Brand Consistency In Messaging

In a multi-channel marketing campaign, communication consistency must be ensured across the whole spectrum of all marketing programs.

Establishing brand words
Brand words are core values of your company like "Pushing Boundaries" or "Good Design Is Good Business" in my case. These well thought out messages should be able to use across all channels in print and digital media. This will help build consistent communication to your audience.

The style and tone used in each marketing channel is crucial. While the exact content of your copy will differ somewhat across channels, the overall qualities should remain the same. Using formal language in some areas and quirky off-beat message through social media may create brand confusion if it is not carefully done.

Keep the tone the same throughout as this will build consistency in your brand.

Play to channel strengths
Define your key messages clearly from the beginning and use the strengths of each channel to communicate these effectively. Identifying which of your brand messages are best suited to each channel, you can boost the effectiveness.

Twitter, for example, gives B2B marketers the chance to get their message across in a single concise sentence of no more than 140 characters. By using link-shortening tools, this can be a great way to direct Twitter users towards other websites, blogs or video sharing sites when you need to expand on the message.

Email marketing, lends itself well to short snappy paragraphs with a series of meaningful headers, that are supported by relevant images and videos that can strengthen your message.

Twitter and Facebook, in particular, offer a great opportunity for B2B brands to communicate in a more direct, interactive and friendly way than traditional marketing channels like Direct Mail (bearing in mind the need to retain a standard lexicon for your brand).

Think strategy at all times
The purpose of your marketing efforts in each area should be underpinned by an overall strategy to increase your brand’s visibility and bolstering its reputation.

Communicate consistent brand’s values across multiple channels to provide your customers with a complete picture of what you’re all about and what you can do for them.

Track your results
Keep track of your marketing messages. Optimise your campaign by establishing a system to track and quantify results to reach its full potential.

Once this system is in place, split-testing can be used to identify strong elements in each part of your campaign, and replace those that are under performing. In the world of Internet marketing, even tiny changes can make a difference. Take the time to optimise your headlines and body copy to proven results.