When done right, digital branding can give your business remarkable benefits — ones that will prove valuable as you continuously compete for market share.
A well-thought-out digital branding strategy will enable you to communicate your brand experience and values clearly. As a result, your audience will know what you represent as a company.
Digital branding can also boost brand awareness and loyalty. When you have these two elements down pat, you can expect vast improvements in various parts of your business, with sales, lead generation, and customer engagement leading the pack.
Moreover, digital branding can increase customer advocacy, a crucial component that will assist you greatly as you build lifelong relationships with your consumers.
Since these benefits are too good to pass up, you need to work on your digital branding strategy.
Below are the seven best digital branding tips that you have to try this year:
1 – Reassess your goals
If you already have a digital branding strategy, simply continuing it this year won’t allow you to maximize its potentials fully. As such, before implementing a new campaign or tweaking your current one, go over your established goals first.
Evaluate your objectives and see which ones you have achieved and want to continue working on. Identify the goals that you need to remove from your list.
Also, keep in mind that the interests and needs of consumers are constantly changing. Because of this, you also have to add new goals that will meet these.
Once you have set your new goals for this year, you will be able to establish benchmarks your campaign has to reach. You can then assess how your strategies are doing regularly and make the necessary changes or additions to make it more effective.
2 – Prioritize your core values
While establishing your new goals, ensure they include or revolve around one vital element: your company’s core values.
When you focus on your core values, you will be able to come up with an authentic and consistent digital brand. And this will help you build a reputation for being a genuine and interesting company.
Taking note of your guiding principles will also enable you to establish goals that are realistic and attainable without the need to compromise your company morals and standing.
3 – Understand your target audience
Knowing your target market is a step that you should never skip, whether you are building your digital branding campaign from scratch or modifying it.
Research your consumers’ needs, preferences, interests, and habits. Understand what they are looking for and how you can help them end their search.
You can then create a customer persona, which you should use for creating content that your target market will find interesting and engaging. It will also help you choose the right digital platforms to find and connect with your audience.
4 – Create content that your audience will find valuable
Publishing several new posts every month to boost your content footprint is a strategy that is losing traction fast. The focus now is on creating fewer posts that are more detailed, informative, and useful.
By regularly publishing meaningful content, you can turn your website into a place where people can learn useful things about topics related to your business. They will then regard your brand as an expert, keep returning to your site, explore all the pages, and possibly, engage with you.
The simple step of focusing on quality and consistency instead of quantity can boost your digital brand and reputation effectively.
5 – Use the appropriate channels
Although it is easy and often free to use various online marketing channels, being active on all of them is not a smart idea. Selecting only the best platforms that support your digital branding strategy would be more strategic and advantageous for your brand.
Moreover, this will help you and your team to avoid wasting time and effort that you can otherwise invest in other marketing channels.
To know the right platforms to use, do some research to identify which channels tie into your goals and audience preferences. Once you have determined them, implement the appropriate tactics to support your digital branding campaign, such as search engine optimization or SEO, social media marketing, and display advertising.
6 – Customize content for each platform
Tailoring the content for each channel and tactic is also essential for digital branding. Long-form articles, for instance, are excellent for SEO but won’t be as effective when used in social media marketing.
Keep in mind that your audiences in different channels have varying expectations and mindsets. Because of this, they expect you to post content that is typical of the platform. For example, you have to publish or share articles that are related to your business or industry and have a more professional tone on LinkedIn.
However, if you post the same on Facebook or Twitter, the chances of users reading or clicking the link will be lower.
Additionally, sharing the exact content or posts on all platforms where you have the same followers or connections won’t do you any good as well. They will think that you are too lazy to think of more appropriate things to share on each channel.
This doesn’t mean, though, that you spend several hours creating content for each channel. You can share the same posts and messages but present them in ways that would appeal to the platform’s users.
When creating your content plan, make sure you have the right balance between written posts and visual content. By doing so, you will get more out of your digital branding and marketing campaigns.
7 – Be engaging and helpful
Whether you are publishing a post or interacting with your audience, provide valuable information that they can use. Don’t simply share a link; give some details on how readers can apply them in real life.
While engaging with and being helpful to your audience, highlight the uniqueness of your brand. Demonstrate your knowledge and expertise.
Additionally, stay true to your brand personality. When you do, you establish the authenticity and consistency of your company, which will help generate attention and engagement.
This will also help you create a community of people that will talk about your brand, which will eventually grow and further cement and improve your business’s reputation.
This year, get the most from your digital branding campaign. Include these tips and know when you need to get help from experts if you want to build and boost your brand’s reputation and reach online.
Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress who awarded him the prestigious Brand Leadership award in Brand Excellence.