What customers say about our brand and what we say is more important than what we say about ourselves. Digital branding efforts reveal a lot about who the brand is and what value the brand can provide to their potential customers, clients, partners, members, or consumers. The average person might believe that digital branding is focused on the logo or website design of the brand and how that might influence consumers' perceptions of the brand later.
But digital branding is not that simple and is actually much more complicated. In a world connected with many online contact points such as websites or apps, search engine results, online reviews, or social media discussions, most decisions are made after customers have their own experience of your brand in the digital space.
A brand without a digital presence is like a car without tires, so of course it will not run at all. While outdated analog branding has not been smooth sailing, businesses today need a variety of digital branding tools to strengthen their real-world presence. This is all considering the global digitization so that every brand must participate in exploring the extent to which they can to remain known online.
Before starting digital branding, it's a good idea to know what branding is. Branding itself is a creative and strategic process for telling potential customers about your company - who you are, what you do, why they should work with you and what they can expect from you. Once you've started your business or created your first product, building a brand identity should be your number one priority.
The branding technique is to filter everything about what you do and how you do it into a single, easy to remember essence that people will remember and continue to associate with your company. A simple example of branding that sticks to common memory is the epitome of McDonald's iconic golden arch. This means that even a simple symbol or image can convey meaningful associations that resonate around the world.
Meanwhile, digital branding or digital branding is how you design and build your brand online through websites, applications, social media, videos, and more. Digital branding consists of a combination of digital marketing and internet branding to develop a brand online. Why is digital brand presence important? The global community has been using smart devices constantly, so the world is engaged from the lens of the internet which makes it important for a brand to reach its target customers and turn one-time users into long-term customers. Apart from that, digital branding also allows any company to make its presence known anywhere even through your smartphone.
A strong digital presence makes customers feel personally involved with the company or product. A well-crafted branding fosters relationships with users and allows you to talk directly to consumers through day-to-day interactions on the platforms they already use. Here are some of the advantages of implementing digital branding:
Your company's online presence is the premiere mode most potential customers use to learn about and interact with your brand. Digital branding will allow you to target your audience by targeting a specific group of customers through the online platforms they use most like Twitter, Facebook, Instagram and others.
Successful digital branding makes customers feel like you are speaking directly to them, especially since you are involved on the same platform they use to interact with friends and family members. In essence, digital branding facilitates communication between a company and its customers. This can be as simple as making it easier for customers to find information about your company on your website, or helping them quickly find great customer service. Finally, brands that cannot be searched online are practically absent in the minds of contemporary consumers.
There are also tertiary benefits of digital branding, such as the potential to go viral or reach a mass audience in a short period of time at little or no cost. Such branding efforts are more in line with the current trend of utilizing social media so that companies can cut conventional advertising budgets.
The application of digital branding usually always develops with advances in innovation or prevailing trends. But here are some common ways of implementing digital branding:
A logo is a single image that customers should associate first and foremost with your brand. Simply put, the logo will immediately identify your brand as soon as people see it, like seeing the image of an apple which will immediately be imagined as an Apple-branded electronic product. Additionally, a logo must match the personality and values of your business, industry and target audience. While you don't want to be too flashy, your logo design should be memorable enough to make an impression, but not so complicated that viewers won't remember it amidst the daily barrage of images they absorb online
If your logo is the mark for your business, your website is your digital storefront location. When customers want to know your physical location, your hours of operation, your product list or your contact information. Customers will use Google to search your website, where they hope to find information quickly and easily.
The brand message is what your company says and how you say it. A simple example is when you want to order lemon tea, make sure you also mention the brand of the lemon tea. The message should reflect what your company does and believe, and should speak briefly of your customer's immediate needs and wants.
SEO (search engine optimization) ensures that your brand and its offerings are easy to find on search engines as this is one of the main ways customers search for your services. Start by designing your website with SEO in mind.
Facebook, Twitter, Instagram and so on, almost everyone of all backgrounds and age ranges has some kind of presence on social media. If your customers are there, your brand should be too. Customize each post with the platform it appears on. Instagram posts are image-driven and designed to encourage likes and comments. Twitter works in real-time and responds to current events and news. Facebook is a mix of different types of content with an emphasis on behind the scenes content of how your brand works.
Mass email campaigns should be easy to read and include lots of photos that will be and have a call to action. With all the effective and practical tools available to market your brand digitally, it's easier to forget about old emails that are no longer relevant. Online mailers are an easy way to reach customers, especially those who don't use social media. Start by building a strong, targeted email list filled with prospects who are likely to convert into web visitors and customers. You can get these sign-ups from ads or collect them directly on your website by including the directions for signing up for the newsletter on the landing page.
Online advertising will usually use the power of the web to market your product and is not as simple as a banner on a web page anymore. Currently, there are many ways to advertise digitally that you can try and adapt to your brand's needs.
Nowadays, it's not enough just to advertise your products and to create a loyal customer base that returns to your brand, engagement or engagement is paramount. That's where content marketing comes into play where digital marketing emphasizes sales, content marketing focuses on engagement through photos, videos, blog posts and more.
Bloggers, vloggers, and influencers can help you market your products with a human and natural touch. Influencer marketing is a form of marketing that uses people with a large social media following to post about your brand. Instead of marketing directly to a group of consumers, you are putting your brand message in the hands of a social media star who will spread the word for you. According to one study, more than 80 percent of global marketers launched influencer campaigns in 2015 which will certainly continue to increase over time.
Digital branding is all about understanding your value as a business, and conveying those values to your website visitors. But don't worry, digital branding isn't about fonts, slogans, personas, imagery, logos or visual identities but requires years of branding knowledge and user experience (UX). Digital branding has actionable elements that any website owner can create.
Understanding the value to your customers is known as your value offering and it truly transcends the old view of unique selling points (USP). As a definition, a value offering is a promise of value that will appeal to your customers. Digital branding allows you to communicate that value and do it better and consistently so that new online users will easily understand your brand and existing customers will still be happy to follow the development of your brand and business.