Here’s How To Strengthen Your Online And Offline Brand Presence

Cindy Apt

In today’s crowded market, it’s more important than ever to make sure that you’re effectively reaching the largest audience possible. An important component of this is growing your online and offline brand presence simultaneously.

Getting customers to engage with your brand online is great, but having that offline engagement opens you up to an entirely different audience, meaning more sales and happier customers. To help you achieve this, 16 Forbes Business Council members share their best tips for developing a powerful brand, online and off.

1. Have An Integrated Brand

The key is to have integration across the board. In regards to marketing, your look and feel should be the same whether someone is walking into a store, seeing an ad online or visiting a website. Utilizing a creative brief to tie all these mediums together is crucial to creative commonality. Lastly, guidelines are necessary in terms of creating to keep things looking the same. – Scott Lerner, Better Choice Company

2. Keep Your Brand Consistent

Alignment and consistency are the keys to having a powerful online and offline presence. In today’s business environment, aligning both worlds means we have to ask if our presence adds value, provides opportunities for growth and inspires your community. Consistently connecting these ideas can create a powerful blueprint for both worlds. – Monique Allen, Ma’at Enterprises, Inc


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3. Remember Your Core Message

The first thing to remember is that a brand is more than colors and logos. The foundation of a brand is the core message—who you help, what problems they have and the outcome you provide to them. To build a powerful presence online and offline, this message must be the same everywhere your ideal client can find you. Doing this consistently over time positions you as the clear leader in their minds. – Nneka Unachukwu, EntreMD

4. Establish A Strong Brand Voice

For both online and offline businesses, establishing a strong brand voice is essential. Ensure that your voice is clear and consistent across all communication platforms. The more you uphold your company’s values and vision, the more likely you’ll maintain a strong presence as a powerful brand and make your business stand out. – Joseph Edgar, TenantCloud

5. Leverage New Technologies

Since the inception of the smartphone, boundaries between online and offline channels have been merging. With augmented and virtual reality, this trend is set to continue, so making use of technologies to provide a consistent user experience that engages users across the user journey will set your business apart from competitors. – Oscar White, Beyonk

6. Engage Through Speaking Opportunities

A filter I use is asking, “Are you being invited to speak anywhere?” If you think about it, quality conferences curate who they want to speak, so quite commonly, the people on the speaker list are doing a great job of being relevant. They are being handed the microphone and people are paying to hear their advice. That’s a great goal or mission if you want to think about growth. – David Perry, Carro

7. Talk About Digital Successes In Person

It’s vital to keep the conversation going both in offline and online spaces simultaneously. Have you recently made a LinkedIn post about your new product? Talk about it at a conference. Have you written an article on your company’s employer branding efforts? Emphasize them at the next job fair you take part in. The true key here is consistency. – Tytus Gołas, Tidio

8. Have Unified Brand Visibility

The key to having an effective offline and online presence is to have unified brand visibility in both mediums. The brand should have, at both locations, a strong association with the quality promise of the goods or services the business offers to customers. A unified presence results in good brand recall and enhances the chance of the business acquiring new customers and retaining old ones. – Beth Worthy, GMR Transcription Services, Inc

9. Consider A Brick-And-Mortar Location

Blending the online and offline experiences can be achieved with different approaches. You could open prestigious brick-and-mortar locations or a large number of small stores and Beta testing locations with product options aided by visualization technology. Stores become lead generators, and their impact extends beyond the four walls. They build brand awareness and enhance e-commerce sales. – Marilisa Barbieri

10. Develop A Brand Story

Cultivate a strong brand story, and make sure the whole company is on board. A company that believes in its brand brings it naturally to everything, from building a website to creating marketing materials, sending emails, going to shows and even through personal interactions with customers. Own your brand and incorporate it into your company from the top down and the bottom up. – Ty Allen, SocialClimb

11. Be Kind To Your Audience

Kindness is so underrated yet so powerful, both online and offline. Being kind and showing grace to people you encounter both in person and virtually makes you incredibly memorable in all the good ways you want to be remembered. I’m fortunate to have attracted a great team and built a 100% referral-based business with a continuous stream of clients because of this simple attribute and concept. – Catherine Kuo, Elite Commercial Real Estate

12. Combine Digital And Online Efforts

Building continuous, concentric circles between online and offline is key to driving business and optimizing the connection. This means you should set up a social media call-to-action offline to promote an experience that drives up social engagement and creates a reason for an offline visit. Be creative, have fun, use video props, develop campaigns and utilize tagging. Own it! – Judy Herbst, Savvy Ladies

13. Build Trust With Your Audience

The key is to build up trust and become attractive to your audience both offline and online. Trust can be accumulated through achieving outcomes and showing actual proof of your performance. Being attractive means being approachable so that people engage more which results in more presence in the market. – Yuzuru Ishikawa, Globalcube Limited

14. Create Complementary Brand Voices

Consistency is key. Brand voice must echo both their online and offline platforms. They must complement each other and jive together. Though they may have different strategic platforms, they still both pertain to one brand and business. In this way, consistent brand voices will prevent confusion and will further gain a louder voice against their competitor. – Lane Kawaoka, SimplePassiveCashflow.com

15. Know The Needs Of Both Customers

Create a marketing strategy that appeals to both audiences. When targeting consumers that strictly shop online, you need to create content that clearly communicates the “what” and “why.” For offline consumers, the goal is to capture the attention of potential customers and drive foot traffic to your retail location. Focus on eye-catching graphics and an engaging storefront. – Kelley Higney, Bug Bite Thing

16. Update Your Website Content

I think just a general commitment to consistency is key. Make sure that you are keeping your company website and social media platforms up to date and keep a regular schedule of adding new content. At the same time, make sure you are going to networking events and speaking with people both in formal and informal gatherings. – Josh Thompson, Thompson Construction

https://www.forbes.com/sites/forbesbusinesscouncil/2022/05/04/heres-how-to-strengthen-your-online-and-offline-brand-presence/

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