Digital branding is the process of creating a connection with potential consumers online. That happens through storytelling, the use of visuals, and other techniques that increase awareness about the identity of a business.
A brand which does not have a digital presence is like having a car without any tyres. It’s not going to get anywhere any time soon. Though old-fashioned, “analogue” branding hasn’t quite gone the way of horse and buggy, organisations today require a diversified array of digital branding tools so that they can cement their real-world presence.
The Importance Of Branding
Branding is just as vital for small businesses as it is for big names. Indeed, a lot of corporate brands try to look more like small firms so that they can appeal to consumers who prefer to support independent brands.
Many small business owners already understand that branding is essential to their business, however a surprisingly high number of them don’t actually know why. They recognise the link that exists between successful businesses and strong branding. They aspire to build a brand which creates similar success for themselves.
In addition, they understand that branding is not just a logo or how their business is seen externally. However, too few realise that successful brands have this branding at the heart of the business. So much so that in many ways you could almost substitute the word ‘brand’ for ‘business’.
What Is Brand Building?
The definition of brand building is the ability generate awareness about your business making use of strategies and campaigns that have the goal of creating a unique and lasting image in the marketplace.
Branding can be unpacked into three high-level phases:
- Brand Strategy
- Brand Identity
- Brand Marketing
Brand Strategy will outline how you are unique, reliable, unforgettable, and likable by your ideal customer. This strategy will convey your purpose, promises in addition to how you solve problems for people.
Brand Identity is the manner in which you convey this to the public with visuals, messaging as well as experience. Your brand strategy will influence the way in which you present your identity and align it with your purpose for the most impact.
Brand Marketing is the way in which businesses or organisations highlight – and bring awareness to – products or services by connecting values and voice to the correct audience through strategic communication.