What customers are saying about your business/digital brand is more important than what we say about us. Your digital efforts say a lot about who you are, what you value, what you provide to your prospective clients, partners, members or customers.
Digital branding is more than a logo or website design. It’s complicated how such branding impacts a consumer’s perception of your brand.
In this digital era, with many online touchpoints (for example, websites and apps, social media discussions, search engine results, on online reviews), most perceptions of your brand are made after experiencing their first interaction with your business in the digital arena.In this digital era, most perceptions of your brand are made after experiencing their first interaction with your business in the digital arena. Click To Tweet
Getting new customers has become continually difficult with the amount of information, content, and the variety of options available to target your audience. Understand that the traditional way of approaching marketing is no longer relevant.
To fully comprehend and understand the impact of your brand and the likelihood your audience purchasing your services or products, becoming a partner sponsor, or joining your organization.
This is why digital branding is essential to any business – read on to understand how it all works.
What is Digital Branding?
On a daily basis, your audience is consumed with advertising and marketing messages that do not cultivate a special connection. You have to set yourself apart from the same talent or expertise offered all over the internet. What separates your business from the competition is your unique story and how it is presented in a digital world.
Digital branding is about securing, controlling, and optimizing your brand’s story and presence in the digital realm. Digital branding is key to establishing a useful and meaningful connection with your target audience. It’s about using your unique selling proposition to differentiate yourself and your brand from the competition.
Let’s break each component down into marketing terms.
Your Digital Identity
Remeber that your digital branding must be different from traditional ideas of branding. A brand needs to live its values daily and communicate them through their digital branding efforts. As a digital brand, you can’t just tell your audience what you represent and expect them to believe it.
The way you build your brand identity is by using content marketing and social media.
Many overlook and do not realize is that in essence, content marketing is your identity. When someone asks you why you started doing what you’re doing, you explain what motivates you, or how you’ve achieved specific goals. Your story is about the challenges faced and overcame, and how those same challenges impact the products and services you provide.
Connecting the challenges you’ve faced with the wants and needs of your target audience is critical. Content Marketing is useful for providing relevant content and information geared towards the various stages of a user’s journey; it’s conveyed through a strategic series of content, your service or product is the solution.
It is important to provide value beyond what you’re offering; it is the most opportune way to begin building your identity. Re-enforcing your value proposition and why you’re better than the competition is the best way to engage with your target audience continually.
Now that we explained how Content Marketing is the core of your brand identity; let’s move on to how social is used to grow your digital brand.
Your voice on social media matters. Your engagements on social media convey the voice of your brand. From the status updates to the way in which you respond to comments and respond to chat requests, covey your brand’s voice. Your social media activity is a brilliant awareness builder and can be used to construct your identity.
The best place to start is to being with social listening to help inform your brand identity. Examine audience chatter to lead your digital identity. Altering your brand identity based on what your audience wants is not something you have to do. Changing the way in which you speak to your audience and your brand identity will be molded by that experience.
After establishing your identity, it’s time to focus on your visibility in the digital space.
Your Brand’s Visibility
The next component of your digital brand is visibility. Consider all the touchpoints in which your target audience interacts with your brand in the digital space.
The digital space can include your website, social media networks, online search results, review sites, and word-of-mouth. It is a priority to place resources on ‘controlled’ touchpoints such as your website; however, the most influential touchpoints are ones that are ‘uncontrolled’ which are the ratings and review sites.
Digital Advertising also contributes to your visibility as well and is considered a “controlled” touchpoint. With a strong digital advertising campaign, you can create highly targeted campaigns.
Digital Advertising contributes to your brand’s visibility as well as is considered a controlled touchpoint. With a strategic and robust digital advertising campaign, can be utilized to develop a highly targeted campaign.
A crucial part of growing your awareness and visibility is your audience’s search engine results. To be listed at the top of search results will help increase your visibility, but it conveys that you are aware of your audience’s needs and understand their search behavior.
Doing keyword research and developing a workflow on what key terms apply to your brand and what your consumers see when they search for your product or service. Being displayed in the first position in a search engine results gives your brand credibility.
Your Brand’s Credibility
Your credibility can be ruined in seconds after years of building your brand’s credibility. It’s critical to actively develop a feedback sequence with your target audience to protect your credibility. A well-structured digital brand can utilize all its touchpoints to collect feedback which can enhance the brand’s credibility.
Engagements on your social channels can contribute to your credibility. When using engagements for digital branding, consider the overall user experience and prioritize transparency and trust. Being attentive to your followers and respond authentically, you will naturally grow your credibility.
A Digital Branding Fail
On a daily basis, brands are increasingly trying to showcase more personality in their marketing efforts to communicate a human-side of their business. Some do this well, while other can ultimately fail.
A brand with personality and that convey’s it has a more human-like approach, can enhance their authenticity and trust with their target audience. In digital marketing, a personality is expressed through engagement, dialog, and presence on each social platform. Unlike traditional marketing, where a brand would project their personality onto the consumers. Don’t forget that just showing up and participating in conversations is a statement you’re making to your audience.#UMTIP: How you manage your brand can have huge implications on your branding if campaigns are missing the mark, you may need to examine your company culture. Click To Tweet
Digital branding with can help bring together your business objectives and what your target audience wants. Once you’ve done that, your audience will engage.
If your targeted consumer wants to find you and check your references, your digital brand should be able to address any concerns and provide directional information.
The Wrap Up
When it comes to digital branding, it doesn’t matter if your an individual looking to promote your expertise or organization wants to convert your audience, digital branding must be a priority. A business’ identity, visibility, and credibility, along with those discover the brand, can relate and interact with the business online.
Every potential consumer utilizes online platforms to assist in their purchasing decisions (such as online search, social media, mobile apps, etc.). Establishing a robust digital brand will increase your lead generation, content consumption, customer acquisition, and ultimately, brand awareness.
For business owners, marketers, or anyone looking to build an audience, creating a sturdy digital brand must be a focus, because the livelihood of your business depends on it.