Branding is no longer just a logo and stationery system. Today, building a company’s persona is something much more complex. Why? Digital platforms have changed what it means to create a brand for your business. In addition to traditional touchpoints with consumers, like a flyer or product packaging, you’re reaching potential customers online. Your website, Google My Business profile, social media accounts and digital ads all impact a customer’s perception of your brand.
To create a persona for your business that connects with consumers every time, you need to consider how to adapt for digital platforms. Ask yourself if your business is keeping these five things in mind when sharing its brand online.
We can’t stress this enough! In order for your branding to be effective, it has to be immediately recognizable. All of your branding elements should match, no matter which page of your website or social media channel they’re on. When we say “branding elements,” we’re not just talking about your logo either. The fonts and colors you use, the style of your photography, the voice you use in your copywriting and how you present your competitive advantages should be the same across platforms.
This way, clients know they are interacting with the right company online. Inconsistency can lead to a lack of trust between your company and potential customers.
Customers are attracted to brands that let their personality shine through their products or services, physical spaces and digital properties. Are the core values of your company clear in all of your messaging? Aligning your brand elements to the ideals you and your business believe in will make growing your brand a more fluid process.
Share your message on the marketing channels where your target audience already spends time. Consider how people use a specific platform when deciding whether or not to build a presence for your company. Facebook is the largest social platform with users that trend older than Snapchat, Instagram or Twitter. Instagram’s highly visual feed is adored by younger social media users. Each digital platform, from LinkedIn to your own website, has a purpose and a personality. It’s up to you to decide which ones will help you amplify your brand.
Your website is one of the few digital platforms that you own completely. This makes it the easiest place to share your business’s personality online. Your website should be immediately recognizable to anyone familiar with your business. Keeping visual brand elements and messaging front and center on your website helps new visitors get a feel for your business from their first interaction too.
Keeping your website focused on topics relevant to your business support your brand by helping visitors (and search engines) understand what your expertise is. Being a valuable resource on your products, services and industry as a whole is part of a well-rounded brand in today’s information-saturated world.
4. Customer Service
More than 65% of customers claim that online reviews affected their purchase decisions. If your reviews are positive, that’s great news for your business. If your Facebook, Google My Business and Yelp profiles are littered with negative comments, you have some work to do. Part of your brand is your reputation, which means part of building your brand is reputation management and customer service.
Get to know your clients to learn how you can best serve them. Stop selling products and focus on building relationships. Authenticity is crucial to branding success. Respond to reviews and inquiries the way you’d like to be responded to – quickly, kindly and with solutions!
5. Be Critical
How you present your brand matters. Take a step back and interact with your business as if you’ve never heard of it before. Use templates to keep your imagery consistent across social media, in emails and on your website. Double check your social posts for grammatical errors and pass on sharing things that don’t match your brand’s voice or style. Organizing the small details will add up to big improvements for your business.