Strategies That Can Help You To Have Consistent Branding Online And Off

Is there really something ill about marketing your brand online and offline

? Many company owners seem to feel so, most especially when they have been using traditional media as a means of successfully establishing their brands. The reason for this is that, while they found it easy to establish their brands through TV, mail, radio, and magazine ads, their credibility can still be endangered because of negative feedback and complaints they receive on the internet. Really bad for business.

However, those who are able to make the transition smoothly can expect to benefit from it. Rather than detract from their offline stature, online marketing can, in fact, add to it. Studies show that an "offline" interest generally translates to an internet search for more information. Just take the example of news organisations. CNN.com lets viewers connect to them via a variety of mediums such as social networking, Twitter, and their user-friendly website.

Overall, a combination of online and offline marketing can lead to better branding and improved results. There are several strategies that will help you thread the right path:

URL - keep a consistent image on and off the web. That means that every URL that your website is formally associated with should have a URL that is related to your brand, product, or service. It will help keep your business important to online customers.

Landing Page - new developments are always being introduced. Make sure that your company doesn't get left behind by staying ahead of the game. Your landing page should be unique, easy on the eyes, and relevant to the customers. Aesthetic isn't all though, the copy should be compelling and leave no doubt on the reader's mind what your message is.

Brand Consistency - it took a lot of investment to get the campaign right offline. Don't start making mistakes now. Make it certain that your representation in traditional media is reflected in your online activities. If you are already successful in branding, just replicate this experience for a wider market. Also, keep your strategy constant. For example, if your company provides discount for new arrivals, this offer should be available for all customers.

Online marketing opens up a whole new world of possibilities for your business. But it is also filled with new challenges and possibly even setbacks. Bear in mind that the main goal is to increase brand awareness, create confidence in your company, and seal relationships with satisfied customers. Having tension between online and offline initiatives may not have to exist. Both can work to your advantage.

by: Pilar Torres Wahlberg

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