These days, it can be difficult to gain customers’ trust, and that’s especially true without an online presence.  (Of course, you already know this). For any brand to succeed these days you must be searchable, but with so many others vying for that same attention and trying to build a name for themselves, it takes so much more than just throwing up a website.  Establishing an online brand presence and recognition requires a considerable investment of time.

But, what if you conduct most of your business offline?  A digital presence alone may be adequate if you’re strictly an online company, but if your company has a physical location or you work in a more traditional industry that relies on face-to-face interactions, you also need an offline brand presence.  Remember, the average customer these days will research your company online before choosing to do business with you. That’s why it’s so essential to build up both an online and offline presence that represents your brand. Essentially, your online presence should serve as an introduction to your business so that potential customers know what to expect when they work with you in-person.        

Building the value of your brand both on and offline is also necessary because people process information differently according to content presentation (i.e. medium) or in-person situation.  For most, they will rely on your online presence for information in the long-run, but they tend to put more value on those in-person interactions as well as offline advertising efforts because the emotional, personal connection carries a stronger punch.  Of course, your brand will only resonate if your image and message stay consistent. So, with all of this in mind, let’s take a look at a few ways you can keep your branding on target both on and offline:

  • Images, Colors and Fonts Matter – All of these things become synonymous with your brand, so you must pay attention to how you use them at all times.  As you create both online and printed content, remember that people don’t process imagery and writing in the same way across the two mediums.  It’s ok to tweak the design a little to better appeal to the consumers’ senses, but the overall look should remain consistent. For instance, if you put an advertisement on a billboard, be sure to use the same images and colors for the same advertisement online.  Your visual image should always remind prospective customers of exactly who you are and what your brand stands for. In other words, they make your brand recognizable.
  • Keep the Language the Same – It’s important to use the same language in all online copy as well as in face-to-face encounters.  Your brand voice should remain consistent no matter how you are interacting with clients. Whether you’re writing a blog post about your field of work or telling a client about the same subject in-person, the same level of knowledge, passion and understanding should come across, even similar jargon.  Sure, the information you’re sharing will be conveyed in slightly different styles, but the overall message and tone should remain on-brand.
  • Take Advantage of User-Generated Content – The one downside to working with someone in-person is that you simply can’t share everything about your company; those interactions are strictly reserved for certain, specific pieces of information.  But, that’s why building your online presence is so important, as this is where prospective customers can go to better get to know you. Through your website and social media sites, they can check out online reviews, user testimonials, videos, photos and even get recommendations from current or past customers.  This is all user-generated content that you can make available online for prospects to learn more about you and learn what working with you might be like.
  • Nurture Relationships through Offline Engagement – If you want to grow online relationships, you also have to learn how to engage with customers offline.  Whether online or offline, engagement is important for building rapport. And, the two worlds are very much connected.  Online conversations can be turned into in-person meetings, conferences and more. Your online presence is what should establish your brand as a thought leader in your industry.  From there, you have to carry that momentum, and take your expertise directly to the people for maximum impact.

For a brand to gain the highest level of recognition, exposure and trust in the consumer, you must take the time to cultivate both your online and offline presence.  Your online presence is like your marketing team; it gets the word out and advocates for you when no one is around. Then, there’s your offline presence, which is essentially where you close the deal.  It’s through these in-person interactions where prospective customers will ultimately be converted into customers. Together, your online presence and your offline presence are your keys to longevity and a successful enterprise.