Most businesses and brands will operate across several channels — that is, have a physical product or service, sell this via a website or a retail space, and advertise their offer with marketing materials.

As customers now encounter up to 10,000 brand messages every single day, your message must stand out in order for your business to succeed. It’s also crucial, though, that your message is clear and consistent across all the various channels that you operate in. It’s a risky business to focus on one message in your advertising and fail to place the same importance on this message in your retail space, for example. A lack of cohesion in your brand messaging will erode the desired communication and result in a lack of engagement with your audience.

So, what role should your key channels play and how do they fit into your wider communication strategy?

Your website: a key channel for information sharing and encouraging purchase

Increasingly, a new customer will first encounter your business or brand via your website. As such, it’s of paramount importance that your website is working as hard as it can for you.

To begin with, your homepage should single-mindedly convey your company offer — whether it’s a product or service — and, ideally, feature a call-to-action for customers to follow. What one message would you want a visitor to understand from your homepage? This message should also form the basis of all your other messaging, across channels. You’ll also find your website a suitable place to share your company backstory, examples of previous successes, and give new customers all the information they need to believe in your brand.

The power of your website really can’t be underestimated, so it’s highly worth investing in a professional and experienced team of developers to build your site. A company such as will not only help design and bring to life your digital presence, but will support you in marketing endeavors and understanding your customers’ behavior online.

Other digital channels: social is increasingly becoming mandatory

With greater frequency, businesses are choosing to populate a social media feed with content to sell their product. For some industries, there’s a clear need: for fashion, beauty or home decor, it’s a great way to increase interest. Yet you may need to think carefully about how social media will work for your company. It may be that Twitter is a useful tool, but Instagram isn’t. Consider how you’d benefit as a business from that platform, what your audience would gain from you being there, and the type of content you’d produce.

Social media is generally a supporting channel, echoing the important work done via wider marketing.

Marketing: use your ad budget wisely

Releasing wide-reaching marketing campaigns is costly, so you should ensure you’ve selected the right message and medium to launch it in. Adverts are a valuable tool for showcasing new products or conveying a specific brand message, but again ensure that these are cohesive to your wider messaging strategy.

Develop a clear, unique selling point and proposition for your brand. Always consider this when designing a new campaign — if the message feels at odds with your USP or proposition, do not proceed with it.