One Business, One Brand

Andy Slinger, brand aligner, Brand Vista, says thinking of customers in an online silo is madness, and the sooner businesses start thinking about customers rather than channel, the better…

The spectacular growth of the internet over the last 10 years has proved both an opportunity and a challenge for many businesses. As specialist skills were required to understand this new world, web all too often grew as a distinct channel in a brand’s strategy, and is in many cases still run as a separate business.

Whilst cost per acquisitions remained low, and speed of creation remained high, many businesses were happy to let this web thingy run along in its own separate silo.

However, since online has grown to become as normal and intuitive a part of life as popping to the shops, things have to change.

Each and every consumer interaction influences perception of the business. Customers see one business and one brand, whether they’re on the phone, in store or online. Getting it right is called brand alignment, and it’s why Natwest is moving back to British call centres, and why Britain’s Greatest Escape at Alton Towers starts at the website, months before you may visit.

For many businesses, however, online proves the greatest challenge in alignment. Britain’s retail banks are a case in point. Remove the colours, and the websites of the big five are interchangeable. Is Natwest.co.uk really any more helpful than Barclays.co.uk? Where’s the togetherness at Santander.co.uk? Can HSBC really be the world’s local bank when they can’t tell me if my nearest branch is open on Saturdays?

Whilst all of these sites no doubt perform above average from a customer acquisition and servicing perspective, none of them actively enhance the customer’s experience and understanding of the brands they represent.

To be truly aligned, brands need a clearly defined, differentiating positioning and a set of guiding values that can be applied across all interactions. It’s how Alton Towers knows that film, games, music and fun are right for them online, and how Natwest should realise that to be truly helpful, less is sometimes more.

Thinking of customers in an online silo is madness, and the sooner businesses start thinking about customers rather than channel, the sooner they’ll begin the exciting journey of alignment, and connect with their audience.