{"id":3752,"date":"2025-04-29T18:33:22","date_gmt":"2025-04-29T18:33:22","guid":{"rendered":"https:\/\/leap.staging.ribbitt.com\/leap-matter\/?p=3752"},"modified":"2025-04-29T23:32:11","modified_gmt":"2025-04-29T23:32:11","slug":"amplifying-growth-with-cross-platform-storytelling-cohesive-brand-narratives","status":"publish","type":"post","link":"https:\/\/leap.staging.ribbitt.com\/leap-matter\/insights\/amplifying-growth-with-cross-platform-storytelling-cohesive-brand-narratives\/","title":{"rendered":"Amplifying Growth with Cross-Platform Storytelling + Cohesive Brand Narratives\u00a0"},"content":{"rendered":"\t\t
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“Teamwork makes the dream work.” “If you want to go fast, go alone; if you want to go far, go together.” These timeworn adages highlight the value of joint efforts in achieving goals, and they’ve been proven time and again across countless tasks, generations, and disciplines. Modern marketing is no exception.<\/p>

Today\u2019s consumers encounter and interact with brands across multiple touchpoints\u2014 from billboards to emails to all their favorite social feeds\u2014so it\u2019s essential to ensure all your platforms are working together in a cohesive strategy to advance your brand. A study by Harvard Business Review found that nearly 75% of retail customers engaged with a brand on multiple channels before making a purchase.<\/p>

With every engagement, audiences are weighing brand trust, and that brand trust has become a deciding factor in purchasing decisions for the majority of consumers. This means that cross-platform marketing is an essential approach to brand-building and reaching audiences whose attention and engagement are fragmented across multiple touchpoints. The challenge here is creating a unified narrative across all these platforms while adapting content to fit the audience and tone of each one.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is Cross-Platform Marketing?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Today’s consumers don\u2019t engage with brands in just one place: they move continuously between Instagram, LinkedIn, YouTube, TikTok, email, and countless other channels. Creating a cross-platform strategy means telling your singular brand story across multiple channels to present a seamless brand experience for your audience.<\/p>

In a survey of more than 400 brand management experts, Lucidpress predicted that businesses that consistently maintain their brand enjoy a 10 to 20 percent uptick in revenue. A consistent brand message, tone, and visual identity across all channels creates brand recognition, and consistency over multiple engagements builds trust. Conversely, a disjointed brand presence can lead to confusion and reduce brand credibility when your audience\u2019s experience from one channel to another doesn\u2019t match their expectations.<\/p>

It\u2019s important to remember, however, that cross-platform doesn\u2019t mean one-size-fits-all. Each social platform, digital channel, or analog touchpoint has its own unique audience behavior, content format, and engagement style. A good strategy requires a strong core message, clear goals for each platform you use, and an understanding of how your audience engages with those platforms. In our work with clients like the American Kennel Club<\/a>, we\u2019ve found a few keys to building a successful cross-platform marketing or advertising strategy: consistency, differentiation, and resourcefulness.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Keys to Successful Brand Storytelling Across Platforms<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Creating Consistency<\/strong><\/em><\/p>

A customer who sees an ad on Instagram and later visits your brand\u2019s website should feel like they are experiencing the same brand personality and story. Elements like logos, color palettes, brand voice, and storytelling themes can all contribute to a consistent brand experience across platforms.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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To help internal teams and external partners maintain alignment throughout your organization, we recommend compiling brand guidelines that outline your key brand elements and how to apply them across specific touchpoints with your audiences.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Tailoring and Targeting<\/strong><\/em><\/p>

Once you\u2019ve established your core story, messaging themes, and elements of your visual identity, you can begin tailoring your content to the platforms you\u2019ve identified as relevant to your brand strategy (i.e., the platforms where your target audience is most active).<\/p>

Every platform serves a different purpose, and users engage with content differently based on the platform\u2019s unique characteristics. By focusing on a few platforms and tailoring your content to align with the preferred formats and engagement styles of each one, you\u2019ll reach your audience more effectively\u2014and save yourself a lot of time and money in the process.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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