In the present business scenario, you do not exist if you are not on the internet. So, build a brand online to make your presence felt.
So, you have decided on online branding! It is no doubt a wise decision for better viewership and visibility. The way you build a brand online shapes the perception of the business and further helps to generate revenue. It is because a strong brand image helps to be the leader among the online business community in the industry. So, how can you make your brand successful online? Keep reading to know the tips.
Challenges of online branding
Online branding is considered an extended part of general branding. But it has some characteristics that are typical to the web environment. So, your knowledge of general branding also applies here with some differences in the mode, situational factors, and customer issues. While online branding has a wide reach with many benefits, it has the following associated challenges
- Managing off-line branding
- Managing online reputation
- Adoption of design and technology
Besides this,cyber-attacks are also a growing issue. It needs to be tackled using the latest online security systems.
What is a brand?
A brand is not the name or logo to distinguish your business. It is also not the face, style, and communication. It is all about customers’ overall perception; how they feel about your business whenever they have an interaction. It covers everything that people say in your presence and behind you.
What is brand building?
Brand building is generating awareness about the business. It includes several strategies and campaigns for creating a unique and lasting impression in the marketplace. There are three elements to brand building:
- Brand Strategy
- Brand Identity
- Brand Marketing
Your brand strategy is the blueprint that tells how you want your business to be visible. Brand identity is the way you convey this to the world, and brand marketing is how you add values to your strategy and identity.
Steps to build a brand online
1. Understand the brand and register a domain
It is your business and so you must understand your brand. It is vital to building a brand online. No misunderstanding should be there on how you understand your brand and how others perceive it. Find three words that you would associate with your brand. Once, you have found them; ask one of your friends who know the business the same question. If the answers do not match, then start probing.
Also it is never too early to register your website domain, because most customers will expect to be able to find your business online. These days hosting a website only costs a few dollars a month and takes just minutes to set up.
2. Understand the customers
It is also important to understand the customers and what they need. You must have a clear idea about the customers and where they hang out. Your messages should be in line with your business and able to hook them.
3. Research competitor brands
Researching competitor’s brands is one of the primitive activities to build a brand online. To do this, you must
- Determine direct competitors
- Determine indirect competitors
- Determine future potential competitors
- Rate your competitors and your brand
- Do SWOT (Strength, Weakness, Opportunities, Threats) analysis
- Create a positioning strategy
4. Establish a mission statement
Be clear about what your business is passionate about. This will give your customers an idea of your purpose of existence and what you will provide. It will go a long way in building your brand online.
5. Establish the key qualities and benefits
The internet is heavily crowded. Bigger brands with more resources will always command the online business landscape. But your products and services solely belong to you. So you must focus on the key qualities and benefits you can offer to your customers and how you differ from others. It will help you to build a brand online successfully.
6. Have a brand voice
It does not pay to be a faceless brand. On the contrary, you should show up. Your customers should be able to approach you. For this, you must form your brand voice for communication with the customers and their responses. It should be
- Professional
- Friendly
- Business-oriented
- Authoritative
- Technical
- Informative
- Promotional
- Conversational
7. Build target audience
The target audience is the foundation to build a brand online. Always be conscious about who you want to reach. Once determined, make every effort to fulfill their needs. For this, you must always be specific. You should also create a buyer persona that must include their
- Age
- Gender
- Location
- Income
- Education Level
- Motivations
- Goals
- Pain points
- Influencers
- Brand affinities
8. Create a logo and tagline
Visuals are great for brand building. So, you must create a logo and a tagline for your business. It must appear on everything related to your business and become your identity, recognition, and promise. For this, you may need the help of a creative agency. It should also include
- Logo size and placement
- Color palette
- Typography and fonts
- Iconography
- Photography & image style
- Web elements
9. Always be transparent
Transparency is the most essential element to build a brand online. Remember, you can never eat your words once you sent some message. So, you must always think seriously before you post something. Mean what you say and always stand by that. It will go a long way to build a long-standing relationship.
10. Integrate the brand into everything
Brand building is a continuous process. So, you must always strive for continuous improvement and make changes whenever there is a need. Moreover, your brand should be visible. It should also reflect in whatever your customers can see, read, and hear. You must ensure that your brand is integrated into whatever you do. Also, ensure that it looks the same everywhere on the digital platform.
Wrapping up
And now you have gone through all the actionable tips to build a brand online. Remember, you can start the journey anytime. So, follow the tips for ensuring more customer engagement and a successful business. Brand building does not happen in a day. Have patience and you will reap the benefits.
