Why Digital Marketing Has To Be Part Of The Brand Creation Process?

When it comes down to brand creation, a company’s website and digital marketing presence now need to be front and centre when choices are made.  A company’s brand is so essential. It’s the business philosophy, its culture as well as ethos, its products, its team, the customer service, its corporate reputation. The logo, colours, fonts, and design detail are the visual representation of that brand. They are required to work together in order to grab the customer’s attention, ignite recognition and develop loyalty.

In today’s digital landscape, strong online branding and digital marketing will give you the opportunity to have a closer connection with your prospective customers. This will lead to conversion and retention.

Without a strong online brand, a business will experience reduced competitiveness, inaccessible products and services, customer confusion, and dissatisfaction. As your online brand shows its form in all your customer touchpoints, then to say it is everything is really not an overstatement.

Getting It Right Is Vital

So, it’s natural that designing a brand often involves so many individuals. It’s a fantastic process and not something which can be done in a short space of time. A brand and its visual representations will hopefully be with a business for some time, in various guises, so it’s very important to get it right. The trouble with lots of people being involved though, is that the water gets muddied – and they’re not always the correct people.

Sometimes, there’s a tendency for us marketers to get a little bit too caught up in the creative side of things. Most people don’t work in marketing. They might not appreciate the time it’s taken to decide on the background, the choice of colours, the font, or the symbolic way that crest rises above the dot on the i.

Instead of getting caught up with the design, perhaps the main focus of any brand creation should be the audience. Perhaps it’s best to keep it straightforward and focus on what the branding really needs to achieve.

It needs to be memorable and work across a range of channels. According to Forbes, presenting a brand consistently across all platforms can increase revenue by up to 23%. If your product packaging, social media posts, website, and promotional material send a uniform message about your brand identity and its core values, the better things are likely to be for your business. Look at Amazon. Their logo is hardly Van Gogh, and their homepage isn’t at all “pretty” – but it’s definitely working.

Digital Marketing Allows To You Outrank Bigger Players In Your Industry

If you work for a small organisation, it’s probably difficult for you to compete with the chief brands in your industry, many of which have millions of rands to invest in television commercials or nationwide campaigns. Luckily, there are a lot of opportunities to outrank the big players through deliberate digital marketing initiatives.

For example, you might identify certain long-tail keywords which relate to your product or service and create high-quality content in order to help you to rank on search engines for those keywords. Search engines don’t care which brand is largest — instead, search engines will prioritise content which resonates best with the target audience.

Get in touch with the Digital School of Marketing

Do you want to become a digital marketing expert? If you do then you need to do our Advanced Digital Marketing Course. Follow this link to find out more.