Create a Multichannel Brand That Sticks

In this age of economic uncertainty, it’s imperative that your brand stands for something and resonates in the hearts of customers and prospects. Most marketers are under the misconception that a great brand is only about the logo, tagline, color palette and looking the same across all channels. While those are important tactical procedures, they’re not enough to create brand advocacy or insistence. You need a “sticky” brand.

In a session I co-presented at the DMA08 annual conference in Las Vegas last week, with Keith Eldred, project manager at New Pig Corp., a B-to-B cataloger of industrial safety products, we examined how to build a brand through customer experience.

In short, your brand must create a relevant and meaningful experience. Here are four takeaway tips we left the audience with to build a multichannel brand that sticks:

1. The directive must come from the top of your company. It’s best that one or two key people own and manage the process, with the ability to make assignments and meet deadlines.

2. Conduct extensive research to arm yourself with detailed information about your customers and competition. This goes beyond simple demographics. It involves digging into the heart of your customers to truly understand who they are and how they feel about you and your competition.

3. Know who you really are and what you own as a brand. It’s impossible to be all things to all people. You must own one thing that no one else does. It must be included in your brand promise and reveal a higher order benefit. Personify your brand so employees understand why customers buy from you.

4. Once you truly understand the essence of your brand, deliver it across all points of contact, over and over again. This must become a mantra for your organization that’s delivered and proven with everything you do. Make sure this effort is companywide, and revisit it in every strategy meeting.

Companies that have embraced this process have been re-energized and given powerful focus throughout all of their efforts. Better yet, creating a brand that sticks can deliver increased response and loyalty.

Lois Boyle-Brayfield is president of J. Schmid & Associates. You can reach her at LoisB@Jschmid.com.