Never before have businesses had the vast resources available today to lay the foundations for awareness among their target audience. As a subset of a company’s overall business strategy, digital branding has become the go-to for ventures of all shapes and sizes to create meaningful connections between consumers and the product or service being delivered. It’s all about creating long-term customer loyalty through positive association with your brand.
We take a look at some of the ways in which you can start to leverage the digital world to heighten the profile of your business from the get-go:
The significance of branding in the digital era
Aside from the ease of accessibility to multiple platforms, the digital age has paved the way for branding to take more of a centre stage than ever before.
Due to the sheer number of platforms that a business has to function on, from social media to print mediums, it is extremely necessary to stay aligned in one’s brand message. The prevalence of constantly evolving technologies, viral videos, algorithm updates, increased mobile adoption and the like makes it harder yet more relevant to maintain the all-important brand consistency required to send clear messages to your customer base.
Key questions to ask yourself when creating your brand
The first attribute that you will want to define is your identity. What do you want to be associated with? What defines your brand? Does your cause include elements of social responsibility? Once you can answer these questions, you will be in a better position to craft the all-important brand image.
First, research to build a clear understanding as to who your target audience is. What age demographic do they mostly fall under? Are they male or female? What are their shopping habits? How do they consume information?
After finding out what your target audience is, you need to find out what content caters best to your audience. What platform are you going to use?. Do you want to go for a lifestyle-driven persona on Instagram or take on a more professional approach and post on LinkedIn?
You then need to decide on a design identity. The way you present yourself visually goes beyond colours and aesthetics. What will connect best with your audience? Are you a tech company that wants to go with the colour blue? Keep in mind that visuals are usually the most effective way to capture your audience’s attention.
Make your website count
This is one of the key touchpoints that your customer will come across in relation to your business. Websites play a pivotal role in the digital branding process as they function as a primary tool for members of the public to better understand your business. It should embody a company’s brand in order to capture leads as well as new business. A successful website instills a feeling of trust in potential customers and helps them formulate an opinion about your brand, helping to convert a potential customer into an existing one.
An example of positive brand experiences created through a website is one which successfully manages to exude approachability with a frequently asked questions section and even live chat functionality to provide customer service to consumers. You should also make use of search engine optimisation tools so that you can be easily found online. A blog or insights section always contributes towards sentiments of reliability and confidence that you are a thought leader in your field. Always remember to check your tone, visuals and make sure that information can be accessed in a fluid manner. You want to create a positive user experience as part of your identity, whatever your business might be.
The invaluable effects of social media
This is perhaps the most effective (and cost efficient) tool to bring attention to your brand and stand out of the crowd. Social media branding connects to your target market in an optimal way and if scaled correctly, your robust network of fans will double-up as brand ambassadors who rally your brand through the respective platforms, spreading positive awareness. The main advantage of social media branding is that it attracts relevant potential customers by giving them a reason to trust you.
Businesses should always think of their branding efforts as an investment. More so in the digital age, where sentiment towards your brand can be made or broken at exponential speeds. Also keep in mind that the once these foundations are set, your business will need to mirror your brand identity through every form of interaction that is made, both internally and externally.
“If you think you need help with ensuring that your digital touchpoints are aligned and want to project a consistent message to your customers, we can help.”