Along the customer journey, users switch from one channel to another: a multitude of touchpoints that the brand experience must be able to reach. This is the essence of omnichannel, and continuity and coherence are at its very core.
The world of communications has always been populated by meteors: buzzwords that fly through the air before crashing down to earth, left to gather dust like an old pair of shoes in the attic. For example, the fervor around mobile marketing in the 2010s or the inescapability of a Snapchat profile for any brand in 2016.
There has been talk about the omnichannel approach for some years now. The term appears to have become synonymous with brand strategy, withstanding the test of time and rising above other fleeting trends to become an invaluable asset of brand communication. It is uttered so often that we no longer stop to think about its meaning and above all, its implications on how communication takes place.
An omnichannel approach is the synergistic management of all touchpoints between the brand and customers
So, what does omnichannel really mean?
Omnichannel is the synergistic management of all online and offline touch points in which the brand and customers interact; these points must be interconnected.
Of course, we are all aware of how different channels can be used to reach out to consumers: websites, a plethora of social media, chatbots, e-mails and newsletters, as well as voice assistants and streaming platforms plus traditional media and physical spaces in the real world.
In this multichannel scenario, not only is the target audience more exposed, but it is also much easier for users to hop from one channel to another without even realizing it. This is exactly why brands are expected to keep up the pace with an omnichannel strategy, constantly re-presenting themselves in a coherent way and updating their messaging.
So, the real challenge for those operating in today’s world of communications is not so much overseeing multiple channels as it is ensuring their coherence with each other.
The target audience must have a balanced perception, i.e. brand continuity and consistency through all touchpoints.
But what is the secret to building what is defined as brand consistency? There is no miracle formula, although precise and profound thought is fundamental. Thinking of brands as though they were people certainly helps.
Let’s take a look at an example. We meet a large number of people every single day, but very few leave a lasting impression: we usually only remember those we love and build a relationship with. We learn to recognize their voice and main character traits, even going so far as to imagine their next actions.
The same goes for brands. Without a doubt, the first step for every brand is to stand out from the rest and gain recognition through relevance, trust and uniqueness. However, the journey can take on many different forms, as each brand must speak to the world about what set it apart in the first place.
This is why we believe brand and communication are inseparable. Defining what the brand is all about through a strategy, what it believes in, and how it wishes to present itself to the world is far from a single action: it’s an ongoing process requiring consistency and constant adaptation. The only way to bring a brand truly to life is by facilitating the interaction of all these elements. It’s the only way we can shape experiences that unite meaning and beauty, promoting positive interactions between people and brands.
So, while it’s true that there are buzzwords and fleeting trends, it’s also true that there are meaningful methods and approaches in communication. Today, this is certainly the case for omnichannel and brand consistency.
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Article: Camilla Beretta
Illustrations: Jacopo Riva
