Musings |
 As a brand development and integration professional, marketing congruency has always been paramount in my mind. Is our brand congruent with all actions of our organization (and vice versa)? Are we maintaining our brand integrity across all communications tools? At one of Ken McArthur's Impact Events last month, the very talented Ken Rochon mentioned congruency between your online and offline presence. I know it sounds basic, WOW! We all know dozens of organizations with a stellar online exposure but shoddy customer experience and offline communication tools. And others, conversely, who rock their offline marketing, but have an amateurish online appeal.
Don't fool yourself into thinking online (or offline) is more important than the other. You should be equally aware of the preception you are building in both. If you have a "five-star" reputation offline but no one knows about it online, you are cheating yourself and your customers. If your online presence is award-winning, but your other marketing tools, products, services, and overall customer experience are lacking, you are not being honest. How congruent is YOUR online and offline persona? If you need help, contact the Marketing Muse. Comments are closed.
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