Everyday we work and shape strategies based on our very own objectives and perceptions. How much do we spend in understanding our environment? We cannot ignore it, our brands live online in tons of environment, most of them are user-generated.Think about Flickr pictures, YouTube videos, product reviews, blog postings, Tweets, Wikipedia pages… On top of that there’s all the online presence we’re igniting: online banners, facebook fan pages, paid search, email marketing, online promotions, contests, eCommerce site, online retailers….

But… think about it twice. Isn’t the same message that should circulate? Shouldn’t you try to convey seamless messages to get heard?

We believe, your digital branding strategy shouldn’t remain in isolation, we shouldn’t target at serving only people visiting your website. Because the online purchase process goes far beyond the communications you ignite. It probably starts from a search engine or a social networking site where you are mentioned, where your product are rated. Obviously we cannot control the messages out here but listening to it might help you save some time and money. By leveraging existing assets you can craft a better online reputation and stronger messaging.

Why not engaging people where they are instead of investing money in trying to make them shift towards your website. When ultimately the sale might happen in-store anyway. Online is part of an overall communication-branding strategy it shouldn’t be perceived as a media only and a sub-line in your budget.

Managing and investing on the web as an overall touch point with your customers can help better understanding of your brand values/message/uniqueness. Because it’s a media where people look for you, where they want to listen to you, it’s the interactive media.

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Olesons Mercantile

Remember the days when corporate websites consisted mainly of an “about us” and a “contact us” section?  Are these sections even relevant?  Your corporate website should act as your “storefront” but is that really what is going to ensure that consumers explore and remain loyal to your store or in this case, your brand? I’m going to get a bit nostalgic and use a Little House on The Prairie example to stir up this discussion:  What made Olesons Mercantile so different is sir Nels Oleson, not the fancy sign of the rocking chairs on the front porch.  Or maybe it was his wife Harriet… we’ll never know!

Why not evolve the way we envision the corporate website?  Maybe…dissolve your online presence into multiple touchpoints based on the consumers’ expectations.  Adapt with your consumers the same way you do in ye old brick and mortar store:  Celebrate your local and unique offering with your consumers.

Your corporate website should be a destination that serves people. It should be easy to find.  If it’s a transactional site, offer the simplest (more…)

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