Developing a strong and impressive online presence for your business is a worthy goal in this day and age. The majority of consumers out there go online before making a purchase, and your business needs to stand out among the rest of the competition in order to grab their attention. Creating a uniform and recognizable brand for your company is incredibly important for the success of your online presence, and therefore, the success of your business.
If you’re doing the online presence thing right, then you will have multiple places and spaces for your business across the web. From an informative website, to a frequently updated blog, to active social media accounts, you should be spreading your online efforts across all of these different platforms. In order to maintain a uniform look and feel among every site you will need to be consistent with your branding.
If you have different people in charge of each of these different sites, a defined brand for your company is even more important. Without a solid idea of what your business stands for, what the most important aspects are, and how you will get that out to consumers, you may be sending completely different messages out on each site.
Branding is not only important to keep your team unified, but it’s incredibly important for letting your consumers know what to expect from you. This will allow your potential customers to see exactly what you have to offer when it comes to products and services, and also can easily showcase what sets you apart from the competition.
When it comes time to define your brand, think about who your target consumer is. What do they need from you, and how would they be most receptive to hearing your message? This will help develop a marketing strategy that will be mutually beneficial for both your business and the consumer. Rather than focusing only on what you personally want your brand to be, you can also think about what your consumer wants your brand to be. Merge the two together and you should have a pretty stellar brand for your business.
Your brand doesn’t exist solely online. It will stretch from your website to your logo to your packaging materials to your business cards. This is why it’s incredibly important to invest ample time and energy into defining your brand – it’s quite a monetary investment as well, and deciding to switch directions should be avoided at all costs.
A brand gives people something to go on. It lets them know what they can expect from your business. Think of some of the most iconic brands out there. Target, BMW, Gap, Starbucks, Apple, Coca-Cola – each of these brands has a very strong message that they promote across all platforms. They have a very clear target demographic, and they speak to that buyer in every message. Their loyal consumers know exactly what to expect from them, and even as their businesses grow and change, they keep the underlying foundation the same.
Branding is easily one of the most important things you will do for your business, online and off. If you haven’t spent countless hours developing a solid branding strategy for your company, it’s time to get to work. Nothing will help your marketing efforts more than a clear branding message. It’s guaranteed that it will be well worth any amount of time or energy invested.
To read more on developing a strong online presence, download our free eBook "10 Steps to Turn Your Website Into a Lead Generating Machine".