Every day new online marketing communication channels are introduced and businesses scramble to leverage these in hopes of driving traffic, generating leads and converting sales.

Unfortunately, in their effort to maximize the Internet marketing opportunities available, many businesses – old and new – quickly lose sight of their overarching strategy and the brand itself. The result is a plethora of competing brand messages driven by promotional offers and irrelevant chatter on social networking sites, blogs and online video.

Certainly that approach can deliver a few short-term wins, but will it help your company achieve its long-term goal of building an online brand for sustained growth?

The marketing 8-ball says… “Very doubtful.”

While online marketing is hands-down the most effective way to deliver your brand message, it still requires an overarching strategy that weaves a consistent brand identity and message across all of your e-marketing channels, including your website.

Whether you are working with an agency or managing your online marketing efforts in-house, here are a few tips to help you build brand consistency online:

Website – When designing your website, don’t abandon core design principles and create clutter. Your web design should incorporate the consistent use of your brand’s color palette, photography styles and typefaces. Most importantly make sure that the voice of your brand is reflected in the way the copy is written for your website. A company that does this well is apparel marketer, Banana Republic. The site reflects the brand perfectly.

Social Media – It’s easy to get caught up in the conversation and forget what it is that you wanted to say. The best way to ensure your social media efforts deliver a consistent brand message is to create a social media messaging plan. The plan ensures that whether on FaceBook, Twitter or MySpace your posts reinforce the brand message and reflects the brand voice no matter who on your staff may be involved. H&R Block does a great job of this on FaceBook, ensuring that the “you’ve got people” brand message comes through loud and clear.

Blogs – The first element of a great company blog is content, but the content has to reinforce the brand message. The best way to ensure this happens is to stay focused on subjects and information that is relevant to your company and to your readers. As with Social Media, a messaging plan identifying the key point of upcoming posts is a great way to stay on track. Kodak’s “A Thousand Words” blog focuses on photography and reinforces the Kodak brand.

Online Video – You no longer need a high-end production team to create video to leverage in your marketing, but you do need a script and images that reinforce the brand message. Online video works best when it engages the viewer with a relevant message that is supported by the brand. A fun and engaging example is Kaiser Permanente’s “When I Grow Up” video to support their Thrive campaign.

Email Marketing – Brand consistency for email marketing involves not just the content, but the overall look and feel. As with your website design, you want to make sure that there is a consistent use of your brand’s color palette, photography styles and typefaces. Content relevancy for both the reader and the brand message is a must. RoadRunner Sports has a great monthly e-newsletter written for runners by runners.

The key to building brand consistency online is to stay focused on the brand marketing strategy and not get caught up in the tactics. Remember, the communication channel isn’t what matters. What matters is what you say and how you say it.

Not sure of your online brand strategy? Email or call Bayshore Solutions at 866-352-4791.

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