When creating a brand for your company, it’s important to communicate to your customers with consistency. This means that your employees are sharing the same message with those coming to your company for a product or service.

Just the same, all of your advertising, in both traditional marketing and digital marketing platforms, should reflect the same message, including the same keywords and search terms. The offline or traditional marketing should therefore drive the online traffic to your site, using the same keywords and search terms in both.

For a moment, let’s separate the idea of a consistent messaging from a diversification of products and services offered by your company. The first will come from your company’s overall goal or purpose that is determined no matter what your diversification of products is. The goal or purpose should inform your company’s branding and should be uniformly communicated through all aspects of your advertising inherently as well as explicitly.

One way to view this is to look at the concept of the flywheel that Jim Collins, author of Good to Great: Why Some Companies Make the Leap…and Others Don’t, uses to explain the momentum created that propels a company into success and continues to drive a sustainable business. Through finding purpose and conveying that through congruence in your branding, online and offline, you should begin to see a movement upward, resulting in sales. Now, applying your company’s purpose, using the same keywords in traditional media as you do on the digital marketing, you will start driving traffic through touches.

One Business Insider article cites research showing that there’s a real need for multiple touches before a sale will happen. Having consistency in your messaging and branding will help drive there to be more touches with a consistency in wording.  At the beginning of this process,  there may not be much “movement” at the beginning, Collins says internally, “It is a cumulative series of actions.” Creating credibility and trust among your clientele is one such component of “the series of actions” that helps get your business’ flywheel moving. Credibility can begin with consistency in the message your clients are hearing from you, whether internally through employees or externally through advertising.

As you are looking to brand your business, keep that consistency overall. Having a congruent message in your branding using the same keywords and search terms in both forums will only drive more touches with consistent wording, which will in turn drive more conversions.