— By Trina Fleming
I can answer that question with one word: consistency.
When potential customers want to learn more about the personality of your business, they head to the Internet. Some will go right to your website, most will Google you, some will search Facebook, and others will check out LinkedIn. Having brand consistency across multiple online channels is imperative and is quickly becoming one of the most important factors in a successful online marketing strategy.
Why is consistency so important in your online brand?
- Consistency helps you manage perceptions. By thinking carefully and deliberately about your online presence, you can shape how people perceive you and your business. Consistency indicates professionalism, purpose, and stability.
- Consistency conveys how you do business. Are you serious? Are you intentional? Do you follow through? Are you focused? Consistency or lack of it will provide a very quick yes or no to each of these questions.
- Consistency eliminates issues surrounding brand confusion. Don’t leave potential customers wondering which is more up-to-date, your website or your Facebook page. A consistent brand instills confidence in doing business with you and makes that decision easier.
- Consistency protects your investment. The money and time that you have spent building a brand and reputation can be quickly degraded by inconsistency and sloppiness. There is no point in taking the time to write a great description of your business only to have it overshadowed by last year’s description that has not been updated across the board.
- Consistency builds trust. Every online encounter is an opportunity to build trust in your brand. Trust is constantly earned and renewed. But trust puts you in a position where the work is yours to do and the client is yours to lose.
Potential customers may not notice if your branding is consistent across all platforms, but be assured that they will notice if it’s not!
Trina Fleming is the VP of Marketing and Communications for WHW, a non-profit organization that provides the unemployed and underemployed the skills and resources they need to get and keep a good job. Trina directs the development and implementation of WHW’s strategic marketing, public relations and branding activities and manages WHW’s Retail Store, Deja New, which supports their mission through fashion.