How to Keep People Engaged With the Total Brand Experience

What do people think when they see your brand floating across the web or social media or wherever else people might come across it (skywriting or whatnot)

  1. chevron left iconHow to Keep People Engaged With the Total Brand Experience
Douglas EldridgeMay 30, 2017
  • Content Management
  • Digital Marketing

What do people think when they see your brand floating across the web or social media or wherever else people might come across it (skywriting or whatnot). Are you confident that people are seeing what you want them to see?

Nearly 90% of marketers rightfully expect customer experience to be the number one factor that differentiates them from their competitors.

What does this mean for your organization? First, interactions with both potential and existing customers must be prioritized. Second, every employee should be treated as a potential marketer with a responsibility to convey your brand’s message and core values.

Organizations setting themselves apart from the competition are able to navigate these tricky waters by turning employees into effective brand ambassadors. They also build a consistent marketing message by consolidating the myriad of digital marketing channels under one software platform. Only by engaging your employees and giving them invaluable tools to communicate with customers can your true branding potential be achieved.

Connectivity and consistency

Today’s connected landscape between employees and customers means everyone ranging from customer service reps communicating via live chat to people responsible for Twitter engagement are responsible for your brand’s image. We all hope our employees do their job well and leave the customer with a positive impression, but what if their perceptions shift back and forth based on different interactions with your employees? 

Consider a situation where your social media team is serious and your email marketers add witty jokes at every turn -- or two different people fulfilling the same role who engage with a customer in contrasting styles. A culture within your organization must be created to celebrate a consistent brand experience and keep employees educated on the most important messages to convey to customers.

Upholding a brand’s image should extend to less obvious employee interactions with customers. Imagine the example above about a customer service rep providing help on a live chat interface -- do you want employee to simply answer the question in a consistent manner or leverage the situation to instill your brand’s message? Something as simple as a consistent, branded goodbye goes a long way in ensuring your brand resonates with the customer after any interaction.

Centralization and integration

Much of this branding success comes down to implementing a single tool to manage the ways in which employees engage with customers. Employee training and engagement alone might create cultural shifts in how your brand is perceived internally, but too many moving parts undermine the ability to implement consistent brand management to the public. A software platform that handles every digital media marketing initiative -- with the ability to track results -- thus helps employees consistently engage and influence customers.

Imagine telling an employee how to drive a car using new technology. One car involves a series of disjointed steps that takes months to master -- much like managing dozens of different software platforms used in brand marketing. The other car only requires learning one intuitive process with a much smaller learning curve. Everything needed to manage the process, from multi-language marketing and tag management to every social media channel, starts and ends in one place.

While the responsibility is the same in either scenario, only the latter option is truly viable. By giving employees the right branding initiatives and a single all-encompassing tool to share your message, brand management becomes effortless.

No matter how many systems you choose to use, the fact remains that your brand is the central to what you do as a marketer and you are the guardian. Whether or not you want to simplify your job is up to you.

Download our white paper 'Delivering a consistent brand experience' to learn more about cultivating your employees to become better brand ambassadors and streamlining internal workflows to effectively market your brand to customers.

Douglas Eldridge
Doug Eldridge has worked in marketing and communications for fifteen years, with experience in marketing agencies and software vendors, he’s written for CMSWire, eContent Magazine and various industry blogs. Doug is based in Denver, Colorado, is an alumnus of censhare US and while he is not writing, he is a typical Coloradan, which means a lot of time in mountains and breweries.

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