What Is Digital Branding?

Updated June 24, 2022

If you're interested in increasing brand awareness, you may consider developing a digital branding strategy. Digital branding can help businesses create a consistent and memorable image, which may attract more consumers to their websites and stores. Learning about digital branding can help you create a compelling story about what your company is and why potential customers might be interested. In this article, we define digital branding, explore strategies you can try and examine the differences between digital branding and digital marketing.

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What is digital branding?

Digital branding is a method of introducing your company to potential customers online. It often includes consistent content across several digital platforms. Effective digital branding may help your business develop a reputation that consumers can trust and support. It can also improve brand recognition, which can expand your audience and lead to more sales.

Elements of digital branding

Here are some of the most important elements of digital branding that you can focus on when creating your brand:

Logo

A logo is a symbol or design your company can use to represent itself, its products or its services. Since your logo is often a person's first impression of your brand, it's important to consider what you want people to think about when they see it.

Logos can be simple and memorable. You can research other brands in your industry to generate ideas. Consider choosing colors and styles that you can repeat on your website, in content that you create and in marketing materials. Then when people see your logo, they may think of your brand.

Read More: How To Design a Logo in 12 Steps

Message

A brand message is a company's value proposition when communicating with its customers. To help you establish a message for your brand, you can conduct research and review similar brands' messages. Then you can ensure your brand's message is clear and accessible by considering what your company is trying to achieve and why that matters. For example, if your company makes running shoes with long-lasting material, your message might be that your goal is to sell durable shoes and that your company's shoes last longer than competitors'.

Website

A website is a central location where customers can access your content, purchase your products or review your services online. Once you have a memorable logo and message, consider using them to help you design your website. Applying the colors from your logo can affect the tone of your website, which can help you tell a story about your brand. For example, a children's party company might use a playful font on its website. In contrast, an editing business may use a minimalist color palette on its website.

To help customers navigate your website quickly and easily and find what they're looking for, consider using a simple, intuitive menu including topics such as products, services or contact information.

SEO

SEO, or search engine optimization, is the process of maximizing your brand's visibility on the internet through search engine results. Effective SEO can encourage people to visit your website, which can help your digital brand grow its audience organically. To improve your SEO, consider researching popular keywords related to your topic. Then choose one for each page and incorporate it into your content naturally. You can also add hyperlinks on each page to help your audience find similar content.

Many websites have basic SEO tools, but you can also research search engine requirements to make sure the content on your site appears in top search engine results. Additionally, you can improve your site's SEO by adding subtopics to existing content to provide customers with more detailed information.

Read more: Definitive Guide To SEO Marketing

Social media profile

Social media profiles allow you to post and share content with your audience. Many businesses have several social media accounts on different platforms. These accounts may include the company's logo, brand colors and messaging. Since different social media platforms require different media formats, consider using each social media platform to amplify your brand in different ways. For example, if your company provides baseball coaching services, you might share photos of kids on a baseball field on an image-focused social media platform.

Social media branding can help your brand tell a story. Consider posting consistently to build a narrative that potential customers can follow. Connecting content through different social media platforms can help your customers know you're active and available. If they miss a post on one platform, they can continue learning about your story on another.

Online marketing

Online marketing is a type of advertising that uses various internet resources like websites and search engines to promote content and services to potential customers. Since marketing is part of your digital branding, it's important to incorporate elements of your brand into your marketing materials.

To create a compelling advertisement, consider incorporating your brand's logo and colors. Then, consider what type of person might be interested in purchasing your product. For example, if your brand centers on biodegradable clothing made from recycled materials, your online marketing might target customers who value recycling.

Read more: Your Guide to Online Marketing

Differences between digital branding and digital marketing

Digital marketing means promoting and selling your products or services through online channels such as social media, email or search engines. While the primary focus of digital branding is to promote a company's store and message, the goal in digital marketing is to acquire more customers.

Here are a few more of the key differences between digital branding and digital marketing:

  • Advertisements: When a company develops its digital branding, it may make sure its message is consistent across all advertisements. In comparison, a company conducting digital marketing might use advertisements to target customers on a particular platform.

  • Goals: While the goal of digital branding is to connect with an audience and to share a story, companies that use digital marketing strive to encourage their audience to make purchases with interesting advertisements.

  • Customer relationships: Both digital marketing and digital branding can help a business build relationships with its customers. In digital marketing, a marketer might use a relationship to guide a customer toward a purchase. In comparison, companies that use digital branding may develop relationships to increase brand awareness.

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Digital branding strategies

Here are a few strategies to try when creating or reinventing your digital branding:

Promote brand awareness

Brand awareness is the extent to which customers can recognize your brand. It's how consumers remember your business and one of the most important strategies a business can use to develop an online presence. Positive brand awareness can expand your audience, which may help increase sales. Examples of brand awareness campaigns include:

  • Partnering with other businesses that share your values: If you donate a portion of your sales to a nonprofit organization, consider partnering with other businesses with similar values. Forming partnerships can your business build credibility, which may help increase brand awareness.

  • Creating shareable content: You can encourage current customers to share content with potential customers by creating compelling, relevant content. Consider posting content on your social media profiles to make it easy for your audience to share it with others.

  • Creating a referral campaign: Some companies offer incentives for referring their friends or families. Referral campaigns can motivate people to share your brand and show commitment, which can increase brand awareness.

  • Update your SEO: After conducting market research on your most successful competitors, you may update your keywords, write new content or restructure your website to increase your search visibility and improve brand awareness.

Read more: Brand Awareness: Definition and 6 Ways To Improve

Position your brand

Brand positioning refers to your brand's product and service offerings. For example, if you have a fitness training business, you may focus on a client's specific training goal and offer ongoing sessions until the client reaches that goal. Rather than the standard offering of a pay-per-session model, setting a goal-oriented service could position your brand as one that can help clients achieve their goals.

You might also consider positioning based on price or convenience by providing more affordable services than competitors or offering extended office hours. You can position your brand by comparing competitors' offerings, identifying gaps in customer satisfaction and providing specific products and services to customers.

Engage with your audience

Brand engagement is when a consumer interacts with your website, social media profile or other online profiles. You can measure brand engagement with metrics like website visits or social media interactions. You can create surveys, emphasize reviews and testimonials and live stream videos. Getting consumers involved can make people feel like they're part of your brand's story. For example, if you post a survey on social media about favorite drink flavors, customers who engaged with the survey might be more likely to purchase the new drink flavor once it launches.

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