Creating a Seamless Brand Experience Across Digital Touchpoints

Making sure the brand experience is smooth at all digital points of contact

The Good Things About Having Just One Brand

In 2023, Harvard Business Review did a study that showed 73% of people shop through more than one site. Still, many companies still have trouble making sure that all of their digital interactions with customers are the same. It would be hard to find your way around a store if each aisle had a different brand logo, price structure, and way of helping customers, right? When a business doesn’t align its online presence, that’s what takes place.

During these times, omnichannel branding plans are helpful. Businesses can get customers to stick with them and buy more by making sure their message, brand, and customer journey are all the same on all platforms. Now let’s look at how to make the brand experience smooth on all digital parts.

How do you go about omnichannel branding?

Omnichannel branding strategies try to make sure that the experience is the same whether a customer talks to a brand on the phone, on social media, on a website, or through customer service. When you use omnichannel branding, all of your platforms work together to make your brand stronger. A multichannel strategy might work in different silos, but this is not the same thing.

The following are things that make omnichannel branding work:

One Voice: Your brand’s voice should be the same in ads, emails, social media, and web content.

Visual Identity That Stays the Same: On every platform, the design, colours, and fonts must be the same.

For the Customer—Whether they are on your website, in an email, or in an Instagram ad, the customer should feel like they are talking to the same business.

Technology that works together: using automation and APIs to connect customer data and make the experience more personal.

What people think about a brand based on digital touchpoints

People’s thoughts about your brand are affected by your website, email campaigns, social media pages, chatbots, and even how they talk to customer service. One point of contact that is very different from the rest can hurt trust and cause fewer sales.

A person clicks on a Facebook ad that says there is a “limited-time offer.” When they get to your website, the discount is not shown anywhere. They are likely to leave right away because they believe you lied to them. Another way to get people to buy is to make sure that your ads, website, and checkout process all work together.

Important places to improve in digital touchpoints:

On your website and landing pages, make sure that the messages, calls to action, and brand are all the same.

For email campaigns, make the messages more personal and make sure they go with the deals you’re running on your website and social media.

On social media, make sure you always use the same brand colours, images, and tone.

For mobile apps, make sure that the brand and how to get around are the same on all digital devices.

When it comes to chatbots and customer service, make sure that the tone and answers belong to the brand.

How to get the most out of omnichannel branding strategies

1. Use information to make things more unique to you

Brands should know what their customers want. Forbes says that 76% of people are more likely to buy from brands that give them a unique experience. Multiple digital touchpoints give businesses data that they can use to send relevant content, offers, and product suggestions.

Application Programming Interfaces (APIs) make it easy to connect different systems. APIs let systems share data and talk to each other at the same time. By developing their own HubSpot API, brands can connect their CRM to social media analytics, email marketing tools, and e-commerce platforms. Everything you do with customers will be in sync across all channels.

3. Follow your brand’s rules everywhere you go

When people work on content for a brand, they need to make sure that everyone follows the same rules. These are some of them:

Using a tagline

Colour schemes

Putting type

Different ways to talk Voice tone

4. Set up automatic marketing tasks

The help of technology consulting and automation can help brands cut down on the mistakes people make and make sure that communication stays consistent. Smart workflows that are based on how users act can start personalised email chains.

Plan your social media posts so that they go with the campaigns you have coming up.

Make sure that the way chatbots respond works the same way everywhere.

A lot of people switch between gadgets. Someone might look around on their phone first, then move to a desktop to see more options, and finally buy something on their tablet. 

Find out how to use HubSpot and APIs to track data from all channels.

 Businesses can keep track of all of their interactions with customers across all of their digital touchpoints with HubSpot. This tells them how people use their site, how well their campaigns are doing, and how consistent their brand is as a whole. 

The Case of Brooklinen’s Success with HubSpot

With HubSpot’s data-driven insights, businesses can keep track of how they interact with customers across all of their interactions, making sure that their strategy works as a whole.

Important Pros of HubSpot:

One set of customer data: One place to store and look at customer behaviour from emails, website visits, and social media posts.

Smart Automation: To personalise communication and keep brand consistency, use workflows that are driven by AI.

API Integrations: Custom integrations make it possible for HubSpot and your other marketing platforms to talk to each other without any problems. Our job at 9H Digital is to help brands streamline their omnichannel efforts by developing HubSpot APIs and giving technology advice. If you want to take your brand consistency to the next level, talk to Ale about HubSpot today. Book a call here.