Small or new businesses might feel like building a strong brand is out of their reach. They think it is only for large companies that can afford massive marketing budgets. While larger businesses may have a resource advantage, online marketing can make brand-building accessible to any business.
Having a brand can also be an essential element of having success in the modern digital landscape. And it’s more than just having a logo and a unique name. Your brand is like the identity of your business.
When asked, an expert from the digital marketing firm Exults said, “A strong brand can help your business reach its goals in many ways. It can make your online presence more recognizable and provide personality. Customers can also build relationships and identify with brands. These factors can also lead to brand loyalty and more repeat business.”
This post will cover the steps new businesses can take to start building a brand online.
Develop Your Brand Identity
The first step in brand building is to develop a brand identity. If you have yet to name your business, that is part of your brand’s identity. Beyond that, you should consider the color scheme you want to represent your brand. Creating a logo and slogan for your business are also parts of brand identity. It can also include the tone and style of content as well as the fonts you use.
Developing a brand identity can include deeper elements than the visuals and tone. For example, some businesses might need to develop a mission and values. You might also want to pick a personality type depending on the brand image you are trying to create. Factors like personality, mission, and values can help when working on messaging, colors, and voice.
Research Your Prime Customers
Learning about your target customers is fundamental to brand building. It can help you understand your customers and the types of messaging that will be most effective. It can also guide you to the different marketing strategies that can reach them. Use market research to identify your key demographics. Learn about who your customers are and their interests, preferences, and behaviors. Dig into their needs, pain points, and desires to tailor your brand message effectively.
Build Your Online Home
Your website will be the home for your business’s online presence. It should reflect the brand identity you developed while providing a good user experience. The website should look attractive while deploying elements like your brand color scheme and voice. Ensure that it is easy to use and navigate. Test the different functions to ensure visitors can achieve their goals without problems.
Additionally, you should ensure your site performs well. Even if your site looks good, poor performance can hurt your brand image. Make sure it is fast and that it doesn’t have glitches. Create a website that looks and performs as well on mobile as it does on desktop.
Your Social Media Presence
Social media is a vital component of online brand building. The various social media platforms provide places where businesses can demonstrate their brands and interact with customers. You can also set up social media profiles for free, so it is an affordable way to expand your online presence.
Select social media platforms that align with your target demographic and brand objectives. Create profiles using brand elements like images and colors. Stay active on these platforms by making regular posts and engaging with customers. Using paid social media advertising can also help expand your reach and build your presence on different platforms.
Optimize For Search
Search engine optimization (SEO) is one of the keys to online visibility for your brand. By using SEO on your website, you can increase its visibility in search engines. For example, you should research keywords to find the search terms most relevant to your brand. You can then use them in the titles, meta tags, and content on your website. Even beyond your website, you can optimize your social media profiles and other assets to help them rank better.
Spread Your Branding Everywhere
You want customers to see your branding everywhere they encounter your business. This consistency is critical for reinforcing your brand and making it recognizable to customers. Ensure your brand identity is featured across all online touchpoints, including your website, social media profiles, email templates, and digital advertisements. Use your color scheme, logo, typography, and brand voice.
You’ll also need to use your branding if your business interacts with customers offline. For example, if you have a physical store location, you should use the brand colors, logo, and more. If you send customers orders through the mail, consider branded packaging. The same applies to posters, brochures, and other marketing materials.
Work With Professionals
You might be able to do much of this work yourself. However, it is a good idea to hire professionals for some aspects of online branding. For example, a professional graphic designer can help you create a good logo. It is also a good idea to work with a professional web designer for your website. If you feel like you are too busy, you might want to hire a marketing firm to cover all aspects of building your brand. A digital marketing firm can help with everything from fleshing out your brand identity and writing to managing social media and SEO.
As a final point, you must be consistent with your brand-building efforts. If you stop or let your efforts slip, your brand image can start to drift. You should also occasionally review your efforts and make adjustments.