Language, or more specifically brand language, is how a business communicates with their current and potential customers. Brand language should apply across multiple platforms, including website, social media, goods packaging, online and offline advertising, and internal and front-facing email communications. While certain platforms may address specific audience segments, businesses should steer clear of changing their language too aggressively. According to Jacob Warwick, contributing author of Percolate, a leading content marketing platform, “having consistent branding online and offline across different channels has become more important than ever when it comes to accurately relaying your messaging to your consumer base”.
Consumers should not experience a different persona or brand language from one platform to the next. Warwick continues, “Top companies often find marketing success by creating omni-channel campaigns that appear seamless across all of their channels”. From billboards and print collateral to online channels, such as website and social media, businesses must maintain the same brand language to ensure recognition and positive consumer response. A consumer’s initial experience with one channel may trigger them to seek out that company’s presence on other channels. For example, a consumer may see a billboard on their way home from work and then search for that company on Google My Business. If there is a disconnect in the messaging, the consumer may seek out other, more dependable brands, rather than attempt to make sense of inconsistent objectives and messaging.