Most SMEs rely on both forms of marketing: traditional offline strategy and online strategy. In fact, traditional strategies offline are often the main source of business for small enterprises because direct advertising, and word of mouth are still a great way to communicate to customers.
However, some businesses run the risk of missing out by not integrating their online and offline strategy. One of the problems that arises through this neglect is that customers can get confused as to what the relationship is between a company’s online and offline communication.
If there are mixed messages or differences in branding/visual communications, this will directly impact your customers perceptions of you. Part of being a successful business is having a consistent brand (tweet this) . A brand is the perception customers have of your organisation, but also the promise and reputation that your business holds. Therefore, your offline brand or ‘look’ should be consistent with your online appearance.
Having a consistent brand both offline and online will help customers maintain your brand identity. Without a visually consistent identity .i.e consistent logos, messages and overall appearance, customers will get confused as to who you really are.
Reinforcing your online and offline strategy, means that all outward visual communication must stick to your core message and appearance. Not only will integration of both mediums make your brand stronger, it will also allow you to create simultaneous marketing campaigns. Making them, in the long run, more effective.