How To Build Your Brand Presence Digitally
While branding doesn’t produce quick results such as PPC, this is a valuable asset that establishes trust in your business and can bring new customers. Here we’ve listed ways to build your brand presence online.
In a world where consumer behaviour has changed due the use of digital technologies, creating a strong online brand presence is vital. Many businesses often focus on driving leads and traffic to the website, yet forget about the value of branding. While branding doesn’t produce quick results such as PPC, this is a valuable asset that establishes trust in your business and can bring new customers. Below we’ve listed ways to build your brand presence online.
Align your website with your brand identity
A website is the most important component of your online brand presence as this is the first impression a user has of you online. When you think of your brand identity and values you want customers to associate with you, this needs to be communicated on the website. Components such as colours, texts, images, navigation and everything else is geared towards optimised representation of your brand. Apple for example, uses a minimalistic design that conveys simplicity and supports their innovative image.
Add videos to tell your brand story
Online video marketing is the engagement boost your brand needs. It is a tool to get your brand’s message across by inviting more engagement from the viewer. In a matter of minutes or seconds, videos can be designed in several ways to fit in with your target audience so you’re putting your brand in motion. There is a reason why brands see more shares on social media when they add video to their marketing, and it’s all about the story.
Airbnb uses powerful storytelling to convey their message, it tells the story of a man who was a Berlin Wall guard.
The demolition of the Berlin Wall symbolised freedom, something that fits very nicely with Airbnb’s core message of “Belong Anywhere” and this little story delivers that brand message very effectively.
Content
When most people think of branding, content isn't usually the first thing that comes to mind. Creating content is a great way to strengthen and expand your brand presence.
All the content you produce, whether through blogging, social media posts, website to email, give customers an idea of your brand personality and tone of voice. This means ensuring that every person who creates or edits your content needs to understand exactly how you want your brand represented online, in addition to taking the brand personality into account.
Social media
With many individuals owning a social media account, businesses have turned to social media to reach their target audience. Yet the mistake that many brands make is selecting random social networks that doesn’t appeal to their brand. The basis of any successful social activity is understanding the platforms, who uses them, and how.
One of the most basic action to do is keeping a consistent image across all your online properties. If each of your profiles looks like they’re owned by a different company, this creates inconsistency and confusion for your users.
The brand’s personality should be reflected in your social media posts. Develop a social voice that aligns with your brand, while at the same time making sure its authentic and that content appeals to your audience.