One of the most important goals of a marketing team is to be able to create a unified brand across all of the touchpoints and stakeholders. Due to the prevalence of digital outlets, there have been many new platforms where marketing teams need to cover and make sure that all of the messages are unified.
Brands and corporations are constantly struggling to be consistent and create a singular image without inconsistencies on every platform because when that doesn’t happen, the customers can look at the brand and have one experience, while the employees have a completely different experience, and the investors have a completely different picture from the previous two – all of which results in brand confusion at best, and brand conflict at the worst.
Having a unified brand strategy means that the engagement between the people who are representing the business and those who are only experiencing it should be a lot more consistent.
However, most of the time, businesses only end up focusing on one or two aspects of their brand image and tend to ignore the opportunity to turn their employees into advocates for the company. In some cases, many corporations end up assuming that they only need a strong product to attract consumers.
More Than Social Media
There are practically countless tactics for creating marketing campaigns and using tools and resources, and social media is just one of those tools. While the great thing about social media platforms is that the brand can immediately receive consumers’ reactions about what they deem is important and what isn’t, all of the available channels should be analyzed in detail to really know the risks and benefits.
Suppose the brand isn’t certain that it can easily present itself as authentically as possible on certain platforms, or even engage in an open dialogue with the audience. In that case, that platform shouldn’t be used at all. Additionally, each platform should be used differently, and with a specific goal in mind, and the business needs to take its time in figuring out which platform should be used for which message.
When a brand can appeal to both the logic and the emotions of its employees, it will be able to attract and retain good employees. With effective employer branding, where both the internal and the external views are used to discover all of the aspects of the brand experience for the employees, a company can get valuable insight into employee motivations.
Additionally, a great way to market a brand is through its own employees, who can become brand ambassadors. These are the best people who can credibly communicate about the company itself and make the things behind the scenes credible for the public. By shaping the employer branding of a company, out of the culture inside of the company itself, and then putting the employees at the center of that branding, companies can easily motivate those employees to channel their own pride and recommend the business itself.