How do you deliver your brand promise across channels?

1 Align your channels with your buyer journey

Different channels serve different purposes in your B2B marketing strategy. Some are more suitable for awareness, some for consideration, and some for decision. You need to map out your buyer journey and align your channels with the stages and goals of your prospects. For example, you might use social media and blogs to educate and inform, webinars and case studies to demonstrate and persuade, and email and phone to follow up and close.

2 Optimize your content for each channel

Your content is the main vehicle for delivering your brand promise. You need to tailor your content to fit the format, tone, and expectations of each channel. For example, you might use videos and infographics to capture attention and simplify complex concepts, white papers and ebooks to provide depth and authority, and testimonials and reviews to build trust and credibility. You also need to optimize your content for search engines, mobile devices, and accessibility.

3 Maintain your brand identity and voice

Your brand identity and voice are the elements that make your brand recognizable and memorable. They include your logo, colors, fonts, images, tone, and style. You need to maintain your brand identity and voice across all your channels to create a consistent and coherent impression. You also need to adapt your brand identity and voice to suit the context and culture of each channel. For example, you might use a more formal and professional tone on LinkedIn than on Twitter.

4 Engage with your audience and solicit feedback

Your brand promise is not a one-way message. It's a two-way conversation that involves listening and responding to your audience. You need to engage with your audience and solicit feedback across all your channels to understand their needs, preferences, and challenges. You also need to monitor and measure your brand performance and satisfaction across all your channels to identify gaps and opportunities. For example, you might use surveys, polls, comments, ratings, and analytics to collect and analyze feedback.

5 Align your team and partners with your brand promise

Your brand promise is not only delivered by your marketing team. It's also delivered by your sales team, customer service team, product team, and any other partners or stakeholders that represent your brand. You need to align your team and partners with your brand promise and train them on how to communicate and demonstrate it across all your channels. You also need to provide them with the tools and resources they need to deliver your brand promise effectively. For example, you might use brand guidelines, templates, scripts, and FAQs to support your team and partners.

6 Test and improve your brand promise delivery

Your brand promise delivery is not a static process. It's a dynamic and continuous process that requires testing and improvement. You need to test and improve your brand promise delivery across all your channels to ensure that it meets your audience's expectations and goals. You also need to adapt and update your brand promise delivery to reflect the changes and trends in your market and industry. For example, you might use A/B testing, experiments, and audits to test and improve your brand promise delivery.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?