What your customers say about you is worth more than what you say about your brand—and it’s not digital marketing that allows you to influence your audience’s perception of your business, it’s digital branding.
Your digital branding efforts are key to shaping how you want your customers to see who you are and what you value. While some may think that branding is focused on logos, website design, and overall aesthetics, there’s truly more to it than that.
In this run down, we’re covering topics about digital branding—why it matters to your business, how it works, and how you can launch a successful digital branding strategy as well has some digital branding ideas to consider. Digital Branding is a big topic. Trying to figure out where to start or being overwhelmed by all the information out there can be stressful. Our purpose here is to give you a quick and simple guide to help you manage the process into bite size pieces. Start with one thing, then move on to the next.
In this Guide:
- What is Digital Branding?
- Digital Branding vs. Digital Marketing
- Why Digital Branding Matters
- Essential Digital Branding Ideas
What is Digital Branding?
With the amount of information and options available online, it has become more difficult than ever to stand out. But, what can separate you from the competition is your story and how you present it in the digital sphere.
Your digital branding is the process of creating a brand identity that is consistent, unique, and memorable across different touchpoints. It consists of your name, logo, and aesthetic, but more importantly, your voice, your messaging, and the intangible feeling associated with it.
When done successfully, digital branding can help you build a strong online presence, attract the right audience, and cultivate trust and loyalty among them.
Digital Branding vs. Digital Marketing
Branding and marketing are terms that are often used interchangeably, but these two have very different functions. Whereas marketing is about finding new customers and converting them into a sale, digital branding focuses on brand recognition, specifically, who you are and what you stand for.
Think of their differences as this: marketing is what drives your audience to make a purchase, but branding is what creates awareness, recognition, and loyalty that will keep them coming back. They go hand in hand to ensure your digital success, and there’s a point where their functions overlap.
Why Digital Branding Matters
Your digital presence is what you make it. With your digital branding, you can put your business in the best light. Whether you’re trying to set yourself apart from your competitors, connect to your audience, or create a cohesive look across all your channels, a solid digital branding strategy can help. Below are only some of the things digital branding can do.
- Establish a strong brand identity
Have you ever tried finding a business, but you were not sure if you are on the right page? With a successful branding strategy, you wouldn’t have to worry about confusing users who are searching for your profile.
You can create a uniform look for your business across different channels to make it easier for your audience to identify your brand, regardless of where they are searching—Facebook, Instagram, Google, etc. This recognition can help improve your credibility online, making you more likely to be trusted.
- Build presence across multiple channels
Your target customers use a multitude of devices and spend their time on various channels. An effective branding strategy allows you to promote right where your audiences are. Maintain the tone, style, and feel of your brand across channels.
The best part about a multi-channel presence is that you have multiple opportunities to reach your target audience. It can pave the way to better engagement and more genuine connections, whether it’s as simple as helping users find your business information easier and/or get excellent customer service.
- Encourage meaningful conversations
Because you’re on the same channels your target audiences use to connect with family and friends, digital branding humanizes your brand which somehow makes them feel like you are speaking directly to them. It makes conversations more personal and meaningful, and it’s no secret that personalized experiences are key to building a strong brand and getting a competitive advantage.
Consumers today want seamless, personalized experiences. A 2018 study found that 80% of consumers are more likely to purchase from a brand that provides personalized experiences. It means they’re more likely to shop with brands they recognize and that provide relevant offers and recommendations.
Essential Digital Branding Ideas
At its core, digital branding is about establishing your brand’s online presence and creating meaningful connections. It’s about differentiating yourself from the competition, your products and services included. Let’s break down the components that make a successful digital branding strategy.
The very first thing customers associate with brands is their logo. Think of Adidas, and you see its three stripes. Think of Apple, and an image of a half-bitten apple immediately comes to mind. This is the power of a successful logo—catchy enough to make an impression yet easy enough to remember.
Whereas your logo is the sign for your business, your website is your digital storefront where users expect to find information such as locations, business hours, product listings, and contact information. Keeping your website in line with your brand identity—its colors, imagery, texts, etc.—is key to helping tell your brand story and build brand loyalty.
Brand messaging is what your brand stands for and how you deliver it. It should answer questions such as:
- What do you do?
- What do you stand for?
- What makes you different?
Your tone should align with your niche and it should sound consistent across all platforms you are in.
SEO for Branding
Search engine optimization is what allows you to be easily found on search engines—where your target audiences are mainly searching. As Google puts more emphasis on seamless user experience, it’s crucial to design your site primarily for users, not search engines. Focus your SEO efforts on how you can provide value-added information to your visitors.
Branding for Social Media
While we stress about keeping your branding consistent across all channels, we also recommend tailoring your content to the platform on which you publish it. For example, audiences on TikTok are younger than that of Facebook. It means your content should be fun, engaging, and targeted toward a younger crowd. Sure, you may publish the same content across the two networks, but you’re not guaranteed to get the same response.
To this end, it’s best to create different personas for your social marketing efforts. Research your demographics or set up listening tools to get to know your audience. Create content to match your personas and make sure that it also aligns to the look and feel of the branding you have set for each platform.
There are several ways to advertise digitally, with the top advertising channels being Google and social media, particularly Facebook, Twitter, and Instagram. Setting clear rules and standards for your campaign materials is key to maintaining brand consistency across channels.
Branding in Content Marketing
A successful content marketing strategy should establish expertise, raise brand awareness, and build trust in your brand. It should add value to your audience by creating and sharing relevant and engaging content—blog posts, videos, podcasts, etc. Planning your content and covering the right topics is essential to keep in line with your brand’s tone and personality.
Influencer marketing is what it is—partnering with a personality with a relatively huge following and who is trusted in your niche and industry. Influencers usually create content for themselves to keep the sponsored post cohesive with their curated feed, thus feel more organic. When choosing an influencer to work with, make sure they represent the same values as your business and associate well with your brand.
With the wealth of information online, it’s so easy for consumers to overlook a brand they don’t recognize. Today, marketing alone is no longer enough. It should be complemented by your digital branding efforts that will increase the likelihood of your audience recognizing your brand and recalling it by the time they are ready to engage.
Digital branding is more than making a sale but building a loyal customer base that trusts your products or services. At Public Advertising, digital branding is what we do. Get in touch with us to learn how we can level up your branding and put your business ahead of the curve.