Marketing functions are at a turning point in their evolution. In the wake of recent challenges, CMOs and leaders face an imperative: reenvision operations and brand experiences to drive growth without more resources or taking more risk to move faster.
Consistency in providing an on-brand customer experience is critical to scale. Delivering consistent brand experiences (e.g., unchanging messaging, values, and language across channels and the customer lifecycle) drives engagement and growth. Consistent brand presentation can increase revenue by as much as 33%. Inconsistent and off-brand experiences do just the opposite: nearly three-fourths (73%) of consumers would go so far as to switch brands if they don’t receive a consistent experience.
With remote teams and customers engaging in more ways, CMOs can no longer ignore the impact of unwanted variability in the brand experience that their company delivers. But many CMOs feel out of control over all the many places that audiences engage with their brand, making it difficult to maintain a consistent experience.
Let’s look at the perennial challenge of living the brand—and the opportunity that awaits if CMOs rethink their approach to the brand experience.
Why meeting new demands requires a consistent brand experience
Consistency underpins the ability to meet new customer behaviors and demands. Most consumers (75%) now expect consistent experiences across multiple channels. But the focus on omnichannel and influx of new digital channels have opened up more opportunities for disconnected, off-brand content and communications. CMOs need to bridge these gaps to overcome conflicting interactions that slow down teams and erode the brand experience.
On top of customer demands, remote and hybrid work isn’t going away, and the shift to distributed teams makes it more challenging for brands to present a united front. According to IDC, “intelligent digital workspaces” that deliver a single integrated experience to employees—no matter the location—are becoming an expected way of working. With dispersed environments as the norm, CMOs need to find new ways to keep teams in sync so they aren’t weighed down trying to manage brand positioning across touchpoints.
Meeting these new realities starts with a new, scalable approach to the brand experience. By equipping teams to stay on-brand no matter the channel or context, CMOs can drive up customer and employee engagement while positioning the business for growth.
Driving consistent, scalable brand experiences with technology
Traditional approaches to improving the brand experience—like employee training, manual tools, and static guidelines—don’t sufficiently scale and contribute to digital overload among teams. CMOs and teams don’t need more systems to manage; they need ways to enhance existing content and communications that don’t require additional resources.
AI-powered solutions are now available that provide automated ways to keep teams on-brand. Yet surprisingly, Gartner reports only 17% of digital marketing leaders use AI and machine learning. For example, platform-agnostic tools like digital writing assistants and living style guides offer real-time guidance to teams around preferred language, brand names, terminology style, and even tone. By integrating into all the places employees and audiences already engage, these types of tools improve productivity while delivering higher-quality team and customer experiences.
At the same time, CMOs must avoid using automation in a way that impacts the human side of their brand. The focus should be on solutions that fit what IDC calls the “digital coworker”—technology that expands or enhances human capabilities, not detracts from them. The right solutions help teams augment their work across systems and strengthen their own abilities in the process, allowing CMOs to improve the brand experience in a more productive and human-centric way.
Case study: Building customer trust with a unified brand voice
Let’s look at a real-world example from HackerOne, the world’s most trusted hacker-powered security platform committed to mitigating cyber risk. HackerOne’s marketing team needed to present a unified brand voice across two very different but equally critical audiences: enterprise businesses and the hacker community. By deploying AI-powered writing assistance from Grammarly Business, the team can maintain a consistent brand identity and experience across every touchpoint—no matter the writer or channel.
With access to in-line writing suggestions, tone detection, and automated style guides, HackerOne’s entire team can easily follow brand language and guidelines, avoid confusing jargon, and balance the right voice and tone across audiences. The solution updates dynamically and integrates seamlessly into existing workflows, making it easy to push updates on branded terms and preferences to the entire company in minutes. As a result, HackerOne’s metrics show that communication as a whole improved by 66%—measured across quality pillars such as clarity, correctness, delivery, and engagement.
“HackerOne’s brand must speak to two very distinct audiences: the security teams that benefit from our products and services and the hackers that make up our hacker community,” said Tim Matthews, CMO at HackerOne. “Real-time writing assistance from Grammarly Business lets us deliver higher-quality marketing content for our customers while bringing our brand voice to life consistently across channels. This reduces our time spent reviewing written work and managing our brand identity, improving productivity in a scalable way so we can focus on higher-order growth initiatives.”
The bottom line
As we look ahead, CMOs have a tremendous opportunity to reimagine the brand experience in a way that boosts both productivity and engagement. With a foundation of consistency across the board, they can ensure exceptional customer experiences, free up time to focus on growth, and build resilience that leads to long-term results.
For more about the importance of a consistent brand experience in driving marketing outcomes, visit www.grammarly.com/business.
This article was written by Dorian Stone, Head of Organizations Revenue, Grammarly.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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