This involves portraying the same voice, message, and appearance across all of your online channels. Find out about seamless online branding here.
Small businesses are naturally good at seamless branding. This is because there is usually only one person or a very small team looking after many branding tasks such as blogs, social media, and website updates. Due to this, the wording, imagery, and approach to each are cohesive and seamless from platform to platform. This is a great asset for a company to have as it shows those who interact with it that wherever they interact with the company (be it through their website or social media etc.), that they present a united front and singular, cohesive voice. Yet when companies grow, so too do their staff and the individual skills that they bring to the table. This can result in different people looking after different branding activities. Below, we list ways how your online branding can remain seamless even with multiple people working at it.
Logo + Slogan
When it comes to applying your logo to things online, it is a good idea to have your slogan alongside this (as part of the same image file). In this way, your logo and slogan become intrinsically linked wherever they appear. Make this single file the master copy as such and instruct all of the relevant team members to use this logo file online for their branding endeavors. In this way, the formatting and style remain the same and intact. Allowing multiple logo files to float around means that your logo will start cropping up in incorrect Pantone colors and stretched out of proportions etc. as the multiple files are being edited and adapted for use across many platforms.
Text + Writing
Everybody has their own unique writing styles in the way in which they construct sentences, select words, and even use punctuation, etc. Therefore if one staff member looks after your company’s FaceBook, another looks after your Twitter profile and another looks after your website content; this can present a very disjointed appearance for those who follow your brand. Coming at this as a new potential customer of your business, they may see via a boosted post on FaceBook that you are having a 20% sale off all coats during the month of October. Yet on your website, this may be transcribed as a 20% sale off winter coats. While arguably the same thing, this may cause confusion to potential customers who may leave your website instead of searching for a clearer answer. Due to this fact, it makes sense to have a single person transcribe and/or approve the wording across your business. A professional copywriter can also be sought for this purpose.
Scheduling + Timing
A blog is a versatile piece of content. Rather than just sit within a section of your website, it/its URL can be also posted to the likes of Facebook, Google Plus, Instagram, Twitter, and even your app if you have one. Although if this is a disjointed affair, your website may get a new blog posted to it first. The staff member responsible for FaceBook may post a link to this a day later whereas the staff member responsible for Instagram may follow a day after that. If the staff member responsible for Twitter and your app forgets to do this or is too busy to action straight away, it could be a week or more before these platforms see the ‘new’ blog content. With this, there is a delayed reaction and the possibility of outdated content making its way to some of your branding channels. Streamline this by utilizing cross-platform publication or having a single point-of-contact to ensure that fresh content is made visible across all of your branding channels in a timely manner.
Here at Ireland Website Design, our expert team consists of online branding and marketing specialists and copywriters who can use their skills to give your business that cohesive edge to bring it to the next level. Get in touch with us today to finally reach your online aims and goals.