A brand is not just a product or a company. Starbucks is not only a coffee, and Facebook is not another website.
Branding is the creation of the brand or the strategy to create a specific image for your business.
In this article, you can read what branding in digital marketing is all about and how you can use it as your competitive advantage in digital marketing.
What Is A Brand?
A brand is a number of elements and features that help people recognize a company or product.
These elements include the name, logo, message, design, more.
For example, Coca-Cola is different than other soft drinks, and people recognize it from the name, logo, colors, and taste.
In the online world, some of these elements are different.
For example, you can understand that you are on Facebook from many different things and not only the name like the structure of the site, the user experience, the available reactions, or the images on the feed.
What Is Branding?
Branding is the strategy that a company follows to build a brand.
It is the creation of all these elements that are mentioned above like the logo and the site.
At the same time, it includes how the company treats the customers, the quality of the products, and determines the expectations of the target audience.
The internet gives us additional ways to use it for branding in digital marketing.
A brand can share content on different platforms that will increase visibility, engage with the target audience, and choose plenty of promotional methods.
All these elements create the total image of a brand and give relevant results.
Benefits Of Branding in Digital Marketing
The first step is to understand why branding in digital marketing will help you to get more leads and make sales.
This is the goal of this long-term strategy.
If you have low conversion rates and can’t get enough leads, the lack of trust and recognition can be two important reasons for your results, but they can get improved with your branding strategy.
So, here are some important benefits of branding.
1. Branding Builds Trust
If your audience knows your brand, they will feel comfortable with it. People start trusting a brand through time with repetition. The more updates that they get from you, the more trust you build.
For this reason, having a way of communicating with the target audience like building an email list and send new emails works well.
The subscribers keep getting updates from a brand, so they are more comfortable to complete a transaction after a while.
A branding strategy can include social media posts, blogging, and other types of marketing that require new content regularly.
2. Branding Creates New Revenue Channels
When people get value from a business, they will talk about it to their friends and family.
Then, some of them will search for you or visit your website directly because they expect the same results.
So, if you have a brand that adds value, people will talk about it.
You can get direct traffic, shares on social media, and mentions on blogs that you didn’t expect.
In the offline world, brands get leads and sales from the word of mouth marketing, but the internet is more powerful and includes more traffic and income channels.
3. Branding in Digital Marketing Helps To Win The Competition
If the name of your brand and your logo stand out from other alternatives, it is common sense that you will get more traffic and sales than your competitors.
People prefer to buy things from people or companies that they trust.
An online brand can expand faster to new markets as well. Keep in mind that the internet has no limitation based on the location.
Anyone can hear about products and want to give them a try.
On the other hand, the competitors that don’t apply any branding marketing strategy at all will lose opportunities to find new audiences.
4. Branding Is A Deciding Factor
Many people buy products from brands they know and avoid unknown companies.
So, branding is a buying factor, and this is why companies invest so much money in this part of their business.
The fact that brands get more sales will reduce the cost of marketing methods that depends on conversion rates like paid advertising.
How To Create A Brand in Digital Marketing
1. Find The Target Audience
The starting point of any brand is to determine the target audience.
It is not possible to reach and motivate the right people if you don’t know who they are.
If you target the wrong audience, most of your branding and marketing will not give results.
The best way to get started is by asking the right questions
Who are your ideal customers?
What are their demographics?
What are their problems?
How can you help them?
What does motivate them to buy things?
You can figure out a good branding strategy and ways to promote your products if you can answer most of these questions.
2. Create Your Mission Statement
The mission statement can define the purpose and the focus of your brand. There are many well-known mission statements from big brands.
For example, you may have heard the first mission statement of Microsoft:
A computer on every desk and in every home.
Your mission statement does not have to be so long-term or impressive, but it must define why you have created this brand.
If you have created an Instagram profile to get more traffic, your mission statement can be something as simple as explaining why you created this profile.
3. Define The Unique Qualities Of Your Brand
Most companies and internet marketers focus on competition.
They do the same things as everyone else, and they mimic other businesses in many cases.
However, a brand needs unique qualities. What makes a brand unique must be relevant to your mission and your target audience.
The chances are that many people are in the same business as you. But it is on you to add more value than them.
You can create better products, more effective communication, or create better content. Anything that makes a difference can give you the recognition that you want.
While it is fine to do competitor research and check their ideas, mimicking is not a good strategy.
4. Create The Brand Style
The style of a brand depends on visual elements like the logo, colors, fonts, and design.
All these elements must be consistent with the different platforms that you use.
These elements must be nice and trigger positive feelings for the target audience.
Most companies will need to hire experts to create logos and web design.
People will start recognizing your brand for these elements, so you need good quality.
The changes in these elements must be rare, and only when you want to adjust your strategy for a good reason.
5. Find Your Brand Voice
You will communicate with people from your target audience daily, so you must find your brand voice.
The easiest way to achieve that is to think your brand as a person that sends an email, create a blog post, or make a video.
A person should have a specific style of writing and communication. Your voice is another element of your brand, so it must be the same in every platform.
It is important to motivate your target audience when you engage with them.
This is how they come back for more updates and content. Boring voice will give the opposite results.
Once you find your voice, just make sure you keep it consistent on every piece of content and every comment on the internet.
6. Apply Your Branding Strategy
Most business websites are very important for the image of a company.
Many websites are the place that businesses use to get leads and the biggest part of traffic.
So, visitors must see your logo and the style of your brand. It must be consistent with every page and post.
If there are parts of the website that does not fit to your brand, you can change them. All the calls to action, landing pages, and product descriptions can be edited and improved.
You have less control over social media than your own website.
However, you can put your branding to work with your images, logo, and brand voice.
You probably can’t control the style of each platform, but you can still choose topics of your content and how you will engage with the target audience.
The pages and the emails of your funnels must be relevant to the brand image.
You can show them a completely different image on a landing page or make claims that do not make sense for the people that visit your website and follow you on social media.
Also, you can include your logo or any images to your emails.
Advertising in branding helps to is often used to reach more people and introduce them to your brand.
So, it very important to use all the important elements of the brand.
Branding advertising can be easier than other types of advertising because it’s straightforward what you must do and what copy to create.
You use the brand voice and style that you have already decided.
Branding Tips For Small Businesses
Think Of Your Brand As A Person
The goal of a branding strategy is to build relationships with your target audience.
In this way, they will trust your business and turn into loyal customers.
If you think of your brand as a person, it will have a person’s specific behavior and characteristics.
For example, it will get a specific identity and personality when it communicates with other people.
This simple strategy will help you to go through the steps of the branding process with more clarity.
Consistency is mentioned many times in this article because it is super important when it comes to branding in digital marketing.
You want people to remember your brand name and its elements. They will remember them through repetition.
These elements must be viewable from every visitor on every platform. On the other hand, inconsistency confuses your target audience and create doubts.
Wouldn’t it be weird if you visit a website with a different logo or design every month?
Create Brand Goals
Creating a logo and a mission statement is the beginning.
Building a brand means building relationships with your target audience and having specific goals for the future.
These goals can include a strategy of awareness and how to reach more people, how to become more competitive and focus on the mission of the brand.
Use Branding To Hire
Most people want to work for big brands and feel that they are a part of an important organization.
Also, they are more motivated to complete their projects and help with their performance.
While these benefits have to do with people that already work for a business, you can use branding to hire as well.
The internet gives us many options on that part.
Whether you work with freelancers or hire employees, it’s easier to get applications if people recognize your brand.
In many cases, they will be willing to turn down other projects or work harder to prove themselves.
If you want to attract talented employees or big names in your industry, building a brand is the only option.
Building a brand is a long-term strategy that includes the name, visual elements like the logo and the colors, brand voice, design, and consistency through the different platforms.
You can’t build a brand without the patience to repeat the process it takes to reach people and be consistent with the brand’s purpose and value.