Authority is becoming increasingly important in our interconnected and social world. Consumers make decisions based on they and their friends trust. As a brand, it’s important to take steps to ensure that you’re carefully crafted brand image is appearing consistent in every facet of your strategy.
Brands need to appear to be saying the same thing wherever they can be found - and that includes online, offline and outdoor marketing efforts. If there’s a disjoint in any part of your branding, consumers will grow skeptical over whether they can trust you as an authority, and whether they want to invest their time and money in your service.
Look at the conversation styles you have on different social channels and on different aspects of your branding. Is it consistent in style? Are you conveying the same values that is held by your brand in different promotional areas?
Of course, companies will have different sets of audiences, and will need different strategies to address their different demographics. However, on the whole, the values your brand holds should be conveyed consistently, and your style of conversation should be similar across the channels you’re using for different audience segments.