Creative: Part 1. Keep Your Brand Identity Across Customer Touchpoints

As a multichannel marketer, you touch your customers in many ways. In a given year, they’ll see your catalog, e-mails, postcards, package inserts, Web site and even store displays. Across these varied media, what should stay the same? What should be different?

Lois Boyle, president of Mission, Kan.-based catalog consultancy J. Schmid& Associates, offers the following three tips on maintaining brand identity across multiple customer touchpoints.