, and infuse real emotion into the services you provide. But when businesses flesh out their online presence, brands all too often make a shift too. And it’s no wonder. With completely separate sets of tools that build out your identity online and offline, it’s easy to get the message confused. Here’s a short checklist to see if your two brands are working in unison—or if they’re duking it out for your customers’ attention.
Graphic treatment. You obviously want your mark to live in offline and online media—don’t forget to include it prominently on your website. In addition, keep your color palette similar so incoming customers can recognize your business from your “IRL” brand.
Voice of your content. Your copy isn’t just a means of disseminating information, it’s your attitude. Is your tone professional yet edgy? Hip and young and full of energy? Keep your voice consistent across all media.
Your message. You have a value proposition, and whether your customers are streaming in from the World Wide Web or you’re reaching them through radio and TV, that doesn’t change. So don’t change what you want to say. Abbreviate your content for the Web, by all means, but stay on target for maximum results.