The strategic imperative behind multichannel branding
Why should a customer pay a premium for your product when information about your cheaper competitor's prices and service is only a few clicks away using the Internet? Because you are doing everything you can to ensure that your brand message is heard across all channels to attract the increasingly indistinguishable online and offline shopper.
New kid on the block
Multichannel branding is not new. What is new is the addition of the Internet to the list of available, more traditional channels: print, radio and television. Large companies could once control these limited communications channels and dominate a geographic market using vast amounts of money. Now, the Internet provides companies large and small the same opportunity to reach customers quickly and efficiently, making online branding a critical business requirement.
The Internet can prove a successful accompaniment to traditional channels of brand building to:
- Create an online brand experience
- Develop personalised campaigns to engage customers online and offline
- Build online retail partnerships to drive brand awareness.
A Web site reflects everything about a company and its brand: products, services, pricing, customer support and attitude. Everything about a Web site needs to support a company's brand: design, text, graphics, navigation, links and functionality. Brands that succeed do so because the brand reflects what the company does each and every day, not what it claims to do.…
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