The internet continues to play an outsized role in our daily lives. Companies have to take charge of their online image and presence to help customers know who they are and what they can do for them.
To carve out their place online, there are some steps a company needs to take to establish themselves and their brand.
Digital branding is a form of branding and brand management. It takes the traditional concept of branding and translates it into the digital world. It uses the power of the internet, along with digital marketing strategies, to elevate the profile of a brand online.
The objective is to create a connection between the brand and the products it markets by using the internet to make the brand recognizable. While producing sales is a welcome byproduct, that isn’t the primary goal of digital branding.
Digital branding services seek to increase awareness of the brand, tell the story of the company, and cultivate & drive customer loyalty.
Branding is how you put your message into the world; your brand is what people think of when they hear the name of your business.
Everything needs to be reviewed—your logo, typeface, color schemes, website, social media channels, messaging & tone, etc. Every piece of your brand message has to complement each other and work together to meet your objectives.
As a reminder—branding is not marketing.
Marketing is what you do when you are trying to increase exposure to your brand or drive sales for your business. Branding is developing the voice for your company’s story and the elements you will use to tell that story.
They can be easy to confuse but serve starkly different purposes.
Throughout this article, successful examples of digital branding services will be highlighted so you can see what it takes to establish your company online.
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Before you start trying to brand, market, or sell anything, you have to know who your ideal customer is.
If you have not already done so, create your buyer personas and map out the customer journey. Without this information, everything else you do will be for nothing. If you don’t know your target, your branding and marketing efforts may not even work. You will gain valuable information about your target group during these two activities.
You can learn:
Once you gather this information, you can sketch out your persona. You should know their gender, age, demographic information, income bracket, education levels, and many more details. Consider also how you will target customers at different stages of the buyer’s journey.
This information then helps you develop your digital branding strategy.
An example of a business who utilized digital branding services and understood their target customer is Lush Cosmetics. As a company, Lush is big on the environment and eco-friendly causes. Minimalism is evident in their stores with a focus on reusable packaging and sustainability. Their target customer is a person who supports many of the same ideals. Lush and their customers embrace and support each other in terms of their values.
Now that you know who your target customer is, you have to develop your brand messaging and creative. At this stage, you can start creating your brand collateral, website, and developing your social media channels.
These are the elements you need to address while creating your brand image and message.
As an example of a company that hits this point home, I would refer you to the computer company Apple. They do many things right in terms of branding and marketing, but this is one area they knock out of the park. Every brand detail is used and reinforced throughout the company. Even the silver in the Apple logo is the color silver used on many of their products.
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Now that you have determined who you are targeting and how you want to speak with them, you are ready to start marketing to your customers.
Print media and advertisements still have a place in some marketing campaigns. Depending upon what type of campaign it is, that may even be the best method to use.
But digital advertising channels reign supreme for most purposes and demographics.
Digital advertising is the quickest way to reach your customers. You can also see your results virtually in real time and get an idea of your ROI. Digital campaigns can produce very large ROIs for a company.
While it can get harder to track a precise number like that for other digital marketing types, as a whole, digital marketing produces a 118% ROI for a company.
In essence, that means if you spend $100 on a campaign you will generate $218 from your efforts, netting you $118 in profit. Traditional media just does not deliver those kinds of results.
To run a digital marketing campaign, these are digital branding services you will want to consider:
It is tough to pick a company that does well for this point because so many companies do well with digital outreach. However, Dove does a terrific job with developing hashtag and buzzworthy digital campaigns so we opted to showcase them. Here is an example of one of their recent campaigns.
This is the biggest thing in the digital world that can be overlooked.
A person can create a winning email campaign or a viral video and think they can recreate that same magic using the same techniques time again. In the digital world, that isn’t the case. Digital marketing moves at lightning speed and what works one month might not get the same results by next month. You have to be willing to make adjustments and change your strategy in the moment. When possible, you should test your material so you can make adjustments to have more impactful campaign elements.
You can apply this testing to multiple elements. Here are some tips about how to test your material for effectiveness:
To give you a better idea of what this testing looks like, here are three examples that showcase what to do to get the best results.
If you use the tips shared in this article and study the examples, you will be on your way to success for providing strong digital branding services. Mediaboom is a full service agency that can help you with every step of your digital services review and execution of your digital strategy.
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