The terms Multi-Channel and Omni-Channel are often discussed when talking about brand representation and strategic approaches to business.
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Traditionally, whilst these terms have often been synonymous with retailers, these approaches can be beneficial for a multitude of companies, regardless of their offerings. Not unique only to online channels, both of these terms and their resultant approaches assist in making sure that your brand is recognisable across multiple platforms, whether these are through the use of traditionally passive media or more modern active mediums. Technological advances have altered the ways that businesses build brands and market their goods or services. The means of advertising to consumers is no longer a one way street, but a motorway with multiple access points, all of which should flow together to create a streamlined approach and assist in building brand equity. This is something that has come with the user-generated content, consequential of the development of Web 2.0. Users can review goods and services, interact one-to-one in real time with companies and generate their own content with ease across a multitude of online spaces.
Through successful integration and representation of your brand across multiple channels, clients are able to interact with your brand on a deeper level, leading ultimately to brand recognition, resonance and repeat custom. The use of multiple channels as a means to engage with your current and potential clients will mean that you are more easily accessible, but this does not always culminate in strong brand recognition. In order to successfully achieve this it is important that across these platforms, the consumer sees not only the aesthetic appeal associated with your company, but also that no matter which platform is being used to interact with you, the offers, information and any content included are also in line with one another. There is no use providing offers for discounted services to clients across one channel and not enabling them access to the same if they was to interact with you or view your business through another medium.
Appearances do matter however; and whichever approach you take to attract custom, your brand should be exposed at every opportunity. This can be done through the use of clear and consistent imagery and non-deviation in colour palettes and font use. Whilst sounding as if this approach can be very limiting for designing and marketing, variety is still possible within the set framework of a brand. A great way to achieve recognisable branding that maintains consistency is through the use of brand guidelines, delineating exactly how your brand should be portrayed, no matter whether it is for print purposes, advertising and marketing, or for online engagement. You can contact our sales team for more information on brand guidelines here.