Online Branding for your Business
Branding is essential to any business and can be considered a business’s identity. But, what is branding, anyway? Well, it is not just a logo or how the company is seen from the outside. Branding has to be at the heart of the business so that your brand is synonymous with your business. This can be pretty difficult, but not impossible, to achieve.
The importance of a well-designed and content-rich website
Building your online brand is something to think about carefully. Reaching out to customers and building strong relationships with them has never been more challenging. Online branding will not only help you with that, but it is essential for your business to succeed and remain successful. Therefore, building a website is the first step towards building your brand. You have to make sure that your website is a true reflection of your brand. This means that this kind of online presence will give you an advantage over your competition because it can do all the talking for your company all on its own.
Consistent customer experience and customer loyalty
Providing a flawless and consistent user experience is a great way to ensure your customers will keep coming back for more. Therefore, your priority is making sure you provide an excellent customer experience on every platform online where users share their experiences and impressions. Negative feedback on review sites and social media sites can be very damaging to a brand because they remain there for everyone to see and cannot be deleted.
It is essential to constantly try to improve customer engagement strategies. If you want to build brand loyalty online, your focus should not be on generating repeat sales but on building customer loyalty instead. A loyal customer is worth 20 times as much as a single sale.
Benefits of nurturing your brand
You will improve your online visibility if you have a strong and consistent brand. Google has many rules concerning online visibility within their search engine. However, more flexibility is given to already established brands where following these rules is concerned. It is beneficial to strengthen your brand as soon as possible because brands have extended search results on Google. Its recommended search gives brands an advantage by moving them to the front of the line. Additionally, thanks to paid ads, brands dominate the search engine because they have bigger AdWords listings. The bottom line is that established brands have high online visibility, which is another reason for you to continually nurture your brand.
Building your brand online should be one of your priorities if you want to generate more sales and boost your reputation. Ensuring your brand is consistent regardless of the channel or platform it is displayed on is one of the sure ways to achieve your business goal of brand integrity.
6 Ways to Build Your Small Business Brand
Brand building is the way to inspire ongoing trust and loyalty in your industry. Branding helps the public see your logo and name and put you on the map. In an increasingly competitive market it is extremely important to have an effective strategy on how your brand is presented to the public. This can be a complex process and here are a few ideas to think about:
Define your brand and who you want to reach.
Do your homework. Know what the prospective customer needs, how they think and what their habits and desires are. Define what it is you want the public to see and the key message you want to communicate. Place your logo everywhere and remember that branding extends to every crevice of your business. Bring it into how you answer your phone, what your email signature is, how the company is represented by your employees and what you wear for sales presentations.
What about the internet?
Not having a web presence makes your company seem obsolete. It is better to start an internet presence as soon as possible. Even with just focusing on local sales at first your customer won’t be able to find you if you aren’t online. It’s a way of advertising and showing the customer you are up-to-date and available for what they need you to be.
Public relations and customer service.
Once you have the customer on your site or in the door you will want them to enjoy their visit so they will want to return. It is important to make it easy to navigate your site, easy to get answers to questions, and get professional and respectable service. Be sure you do what you say you will and their experience will be one they will want to repeat.
Generate traffic with a outstanding marketing strategy.
You can influence the way in which the prospects see your company with a good marketing strategy. Blogging can be a great one since about 77% of Internet users read them. About 52% more purchasing decisions are made after reading them. Blogging increases visibility from search engines and also results in a higher ranking. Blogging about your experience and what you feel you are a expert in can establish credibility and make you an authority in your industry. Increasing user-engagement and giving you more opportunity to connect with your target audience. Be sure that content is always interesting and engaging. This can only mean more loyal and interested customers.
Bring print advertising and social media together to amp up your marketing.
Branding is not just for making your prospective customer choose you over the competition. It is to help make them see you as the only possible option to provide them with the best solution to their problem. Learning ways to merge both social media and printed ads and how to integrate these can bring you a lot of revenue that wouldn’t other wise come your way.
As well as having a well designed and continually updated website you also need to be listed in business search engines. Tag your updates, blogs and posts with keywords so you will show up in search engines consistently. To improve this ranking use your social posts to link back to your website.
Be consistent and vigilant with your Brand.
Make sure your design, logo and voice are consistent across the board. Find out where customers spend their offline time and advertise there. With teaser ads that don’t give all the information you can lure them to your site to learn more. Always be watchful for new ways in which to do this. If you think of each contact with the public as a new opportunity to build your brand then you are well on your way.
Brand Storytelling 101
Brand storytelling is important because it is the cruise that will keep your brand afloat while others slowly sink around you. Brand storytelling can definitely be the key to your marketing success.
Every brand has definitely numerous stories to tell. From the beginning of a brand idea to the direction of the business plan, marketing people sees to it that everything is taken into account. The following are your guidelines in order to begin the narration of your brand’s story seamlessly.
- What is the story of how your brand began?
- What is the story of your brand’s core values and beliefs?
- How did your brand change people’s life for the better?
Stories are in everything, and everything can become a story. To increase your presence establish your brand story through e-magazines, posters, brochures and videos.
Here are 6 brand storytelling tips which can help you narrate your amazing brand stories.
1. Preparation is vital key.
It’s important to write your brand story with careful planning. Your preparation should include gathering a lot of information about the history of the brand, such as the motivations of the founders, executives, quotes, personal anecdotes, etc. You should also take the time to verify all these information.
2. Be personal and genuine.
When writing your brand story, don’t skip out on failures and challenges the company has faced (or is facing). This makes it easy for your customers to connect to the brand because it shows that people are behind the business — not a faceless corporation.
3. Connect emotionally to people.
One powerful element of any story is emotion. As human beings, it is easy for us to remember stories that have an emotional impact. While facts and figures can help persuade customers to buy the product, emotional moments help connect with the brand.
4. Use a story pattern.
A tried-and-tested storytelling technique is adapting a classic story pattern, and this applies to brand stories as well. Using identifiable patterns and archetypes (i.e. a hero’s journey to saving the world) can help your audience get a feeling of familiarity towards your story. Find out more about the story patterns you can adapt to your brand story.
5. Adapt your story to the format.
Once you have your story ready for implementation across different media channels, make sure you convert your story in a way that’s appropriate to the format. When writing for the ear (i.e. videos, sales calls, speeches), make sure you’re mindful of volume, intonation, hand gestures, pauses, and pacing. On the other hand, when writing for the eye (i.e. blogs, e-books), pay attention to readability, punctuation, and illustrations.
6. Be visual and make people imagine your story.
By painting a picture for your target audience, your brand story becomes more interesting. Visual images make the people in the story more real and recognizable. Of course, the kind of visuals you use in your brand storytelling depends on the format, but you should strive to use some kind of visual in every telling of your brand story. Photos, videos, graphs, info graphics, illustrations — these all make your story interesting and memorable.