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Millennials Expect a Consistent Brand Experience Everywhere

By now we all know that today’s internet user expects an optimized experience wherever they virtually go. That’s especially true for Millennials.  A recent survey from SDL reiterated data that the majority of 18-24s expect a consistent experience with brands across all channels and they access that information on multiple devices and offline.

 

What’s the bottom line for all of us given this information?

·         Make sure your website looks and feels the same across all devices from mobile to iPad to laptop to desktop. Consistency is the expectation. If your website is not optimized in this day and age, you are behind. There is nothing worse than trying to access a regular website on a tiny mobile screen.

·         Make sure your online and offline brand messages are the same visually and text-wise. What many brands don’t realize is that people want the same feel and experience everywhere they go. You want to avoid presenting one visual message online and then have all your newsletter, print, and offline information look and feel different. Sometimes we focus so much on digital we forget the real world stuff.

·         Social media needs to look and feel the same as your website. Also, often neglected, especially at the university level. When people visit your YouTube channel, do they recognize the visual branding?

Next step? Do a quick visual inventory of your online and offline media. Use a focus group—it can be a group of students, fans, or even friends—to give you some feedback. Our goal? Make sure that our fans and followers get a consistent experience every time they touch our brand. 

SDL study graphic

 

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