8 tips for consistent messaging in your marketing efforts
Customers are attentive. If you come across brand messages that do not correspond to your previous experience, take note of this.
Once or twice this may not be a big deal. But to build real customer relationships, brands need to make their fans feel like they know them. When every brand touchpoint looks or sounds a little different, customers wonder if they know the true identity of the company.
How can you make your marketing more coherent? Start with these eight tips:
Start with your values
Why did you get into business at all? What does your brand believe? What sign do you want to make in the world?
The answers to these questions relate to the values of your brand. Your brand values must be at the root of your marketing materials. Every message, picture, and social media post you post should reflect it.
If you can't clearly indicate brand value represented by a campaign, you shouldn't invest in it. Wrap your marketing efforts around your values, not the other way around.
Get customer-focused teams on the same page
Your marketing team may be the one behind your content, but it's not the only one that interacts with your customers. The sales team is usually a customer's first experience with your brand. Your customer service representatives will support you throughout the relationship.
When teams work in silos, the messages often differ between departments. This gives customers the impression that the company does not have its ducks in a row.
Especially if your company works remotely or is growing rapidly, it needs a solid knowledge management system. Knowledge management tools enable a team to create, share, and use information developed in other areas of the company. Some knowledge management companies like Guru even offer templates that brands can use to standardize their positioning.
Put together a style guide
A key document for the marketing standardization of your brand should be the style guide. A style guide provides a reference point for the use of logos, fonts, images, colors, writing styles and more that are associated with the brand.
If you haven't already, develop the style guide for your brand together. Try to understand how different teams used the logo, name, and images. Decide on a standard that does not differ significantly from how a team works.
Introduce this document to new employees by adding it to your knowledge management system. In this way, your work adapts to the rest of the company from day one.
Rely on templates
Regardless of whether the creative team designs the latest print ad or the customer department looks for a letterhead, everyone should have access to templates with approved style features. With these templates, every member of the company can efficiently compile professional, brand-related communication materials.
Resist temptation to customize the channel
Just because you're marketing on a different platform doesn't mean that the brand should change for it. Yes, a LinkedIn post should be more professional than a Twitter comment. However, this does not mean that the brand behind it is different.
Compare this with your personal and professional life. You may wear a different shirt and avoid swearing at work, but you are still the same person you are in your private life.
The key to getting this right is to reflect your brand's values. For example, if your brand is helpful, you can help others in different ways without affecting that value.
Learn to say "no"
Sometimes it seems like brands are expected on every platform these days. But the truth is that not every brand is suitable for every forum. A funeral home probably doesn't have to be at TikTok. Nobody finds an amusement park on LinkedIn.
Always ask yourself: Would our customers expect to find us here? If the answer is no, you should spend your time promoting yourself on more relevant channels.
Check the influencers for fit
Influencer marketing is hot right now. While people pay attention to blogger opinions, not every blogger is right for every brand.
Think about it just as you think about channels. If you're a children's toy company, does an extreme sports influencer fit? Probably not.
Ask yourself the following questions to find the right influencers for a partnership:
- Is your audience similar to my brand audience?
- Does this influencer share my brand values?
- Has this influencer had tasteless or derogatory comments in the past?
- Does this influencer fit my brand in the long term?
- What other brands does this influencer work with?
Develop an approval process
To ensure that your brand's marketing materials are buttoned up, you need an approval process. An approval phase not only detects typing errors before the message is published, but also ensures that the tone and audience are correct.
The approval process should not be cumbersome, especially with current content such as social media copies. Appoint a trusted member of your marketing team as a gatekeeper. Make sure that this person compares each asset with your brand's style guide. And if in doubt, don't delete it.
Aligning your marketing materials doesn't happen overnight. Corporations spend millions of dollars and countless hours of staff time doing everything right.
However, keep in mind that customers are attentive. You will notice that your brand is trying and that is the biggest part of the struggle.