If there’s one good thing to have come out of this time, it would have to be the innovation and leapfrog into the future that all brands have had to take. If you were used to selling from a physical store, sending paper invoices or taking all your meetings face to face then chances are you’ve had to make some major shifts to the way you work, writes Kady O’Connell of Kady Creative.
This doesn’t mean that all the hard work you’ve put into building your brand has gone to waste but it is essential that you keep the very essence of your brand and transcend it into a new experience while maintaining the integrity you’ve strived so hard to build from the beginning.
Try these four tips to transition your brand online
Communicate your brand story
Humans are sensory beings. And we use all of these senses to create mental references and decide what is ‘good’ and ‘bad’ or ‘right’ and ‘wrong’. In person you read body language, feel the texture of a product, smell the fragrance of a store and all of these details contribute to the opinion we form of a brand. They say we make our minds up about a person within 3 seconds. It’s no different online. Yet how can we engage people on all of these levels to evoke an emotional response and help them resonate with your brand?
This is why your online brand is imperative. Do you ever visit a website and just instantly know it’s for you? That’s because they’ve done their research and know exactly who you are. From the fonts used (are they rounded and welcoming or in all caps and dominating) to their colours (do you use yellows to make them feel warm and welcome or monochrome to ooze sophistication and seriousness). All of these things communicate and tell your story. One way or another, a story will be told, it’s up to you to control what that story is.
Keep a consistent tone of voice
Once you’ve created a solid visual brand and website that strategically connects you with your ideal client, it’s time for them to engage with you further and read more about the brand. It takes 7-22 touch points for someone to know, like and trust a brand so it’s imperative your messaging stays uniform throughout every digital touchpoint. Why? Repetition = Trust.
So how can we emulate this for your brand? It’s all about deciding what platforms you will use (website, social media, email newsletters etc) and ensuring they sound and look the same in every place. Because if they don’t, it’s a waste of a touchpoint and ultimately confuses your customer.
Optimising your brand’s digital experience
It’s one thing to have a nice or even a beautiful website. But what do you want your audience to do? You need to be the one in the driving seat here and design a roadmap for the site with the ideal customer journey you want them to take. Decide on the ultimate goal of your website and work backwards to make a step by step plan of all the actions your audience needs to take. Then? Make it as easy as possible for them to take that action. Don’t overwhelm people with information and multiple options. Use clear call to actions to take them from one page to the next and closer to that end goal.
Think about who your ideal customer is and what they want and need urgently. Then tailor your website to suit. Think about the little details such as ‘abandoned cart emails’ or follow up offers if people were on your site but didn’t buy. Think about incentives such as free shipping to entice them. It’s all about making their life easier and making them feel special and thought of.
Innovating your customer experience
When a customer comes into your store you can read their body language. You can adapt your selling techniques and mirror their body language and behaviour. Which makes it difficult creating an online customer experience where it’s a ‘one size fits all’ and has to work on everyone.
The way around this is personalisation and segmentation. By using the right platforms to capture information about your clients online, you can adapt the messaging they will see through things like your email newsletters and you can make it very personalised. You can personalise emails to use their first name, filter emails to make sure you’re only sending the relevant customers on your list certain offers and promotions.
You can even add a touch of offline personalisation through things like hand-written and personalised thank you cards which you can include with your orders. Take it a step further and have a few thank you cards you can use for example one geared more towards males and one for females.
There really are so many ways you can tailor the experience and show your audience that you care and get them. It’s just about thinking outside of the box and getting some help to apply things to a digital space.
Want more? Get the latest coronavirus news and updates straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter
Now read this