Branding is important for any business. A strong brand builds recognition of your company, increases customer loyalty, and drives more sales. The brand image of your company is everything from company values to aesthetics. How your customers perceive your company essentially determines how they feel towards your business, ultimately helping them decide whether to do business with you or not.
Technology and the internet have produced new marketing channels for brand exposure. Additionally, communication through these digital channels is different than other traditional routes. Understanding the differences in brand exposure and messaging is essential for successful branding in the digital era.
Digital Brand Exposure and Awareness
At one point, there were only limited channels for a business to show off its brand image with the world. Some of the more traditional channels include print ads, television ads, and billboards. Nowadays, thanks to technology and the internet, there are endless marketing channels for brand exposure. Some of the more common examples:
This change in the landscape for brand exposure forces businesses to reconsider their brand strategy in order to be successful effective through these digital means. Most of the time, these channels are easier and cheaper to use. For example, running a Facebook ad will likely be less costly than a billboard. Furthermore, these channels provide the opportunity to better show off a deeper side of your brand’s personality, especially on social media. Authenticity is encouraged for businesses on social media, and it can be a great way to share the more casual side of your brand.
Sharing a Digital Brand Messaging
What you say, and how you say it is essential to developing a brand image. Brand messaging looks different through digital channels than in the traditional space. There are more digital implications from the text that you use in your brand efforts. For example, much of the messages you share online will be tailored for SEO purposes. Important brand components may even be altered to increase exposure in the digital space.
Many startups will take significant consideration of SEO when naming their business. The purpose of this is to maximize exposure so when the name of their business is plugged into a search engine, their company will be shown near the top of the list. The name of any business is a huge component of its brand, and to name a business in the digital age takes extra consideration.
Additionally, the tone and voice used by your company to convey your brand message should be consistent across digital planes. How your company speaks on your blogs should be similar to the language used in your social media posts. Another vital consideration when sharing your brand message online is the language of the digital space. Things such as including a GIF in a blog post or using internet slang like “lol” are means of digital communication.
It is important to remember that you are communicating to your online audience when sharing your brand messaging on digital channels. You have to consider the medium from which your customers are receiving your message from.
Like many things, technology and digital advancements have altered the way businesses engage in branding methods, specifically brand exposure and brand message sharing. Many technical components go into a successful brand strategy in the digital world. It can be complicated, so hiring experts in digital marketing can help. For SEO and digital marketing inquirys contact Let’s Nurture.