Your business goals determine how you approach your digital branding strategy. Digital branding aims to provide value that inspires brand recognition and loyalty.
According to the Bureau of Labor Statistics, about 50% of small businesses do not survive for more than five years. Some of the common reasons for this failure are poor understanding of consumer demands, inability to adapt to new challenges, improper use of funding, and inefficient investing in branding and advertising efforts.
Most consumers read about a company online before visiting their physical store. As a result, if you do not have a presence online, you will not be able to reach out to a large target audience.
Adding to this, COVID-19 has changed the marketing landscape and consumer behavior. Customers now prefer to shop online instead of going to the physical store. Consequently, businesses that have a strong online offering remain ahead of the competition.
Small business owners must understand the needs of consumers and potential customers. It helps in offering what the target audience requires. All businesses must intelligently utilize their funds in branding and advertising methods to take their businesses from zero to hero.
What is Digital Branding?
A method that relies on the power of the internet and digital channels to build the brand – the unique image or identity of a company – is known as digital branding. The technique helps businesses spread their reach across several channels and generate a constant flow of leads.
The essential elements of digital branding include:
- Brand Message
- Social Media
- Content Marketing
- Online Advertising
- Influencer Marketing
Importance of Digital Branding
Many business owners avoid hiring a digital branding agency since they do not understand the importance of the technique. Here are a few reasons why you should invest in building your digital brand:
- You can maintain a competitive edge and stay ahead of the competition.
- You can convert customers into brand loyalists.
- Brands found online garner more customer attention.
- Customers don’t trust brands that do not respond to customer queries on social channels.
- Digital branding uses a multi-channel strategy to enhance your brand presence across all channels where your customers exist.
How is Digital Branding different from Digital Marketing?
Many people think digital marketing and digital branding are the same. But there exists a minor difference between the two. Digital branding aims to provide value to the customers, whereas digital marketing focuses on generating sales.
Digital marketing uses digital branding since a brand can’t succeed in this millennial-rich world by only promoting its products. A business must provide value to the customers to beat the competition.
Adding to this, COVID-19 has changed the marketing landscape and consumer behavior, especially for estimator concrete professionals.
10 Steps to Successful Digital Branding
The success of a brand depends on several actions taken to build the brand, supported by various techniques that guide and reinforce its identity in the long run. To have a successful digital brand, you must maintain the momentum and keep your brand fresh in the consumers’ minds. Here are some steps that you need to follow to build a digital brand successfully:
Most popular brands like Apple, Nike, McDonald’s, and Walmart have one common aspect – a strong brand identity. Their brand image is perfect to establish a connection with the target audience at an emotional and visual level. The first step to a successful brand identity is designing a business logo. A logo symbolizes your business. Your target audience should relate the logo to your brand and instantly associate with your company. The objective of a logo isn’t limited to making it memorable but also making it relevant to your brand materials.
2. Brand story
Nowadays, the latest trend in digital branding is storytelling. If you know how to use the power of storytelling, you can connect with your target audience and change your presence online. But how do you gain trust through your story? The key is transparency. When you share your brand story, the foundation of the message should rely on your brand’s personality. A personality-driven story helps in tapping the target audience emotionally.
3. Business website
No business can survive without a website. After all, it is your digital storefront. Your website’s content must convey authentic brand messaging statements aligned with the company’s core cultures and values. A primary and valuable feature that you can offer to your audience through the website is convenience. As a result, having a website that is user-friendly and easy to navigate is more effective.
4. Brand messaging
A brand message refers to the communication your company delivers and how. The objective of brand messaging is to motivate the target audience towards a particular action, be it getting in touch with you or buying a product. The brand message, be it a tagline or slogan, is what consumers can recognize or relate to. For instance, when you hear the tagline “I’m lovin’ it,” you can relate to the fast-food company McDonald’s.
5. Search engine optimization (SEO)
SEO enables your brand to appear on search engines. There are different Google webmaster guidelines to understand how ranking works, but some of the basic elements include SEO keywords, active links, and optimized content. Keywords are the most common way for your audience to find you. SEO is, therefore, a very powerful tool to increase the quality and quantity of website traffic as it increases the visibility of your website on a search engine. When you develop a website, make sure you keep the consumers in mind.
6. Social Media
A majority of the world’s population is using social media today. If your potential customers are using social media, you must as well. Your social media content must resonate with your brand, highlighting your brand message. Moreover, it must be tailored as per the platform. A digital branding agency in India can help you build your brand online and improve your social influence.
7. Email Marketing
Another technique to reach out to your target audience is email marketing. When you compare the tool with other marketing techniques, emailing is a cost-effective way to promote your brand. It is easy to develop an effective email marketing campaign after you have curated an email list with leads. You can create a campaign around special discounts and offers to increase brand loyalty.
8. Content Marketing
You can also come into the eyes of your target audience through content marketing. The strategy helps you bring more traffic to your site. Moreover, it provides helpful, actionable content that the users can benefit from. A digital branding agency can help you formulate content as per Google search algorithms. At all times, your content will be able to compete with other brands only if it can engage and educate the user.
9. Online Advertising
All small, medium and large-sized businesses can earn profits from online advertising. Several different ways of advertising have emerged over the last few years. With the help of the internet, you can achieve better results from your organic marketing efforts. An interesting way in which companies are advertising online is by adding their advertising messages into editorial content. Successful digital branding helps you build a loyal audience that buys your offerings and also trusts your business.
10. Pay-per-click Advertising
The digital branding process benefits significantly from pay-per-click. It is a way to bring more traffic to your site. In PPC, advertisers pay a fee when a user clicks on their ads. Search engine advertising is an effective type of PPC. Advertisers can bid for ad placement in the sponsored links of a search engine when a keyword search is related to their business offering.
Digital branding is of crucial importance for small and medium-sized businesses. Every business wants to enhance visibility and gain trust in the eyes of the consumers. As a result, small business owners must use techniques that help them exceed the target audience’s expectations.
To find more information about importance of branding, you should try How to use an existing Amazon ASIN for Amazon sales
All marketing channels have a unique role to play when it comes to successful digital branding. You must devise your digital branding strategy efficiently following the steps discussed in this article and leave no stone unturned to offer value to people.