Brand storytelling needs to be consistent, and you should use both digital and traditional channels to build a seamless user experience. Essentially, you should be giving consumers an omnichannel experience.

In the past, multi-channel strategies were seen as the gold standard, incorporating multiple channels that each worked independently of each other. Nowadays though, tech innovations mean that it’s possible to bring all channels together, avoiding silos and breaks in user interactions. Today’s strongest brands use traditional channels like TV, press, radio, and direct mail alongside digital channels to create a strong brand presence and seamless user experience. Essentially, what they’re offering consumers is an ‘omnichannel experience’.

Nike is a prime example of this. The brand uses a powerful brand narrative across a huge range of channels to bring inspiration and innovation to every consumer.

The brand uses social media to share inspiring stories, athlete endorsements, and user-generated content, all with the consistent message of having a ‘Just Do It’ attitude at all levels of fitness.

It uses digital platforms and apps like Nike Training Club and Nike Run Club to provide personalized fitness experiences and training plans, as well as create a sense of community. Its physical stores are then designed to complement these digital efforts, with interactive displays and in-store tech helping to combine the offline and online worlds.

Finally, Nike’s partnerships with top athletes go beyond traditional sponsorship and endorsements, with partners showcased using storytelling that highlights each athlete’s journey and the role of Nike in their success.

By integrating digital activities with offline experiences, Nike has created a consistent narrative around athleticism - one that enhances consumer engagement and reinforces its core values across all touchpoints.

Creating an Omnichannel Experience

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