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

1. Vary your message, not your voice. Customers will get used to the way you speak to them, notes Boyle. If the same person isn’t responsible for writing copy for every customer touchpoint, keep samples of your copy voice on handfor easy retrieval, says Boyle. The message, however, should change with the goal of the piece. Reaching out to new prospects? Tell them what’s unique about your brand, she notes. Reactivating old customers? Let them know you miss them by saying so and offering a promotion, she notes.