What factors should you consider when sharing your brand story on different channels?

When sharing your brand story on different channels, think about who you're talking to, adjust your style to match the channel's norms (like being casual on social media but more formal in emails), and use the right content format (text, images, videos). Keep your core message and branding consistent, engage with your audience, and pay attention to when you post. Also, use relevant hashtags and keywords, track how well your story is doing, and be ready to change your approach if needed. Know the rules of each platform and have a plan for dealing with problems. By doing all this, your brand story can connect with people in a way that fits each channel and keeps your message strong and reliable.

One of the best ways to connect with your audience is to know them intimately. If you know their pains, desires, motivations, fears, objections, etc, then you can speak to them in ways that address what they care about and in the way that matters to them. Knowing your audience also includes knowing what platforms they use. For example, Lamborghini don't advertise on TV because their audience who are mostly older men in leadership positions aren't sitting in front of the TV! So when you know your audience, including how they spend their time (like Lamborghini), then you'll go to where they hang out and be part of their natural environment.

Adaptability is key, Yet consistency in your core message ensures your brand remains not only recognisable, but authentic (which is vital, right?) When sharing your brand story across a number of channels, it's really important to consider the unique characteristics, nuances and behaviors of each audience. Visual storytelling does well on Instagram, while in-depth articles work better on LinkedIn for example. People use different platforms for different things. Use engagement metrics to provide insights into how your narrative is resonating, regularly reviewing and adapting your approach based on feedback. Prioritise genuine, relatable content over promotional jargon to forge meaningful connections with your audience.

When sharing your brand story across different channels, think of it as wearing different outfits for various occasions. Consider your audience and the unique characteristics of each platform. Adapt your content to match the style and preferences of the audience on that channel while maintaining a consistent brand message. Tailor the format, tone, and visuals to ensure your brand story resonates effectively in diverse spaces. Just like choosing the right attire for the right event, this approach ensures your story is well-received.

Audience. Attention. Platform. There are a range of ways people consume content and process information. There are big differences on some platforms. And nuances between others. Understand who is where, consuming what.

The format you use depends on your goals. For instance, if you want to inspire or entertain, a shorts video would be ideal. But if you want to educate, enlighten or delight your audience, then a blog, podcast, or long videos will do the trick. The type of content and format you chose should be aligned with your brand story and what message you want to get across. For instance, if you care about protecting the environment, then you shouldn't have a video of someone flying on a private jet!

Be a native, not a tourist. When sharing your brand story across channels, it's not one-size-fits-all. Twitter is great for unfiltered, stream-of-consciousness humor. LinkedIn is for thought leadership, and TikTok needs raw, punchy videos. Consider both tone and format. Be an active community member: engage, discuss, and support, rather than just broadcasting your latest deal. Create a dialogue. The goal of your content isn’t just to sell; it's to build genuine connections with your community. When done right, conversions will follow.

Just like you speak to different people in your life differently (boss different to partner, friend different to parents, etc), you need to adapt your tone to the channel you're using. If you're on Twitter (X), you can be relaxed but still impactful. But on Instagram, for example, you can be far more casual because your audience will welcome such a tone. So "read" the platform just as you would "read" a room in a social interaction.

Being consistent in branding is like being reliable in a friendship. Sure, you might tell a joke differently in a boardroom than at a family party, but the core of who you are shouldn't change. So, while your brand's tone might vary across platforms, its heart and identity should stay steady. Keep your colors, values, and main message the same, so people always know it's you, no matter where they see you. It's about striking a balance between fitting in and standing out.

Consistency in branding is all about showing your authenticity and commitment to your values. So your tone, message, brand image, vision, etc should all be consistent. Your audience should know, regardless of the platform, that it's your brand they're interacting with. Consistency helps your audience trust you because they can rely on you to show up in expected ways rather than being all over the place. No one trusts a personal or business brands that shows up differently every time.

In the dynamic landscape of various channels, adapting your brand story is necessary, but it's vital to anchor this narrative firmly to your core message, values, and identity. Consistency is key; presenting divergent stories or inconsistent imagery can muddle your brand's perception and weaken its impact. Instead, aim for a seamless brand story that resonates across all platforms, one that reinforces your audience's understanding of who you are, fostering trust and cultivating loyalty.

You can never know what's working if you're not measuring your results. By tracking and analyzing metrics such as reach, number of comments, times a page is visited, number of views on a video etc, you can see what your audience finds valuable and responds well to. And you can start doing MORE of what they want and less of what they don't.

The most important factor to consider is relevance. Firstly, you need to analyze the channels where your customers exist. Secondly, you need to understand their behavior on those channels, such as the content type they consume, their activities, and their preferences. Thirdly, you must develop a content strategy that effectively connects with your customers and conveys your brand story. Lastly, you need a detailed execution plan, including the resources required, budget allocation, and necessary skills.

Find a balance between doing your own thing and following trends. You want to build your own personality for your brans but also be in on the inside jokes.