The Brand DivideThe Chasm Marketers must avoid

By “The Brand Divide” I am referring to the separation or disconnect a brand experiences with customers through today’s myriad of marketing channels.

So how can you avoid The Brand Divide?

Focus.

Successful brands focus on what differentiates them…

A focused approach allows brands to build equity and evoke emotional responses from customers regardless of channel.

The most common reasons for brands to lose focus are ill-considered brand connections, tactics, and extensions online and offline.

Listen.

The best multi-channel brand strategies include an integrated, cross-channel approach.

As marketers, advertisers, communicators we should listen more…

We have the ability to capture and connect meaningful customer insights from the two-way nature of multi-channel communication.

Sync.

Look for opportunities to leverage innovative technologies such as virtual reality and augmented reality to help blur the lines between the real and digital worlds creating memorable brand experiences.

Sync the entire brand experience…

The Brand Ecosystem provides a coordinated surround sound effect for brands to connect with the right audience member at the right time.

The Brand Ecosystem

Let’s examine a few of the most well known brands in the world and uncover how they bridge the distance between products and customers to create a sense of connectedness and trust for their brand.

Apple

The computer screens at Apple Stores are at a 70° angle to compel people to adjust them. Touching the screen lets people experience Apple products tactility and increases their desire to purchase.

Apple is an excellent example of how a brand that traditionally relied on an online buying process moved to a brick and mortar model to enhance their brand…

“Every design element of an Apple Store is arranged to subtly encourage visitors to become customers”−John Farrier in Advertising, Business

When brick and mortar experiences were unpopular Apple did not shy away they changed the game.

Apple focused there efforts and every detail in there stores imprinted the Apple brand experience on potential customers.

“Apple wants you to touch stuff, to play with it, and to make it your own.”−Carmine Gallo, who is writing a book on the inside workings of the Apple Store

This is why you trust the brand and are comfortable buying a computer,

phone, music and apps from Apple.

Amazon

You can get a new book from anywhere, at any time at the touch of a button.

Amazon is a great example of how an online brand moved into a tactile based-experience with the Kindle and re-invented the reading experience…

“The Kindle is brilliant. It’s the size of a book, the width of a pencil, lighter than a magazine and holds over 1,500 books, an entire library packed into one little thing.”−Redd Horrocks on UX Booth

It’s portable, it’s easy to use, it’s revolutionary.

In today’s evolving marketing environment all successful brands must transcend a single channel focus and fully embrace multi-channel marketing strategies to truly connect with their customers.

But remember to avoid

The Brand Divide.

Focus.Listen.

Sync.

By focusing, listening and syncing marketing efforts you can avoid The Brand Divide.