The omnichannel approach to communication
The customer journey is evolving day by day, and the communication pattern must adapt to this. Communication methods must now be transformed and adapted to these Internet users’ habits to achieve a more complete and successful strategy. Multichannel has given way to omnichannel!
The multi-channel approach multiplies the contact points between the company and the consumer via different social networks. However, the omnichannel strategy will allow a consumer to use all the means of communication (social networks, newsletter, app, etc.) available to them to purchase or look for information, for example.
This user-centric approach is based on the consumer’s habits, who no longer uses just one of the brand’s channels during their customer journey, but several simultaneously. At first glance, regardless of the medium, your brand identity must be recognisable.
Harmonising the brand image
The first impression is the most important, so it is crucial to consider your content and your pages on social networks by aligning and establishing your visual identity.
Most companies have a defined corporate identity, and it is, of course, necessary to apply it on social networks. At first glance, the user should understand and know that they are on one of your company’s pages.
The filters on your images, the tones used in the feed of your pages, the typography used in your videos or visuals, the format of the videos and images chosen are all elements to be considered to exploit your graphic identity on social networks correctly.
However, thinking only in terms of the website and social networks is a mistake that many companies tend to make. Indeed, all visuals must be aligned: from business cards to email signatures, presentation templates or even invoices! Therefore, it is essential not to neglect anything and to be very meticulous in applying your graphic identity to allow your company’s brand image to stand out and be highlighted.