Does Digital Harm Your Brand Experience?
Today, brand experience is played out largely online – whether its in search, social or your website. These digital experiences are woven into the fabric of our everyday lives. Successful companies understand this and strive to build powerful brand experiences across all employee and customer touch points.
So ask yourself, “Does our digital presence enhance or hurt the brand experience?” Here are four questions to consider as you evaluate the way you build and deliver your brand online:
Do You Effectively Tell Your Brand Story?
Simply pushing out information on your products or services is not enough. You need to demonstrate what your brand stands for. Be authentic and showcase how you pay off your brand promise to customers. And make sure your content is accessible, sharable and social-friendly, so your brand advocates can easily spread the word.
According to Gallup, the highest performing companies deliver on their brand promise 75 percent of the time — both online and offline.
Consumers are now more engaged and participatory because online channels have afforded them a high-touch experience. Activating your brand in digital is all in the details and going the extra mile.
Are There Issues or Gaps in the User Experience?
Every digital touch point is an opportunity to get it right or get it wrong. And bad user experience means a bad brand experience for your customers. Audit your digital experience down to the fine details.
Do you have a lead generation form on your website? What does the confirmation page say after a user has submitted their information? What about the error message for a form field the user forgot to fill out? If you answered, “I’m not sure” or “my web developer wrote it,” it’s time to audit your content ASAP. You should strive to deliver a consistent brand experience.
Matt Daly is VP of Client Solutions with JPL, a full-service, integrated, marketing agency. Daly provides strategic counsel to C-suite executives on building their brand and improving the effectiveness of their marketing efforts. JPL delivers strategic thinking and creative execution across a full range of services that include brand, digital, integrated marketing and internal communications.