To keep up with their competitors, companies should be cognizant of the power of offline branding. Even online merchants use offline branding, whether it’s in the form of multi-million dollar advertising campaigns or through word-of-mouth from employees. “Branding strategies are more than just a company’s image; it encompasses the experience you want people to have when interacting with your organization,” says Jody Bivens, art director at UPBrand, a firm that helps companies to hone their brand visibility. “It is important to keep your branding consistent so people ‪have the same experience with your company every time. That means the look, feel and tone of your brand’s voice – both digitally and in the physical world – should reflect what you want your company to stand for.” Continue reading for tips on how to build on and manage your company’s brand reputation and align your offline and online advertising.
Types of Offline Brands
Analyze your audience, and determine what offline brand types are most effective for converting new customers, as well as reinforcing relationships with current ones. If your target market is not Internet savvy, consider talk radio ads. Print campaigns, billboards, television commercials, and vehicle wraps may work for businesses with large budgets. Business cards can be modified to fit your brand as well. If your brand prides itself on innovation, you could use plastic cards to convey a unique sensibility. Eco-friendly brands could print business cards on recycled or seed paper.
Other areas of offline branding to show consistency with online branding include stationery, annual reports, brochures, direct mail, and trade show banners. Grassroots advertising and word-of-mouth promotion can also help a company’s brand. Make sure your employees understand your brand’s mission and can effectively convey it to clients and prospects.
Brand Guidelines
Establish your brand’s guidelines and make sure your message is consistent across the board, to ensure continuity in all forms of advertising. Create a brand guideline handbook and send copies to your employees. Dean Marsden, video marketer at Koozai, a digital marketing firm, says this handbook should include the following:
- A brand overview.
- A logo visual guide with correct and incorrect logo usage example.
- Brand colors for all forms of advertising.
- A copywriting guide with tone of voice and correct brand name format.
- A glossary of terms related to your brand.
If you use an outside ad agency, keep them updated with any changes in this handbook, so they will consistently know what the goal of your brand is. That way advertisements will reflect well on your brand and target the right consumers. Perfecting your brand’s tone of voice in its communication is vital and can only come with consistency.
Think about what makes your company stand out from the competition, and try describing your brand as a consumer, to glean insights, writes MailChimp content strategist Kate Kiefer Lee. She also suggests teams brainstorm, and use emotional responses to guide a brand’s tone.
By Peter Marino, owner of reelWebDesign.com, a complete digital marketing company in NYC.
