Interweaving Your Marketing and Your Output

Creating a consistent message across your branding is a technique that’s always going to benefit your business. This can help your content to become easily recognizable, as well as allow your branding to become stronger through reinforcement.

This might be something that you’re already doing across your different marketing channels, but it might be time to incorporate it into your product or service as well. After all, you want this to feel like the culmination of your customer experience – they already know what to expect from the marketing, and now it’s time to deliver.

Reverse the System

Instead of now scrabbling to ensure that your product or service is representative of your marketing, you might think of how you can design your marketing around that central effort.

You might feel as though your brand has the prime opportunity to present audiences with something that is lacking in the industry. Taking advantage of this gap in the market with a thunderous debut might bring you an enormous amount of positive reception. If this is your mentality, then your marketing might revolve around how you have an in-depth knowledge of the field and are able to give the customers exactly what they want. Thanks to your product already doing a lot of the heavy lifting, people might be familiar with how these aren’t just empty words – instead something that you feel confident enough to support through your actions.

Secure Processes

No matter what the specifics of your marketing actually are, there will be some consistencies across businesses. One of these will be a commitment to keeping audiences safe, secure, and comfortable. That means that you have to put some effort towards security so that you aren’t constantly struggling with breaches and similar issues. If customers feel as though their data, privacy or security is at stake simply by interacting with your business, they aren’t likely to stick around.

This might be a mentality that you take towards your broad business security, but it’s also valuable to think about it in relation to specific areas. If you use tools throughout your web design APIs, searching for API security best practices and working with the right experts to implement those can stop vulnerabilities from emerging in unexpected places.

Emphasize Customer Service

The place where the boundary between these two aspects of your brand might be most blurred could be in your customer service. Interfacing directly with your business can showcase to customers exactly how committed you are to the values that you preach. If, for instance, they come to you with a complaint about your service only to find that they’re promptly inundated with attempts to upsell them, they might be frustrated – especially if you’ve had a people-first approach in your communications.

Reinforcing your personality and your central messaging here is important as it’s a more spontaneous space, away from the curated designs of your marketing. Infusing that messaging with an element of personal interaction can also add a grounded, human element to your marketing.

Photo by Christina Morillo: