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Creating a Unified Brand Experience


Whenever your customers interact with your store, online or offline, they should feel that they are authentically experiencing your brand. The trick to creating an authentic unified experience lays in making your customers feel like they are having a seamless experience of your brand. In order to create this, you’ll need to ensure that your customers have a consistent experience with your brand, when going from website to newsletter, receiving a product bought online, and interacting with your staff online and in-store. We’re looking over the tools and the practices to best make your brand into an experience.

Visuals

On social media, consumers are more likely to engage with brands that post pictures, than any other media [Socially Sorted]. So post pictures that promote your brand image and style. Mr Porter has a strong visual aesthetic which is stylish and luxurious - just like their brand. Looking through their website, online shop, and emails, you get a good idea of what shopping with them is like. Because their clothes and products are stylish and simple, they have extended this aesthetic to their marketing too! The overall effect makes for a sleek, well produced customer experience.

Customer Experience



Men’s clothing brand Huckberry have branded imagery which embodies their brand as active, strong, and stylish. Because Huckberry sell high quality, traditional style clothing, they use their social channels and eCommerce store to reflect this.


Customer experience



Voice It’s important that your brand voice and messaging is consistent across all channels, from your website to your social tools. Every time you put out a message it should reaffirm your brand’s unique tone and messaging style. For a helpful guide on maintaining your store's voice, check out MailChimp’s Voice and Tone for Email Guide. And then carry this through all channels, not just email.



Consistency By continuing to use similar colors, imagery, and format, you can create a consistent experience for your shoppers. When Urban Outfitters alter or update their aesthetics, even slightly, they extend this to the rest of their digital marketing. From their Facebook page, to their Twitter and Pinterest. Using subtle font, similar photography, and consistent descriptions and formatting, Urban Outfitters keep their customers’ experience consistently fun and beautiful.

Customer experience


Social tools
Instagram has become a valuable marketing tool that allows you to share your brand in little visual doses. It’s best used to give your customers and followers a little taste of your brand at its very best; funny, quirky, stylish etc. Sharing Instagram posts is a great way to enter your customers’ territory and remind them about your business. But keep it consistent with your brand look and feel! Need help? Here's a helpful guide to Getting Your Business Social: Facebook and Instagram.
Facebook is incredibly effective at supporting customer engagement in your business. You want to make sure you clearly know how you want to use your Facebook business page to its best potential. Post images that reflect your store’s style and use language that maintains your store’s voice.


Pinterest is another visual tool which allows you to spread your marketing reach further. Your Pinterest boards give your shoppers a look into your style, and allows them to imagine the products in their home or wardrobe. In order for your Pinterest page and boards to be effective, it’s important they’re in sync with the rest of your marketing and branding. Check out this helpful Guide to Starting your Pinterest Page.


Twitter is a great tool for engaging with your customers personally. With an estimated 307 million monthly active users, Twitter can be a great way of spreading your unified content further. But remember, use language that maintains your store’s voice.
When it comes to return on investment for customer engagement, email marketing is one of your best tools. Sharing awesome content delivers your customers a flavour of your store, and keeps them in the loop with all your latest stock and sale updates. Carry through your voice and style through to your store’s email updates and newsletters, and always link to your social pages and website. For everything a retailer needs to know about email marketing, check out this Email Marketing Guide.



Tips
  • Keep it consistent - Your customers should feel like they are experiencing your unique brand every time they come into contact with your business.
  • Post regularly - Make sure your are posting new material consistently and keeping your social channels updated. You want your brand to appear active, engaging, and social.
  • Show your brand engaging with your customers - How about using images of your customers doing great things in your clothes, or using your products in unique ways? Build an engaged community with your customers.
  • Have all your social links close together - If your customers are signing up for a newsletter, have your other social buttons sitting alongside your newsletter sign-up. It’s a nice way of showing them what other social tools you use.

1 comments:

Thiago Motta said...

Nice blog that is full of practical information. And the tips are also useful for Digital Marketing Agencies. I also work in the same field so I can say that the points are valid and need to be focused for a great exposure.