It’s not uncommon for companies to create a collection of ads, giveaways, or events that appear to be relatively successful. While these random tactics may yield short-term results, they don’t truly advance the company’s objectives. Instead, a strategic approach is required to achieve the company’s goals.
According to Asana, a strategy is an action plan that primarily focuses on achieving long-term goals for an organization. Tactics, on the other hand, are the steps that need to be taken to reach those goals. While some tactics may seem effective on their own, in the long run, all tactics must be part of an overall strategy that will lead to achieving the organization’s goals.
To develop a comprehensive strategy, the initial step is to identify your business’s mission, values, target audience, and competitors. Subsequently, utilize this information to define key brand identity elements, including visual style (logo, colors, fonts), personality traits (e.g., friendly, bold), and core values. This approach establishes a consistent brand voice, encompassing the tone, language style, and vocabulary that align with the brand’s personality and resonate with the audience. Lastly, it’s crucial to continuously refine the brand voice and identity to ensure its relevance while maintaining core consistency.
McFadden/Gavender uses this structured, strategic approach as a blueprint to build brand recognition, trust, and emotional connection, forming a strong foundation for lasting branding success.
Your company’s overall strategy can then be fine-tuned and expanded to create an omnichannel strategy that works effectively in every type of media, both online and offline.
Creating an Omnichannel Strategy
Omnichannel marketing is all about connecting with customers through various channels. Omnichannel marketing creates a consistent and connected experience by identifying where your customers spend their time and utilizing diverse platforms and touchpoints, focusing on the customer’s journey whether it’s online or offline.
By sending messages that are tailored to each platform, you can significantly enhance your visibility, expand your reach, and engage your customers more effectively. This approach acknowledges that customers are unique and have different preferences, ensuring that all channels work harmoniously. This seamless integration allows businesses to connect with their customers in numerous innovative and beneficial ways.
Here are important steps necessary to maintain omnichannel consistency:
Develop a Unified Brand Guide
Create a comprehensive brand guide that covers visual elements (logos, colors, typography), tone of voice, messaging, and key brand values. This document ensures that everyone involved understands a business’s core identity.
Align Messaging Across Channels
Keep the core message and brand promise consistent across all ad campaigns, adapting only the style or format to suit each channel’s unique characteristics and audience expectations.
Use Consistent Visual and Audio Branding
Apply uniform logos, color schemes, and fonts across ads, whether in print, digital, TV, or radio, to reinforce brand recognition.
Centralize Content Creation and Approval
Utilize centralized teams or workflows for content creation and approval to ensure that all materials meet brand standards before publication.
Tailor the Content, But Not the Brand’s Core Identity
Adapt ads to fit the channel’s format (e.g., shorter, punchier copy for social media; detailed storytelling for longer formats) without altering the brand’s essence.
Coordinate Campaign Timing and Themes
Launch campaigns with aligned timing and themes to create a cohesive narrative across touchpoints rather than isolated messages.
Monitor and Audit Regularly
Continuously review ads from all channels for consistency in voice, style, and messaging, and promptly address any discrepancies.
When your brand’s identity embodies meaningful values, fosters genuine interactions, and consistently creates positive experiences, it moves beyond recognition to inspire loyalty and advocacy, turning customers into passionate brand champions.
Creating an omnichannel brand strategy that builds trust, boosts market share, and keeps customers coming back is a complicated undertaking that is best done by experts. Happily, McFadden/Gavender has an amazing team of omnichannel marketing professionals ready to take your brand to the next level. Give us a call and let us tell you how we can take your brand further.
