When you see Amazon’s logo, you immediately know exactly what you’re about to get.
Every website page, every marketing campaign, and every communication you receive on all marketing channels is always the same. Amazon centers everything around the value proposition of low prices, a wide range of products, speed, and convenience.
The brand is instantly recognizable because the company has a consistent message at all times. They have worked out their brand identity, their values, and what they have to offer — and they communicate it consistently across all channels to their target audience.
Amazon is the exception, however. Most B2C brands have at least some inconsistencies in their messaging across channels, whether on Instagram, in-store, or via emails. It’s all too easy to relax and let a message slip through that isn’t quite on-brand. Maybe you accidentally use the wrong colors, or the tone is a bit off, or you just create a campaign that doesn’t follow your brand values.
Everyone makes mistakes, but having a consistent marketing message is incredibly important. Your brand is both your biggest asset and the easiest to accidentally mess up. This is exactly why you need to take control of your brand identity and communicate it clearly and consistently to your customers.
Get clear on your brand identity
It’s impossible to communicate a consistent message to your buyers if you’re not sure what your brand is even about. First, you need to remind yourself of the business goals, what kinds of problems you are trying to solve, and how the product or service you offer can help your target audience. When you create a strong brand identity, it’s more likely to resonate with your buyers and help your customers recognize your unique value proposition. It can be as simple as creating a one or two-line mission statement to quickly outline this for your customers.
For example, Nike’s mission statement is: To bring inspiration and innovation to every athlete in the world.
You should also be simple and clear. Once you’ve worked out exactly what you stand for, you need to create a brand document that defines the tone and language you will use across all your marketing channels. This includes any the color scheme and style of any visuals you are using, including your logo. Get as detailed as possible, and then it’s time to enforce it.
Integrate your systems and departments
It’s impossible to deliver a consistent omnichannel message across different channels is disjointed and disconnected. You need to ensure you have internal collaboration across teams so you can deliver a compelling and consistent message across all touchpoints in the customer journey. This includes your customer service department, as the message they present to customers when answering questions and concerns need to be in line with your tone, style, and overall brand message. You need to make sure everyone at the company understands the brand and follows the same guidelines.
The same is true for your marketing and data systems. If you have data spread out across your ecommerce platform, marketing automation system, and social media marketing platforms, it will be difficult to create a seamless experience across all channels. Your digital marketing strategy should also extend to offline channels if you have any brick-and-mortar locations. After all, your customers don’t think in terms of channels — they treat all the aspects of your brand as one.
Track messaging results across channels
Once you start pushing out a consistent and focused B2C message to your buyers, you have to see if it’s actually working. You have to track the results of your marketing campaigns across channels and devices, keeping a close eye on the message. Think of the entire customer journey as a single, continuous conversation with your brand. That way, you can identify areas where customers are dropping off or getting stuck because of a change in messaging or strategy.
You should A/B test your message to understand what is resonating with your customers or what area of your brand and communications they don’t like or identify with. In this way, you can tweak or alter your brand message as you learn more about what your buyers are really looking for.
Brands that deliver killer omnichannel messaging
There are many brands besides Amazon that have a strongly defined brand and have a consistent message no matter where their customers choose to interact with them. Clothing brand Wildfang has established its brand identity as being a female-founded and women-run company, which it communicates to customers across its channel.
The company’s Instagram account is a mix of information about sales and promotions, photos of its clothing, strong feminist messaging, and support for campaigns related to equality. The language used across both its website and social media accounts is always consistent and has a clear style. For example, on its website, it set up a shop that provides clothes specifically for Pride events, while on its Instagram account, it showcases the individual items you can buy from this online store.
Outdoor clothing brand Stio is another company that has both established a strong and recognizable brand that delivers a message consistently across channels. The company stands out in its use of visuals to communicate that message. Compare the visuals the company uses for its homepage and newsletter signup. Both of these images are similar in their layout, color usage, and style. They convey a love for the outdoors, especially mountains, as well as every kind of clothes you need for these activities.
It may seem like a small thing, but if you deliver a consistent marketing message on every channel and every platform, your buyers will remember you. They’ll be more likely to remember your brand values, your style, and your message. With the right B2C messaging strategy, you can improve the customer experience and drive revenue.