As a small business owner, you know that having a strong and visually appealing online presence is important.
But did you know that your online brand is about more than just good looks?
In order to be successful in the digital age, you need to focus on all aspects of your own brand. This includes creating and sharing valuable content, building relationships with customers and potential customers, and monitoring and managing your reputation online.
By taking a holistic approach to your online brand, you can set yourself up for success in the digital age.
This guide will take a deeper dive into online branding and aims to assist you in your brand-building efforts, thus creating a solid online brand story of your own that will help you succeed in the digital age.
Let’s dive in!
What Is An Online Brand?
First, let’s clear up a common misconception of what a “Brand” really is.
Branding is more than just your company’s name or logo design.
It’s more than just a particular type of product your company offers, such as the Q-tips brand of cotton swabs.
It’s more than just the look of the packaging of your product.
In a nutshell, your ”Brand” is the culmination of everything your prospect’s six senses can pick up on about you. Please allow me to explain.
Sense #1: Sight
The first sense we want to focus on is “Sight.”
Again, this is not just about your product’s packaging or your company’s logo.
Your online brand should be visually appealing and easy to navigate.
Your website should be designed in a way that is pleasing to the eye and easy to understand.
Your color scheme should be consistent across all your online platforms and marketing materials.
Your logo should be easily recognizable and used consistently across all of your online platforms.
In short, everything that a prospect can see when they visit your online presence should be visually appealing and cohesive.
Sense #2: Smell
The second sense we want to focus on is “Smell.”
No, I’m not talking about the actual smell of your product. (Although, if you sell a product with a scent, such as candles or air fresheners, this can be an important part of your brand design.)
I’m talking about the “smell” of your online presence.
In other words, what does your online presence say about you?
Are you a professional business that takes itself seriously? Or are you a fun and friendly business that is approachable and easy to work with?
Your online presence should “smell” the way you want it to.
Sense #3: Sound
The third sense we want to focus on is “Sound.”
What does your brand voice sound like?
Do you use a lot of industry jargon that only people in your field would understand? Or do you use language that is easy for everyone to understand?
Your brand voice should sound the way you want it to.
Sense #4: Touch
The fourth sense we want to focus on is “Touch.”
No, I’m not talking about the actual physical touch of your product.
I’m talking about the “touch” of your online presence.
In other words, how easy is it to use your website or online platform?
Is it easy to navigate and find what you’re looking for? Or is it confusing and difficult to use?
Your online presence should be easy to “touch” and use.
Sense #5: Taste
The fifth sense we want to focus on is “Taste.”
Again, I’m not talking about the actual taste of your product.
I’m talking about the “taste” of your online presence.
In other words, what does your online presence say about your company’s values?
Do you focus on quality or quantity? Do you offer a luxury experience or a budget-friendly experience?
Your online presence should “taste” the way you want it to.
Sense #6: Intuition
The sixth and final sense we want to focus on is “Intuition.”
This is the most abstract of all the senses, but it’s also the most important.
Your online presence should give off the feeling or “vibe” that you want it to.
For example, if you want your online presence to give off a feeling of luxury, it should exude sophistication and elegance.
If you want your online presence to give off a feeling of approachability and friendliness, it should be warm and inviting.
Your online presence should “feel” the way you want it to.
In conclusion, your brand is about more than just good looks. It’s about everything that a prospect can pick up on with their six senses.
By taking a holistic approach to your online brand, you can set yourself up for success in the digital age.
Benefits Of A Strong Brand Identity Online
Having a solid online presence is essential for any successful business these days. Consumers increasingly turn to the internet to research products and services before purchasing. If your company doesn’t have a robust online presence, you could be losing out on valuable customers. There are many benefits to having a strong online brand, including:
- Trust & Credibility
- Client Attraction
- Customer Loyalty
- Referrals
- Reputation Management
Let’s briefly touch on each one.
Build Trust & Credibility With Your Target Audience
In today’s digital world, having a strong online brand is essential if you want to build trust and credibility with your target audience.
Your online brand is what people will see when they search for you online, so it must reflect your values and beliefs. In addition, it will help you build trust by providing consistent, accurate information about you and what you do.
Additionally, a strong online brand can help you build credibility by demonstrating your expertise in your field. If you can show that you’re an authority on your topic, people will be more likely to trust and respect your opinion.
Ultimately, a strong online brand is essential for building trust and credibility with your target audience, and it’s that trust and credibility that lead to our next benefit, attracting new customers.
Attract New Customers
Second, a strong online brand can help in generating leads and attracting buyers. In a crowded marketplace, businesses need to find ways to differentiate from the competition. A strong online brand can be a valuable asset in this regard.
Deepen Relationships With Clients
Third, increased customer loyalty is another benefit of having a strong online brand. If your customer base trusts and feels positive about your brand, they’re more likely to continue doing business with you, even if cheaper alternatives are available.
Referrals
Fourth, customers who feel positive about your brand are more likely to refer you to their friends and family, which can help in generating warm leads for your business—this is especially huge if you are a new business with a new brand.
Reputation Management
Fifth, a great brand can help to protect and build your reputation online. In the event of negative reviews or customer complaints, a strong online brand can help you deflect some of the damage.
Ultimately, there are many reasons why having a strong online brand is vital for businesses these days. However, if you want to stay competitive and attract new customers, you need to make sure your brand identity is strong—differentiate or die, as we say!
How To Build A Strong Online Brand?
Many factors contribute to strong brand identity. Here are some of the most important things you should keep in mind as you work to build a strong online presence for your business:
1. Create A Professional Website
One of the first things you need to do for brand building is to create a professional website. Your website is often the first interaction potential customers will have with your business, so it’s important to make a good impression.
Make sure your website is well-designed and easy to navigate. Include clear information about your products or services, and don’t forget to include a clear call to action.
2. Invest In SEO
Investing in search engine optimization (SEO) is another important way to establish a powerful brand identity online. By optimizing your website for search engines and regularly producing high-end content, you can improve your visibility and attract more prospects to your site.
3. Use Social Media
Social media is a powerful tool that can help you build a more robust online brand. Use social media to connect with potential and current customers, and share engaging content. Be sure to respond to comments and questions promptly and professionally.
4. Monitor Your Online Reputation
It’s essential to monitor your reputation online to ensure that you’re putting your best foot forward. Conduct regular Google searches of your business, and stay active on review sites like Yelp and Google My Business. Respond to both positive and negative reviews professionally.
5. Differentiate or Die
What makes your business unique? What do you offer that your competitors don’t? Answering these questions can help you develop a unique selling proposition (USP), an integral part of building a strong online brand. Your USP should be clear, concise, and easy for potential customers to understand.
Differentiate or Die: 3 Keys to Beat Down Competition
Advanced Tip: Consistency Is The Key To Branding Online
Let’s take this one step further. Even more important than being perfect in your eyes is being consistent in the prospect’s eyes.
Consistency is the key to building a lasting brand identity. It is terrible branding practice and just plain unacceptable to offer excellent service one day and lousy service the next. You are better off being consistently mediocre; Then, at least the customer knows what to expect and is generally more satisfied.
3 Tips To Help You Tighten Your Brand Message
Here are three tips to help you lend consistency to your online brand and improve your overall digital marketing efforts:
- Make sure your branding is consistent across all channels. Your logo, color scheme, and overall look should be the same on your website, social media platforms, and any print materials you use.
- Pay attention to the words you use. The tone of your content should be aligned with your brand identity.
- Think about the user experience. Every interaction someone has with your brand should be positive and leave them wanting more.
While these tips may seem rudimentary, they are often more complex to uphold. By adhering to them, you’ll be well on your way to building a strong online brand that will help you attract new customers and grow your business.
How To Perform A Quick Audit Of Your Online Brand
How strong is your brand online? There are two metrics that I think every business should keep regarding its brand on at least a monthly basis.
5-Step Audit Of Your Company Brand Online
- Go to Google.com
- Search for your company name in quotes (e.g., “Online Marketing Muscle”)
- Record how many total search results Google says there are (HINT: Google tells you at the top-left of the page)
- Parse through the results on the first three search engine result pages (SERPs). Record how many organic search results on those pages are about your company (e.g., 10 out of 30). Do not count paid search ads. This is your company’s organic search presence.
- Repeat every 30 days and track your progress.
The more organic results that are actually you, the better! You ultimately want to shoot for thirty out of thirty—then you know you are moving in the right direction. Then just for your own sake, start going through those and make sure you know what each one of those links is.
The first one might be your actual website.
The second one could be your Facebook page.
You also want to make sure that nothing wrong is being said about you or that none of those links go to anything that makes you look bad (for example, a bad Yelp review). If you do come upon something undesirable, you will want to keep adding good stuff to the Internet about your company to show those new, positive things at the top of the search results.
Ultimately, you want many search results showing up regarding your company. It shows strength, longevity, and that people are interested in you.
5-Step Audit Of Your Personal Brand Online
- Go to Google.com
- Search for your personal name in quotes (e.g., “Dean Mercado”)
- Record how many total search results Google says there are (HINT: Google tells you at the top-left of the page)
- Parse through the results on the first three pages of results. Record how many organic search results on those pages are about you (e.g., 20 out of 30). This is your personal organic search presence.
- Repeat every 30 days and track your progress.
The same stands here as when auditing your company brand online; we want more search results about us on those first three SERPs. This is not as easy to do as it may be with your company because a lot of times, there most likely will be someone else on the planet who has the same name as you. But you do want to dominate as much as possible.
A prospect may likely Google you personally when checking you out. You want to make sure that the things showing up about you are positive things.
FAQs: Online Branding For Small Business
There are a lot of common online branding questions out there for small businesses. So let’s help answer some of those FAQs!
What Is Online Branding?
Online branding is creating and maintaining a consistent identity for your business on the Internet. This includes everything from the design of your website to the way you interact with customers on social media.
Why Is Online Branding Important For Small Businesses?
In today’s digital world, it’s more important than ever to have a deep and positive Internet presence. Potential customers will research your business online before they ever step foot in your store or office. Creating a strong online brand will help you attract more customers and build trust with those you already have.
How Do I Create An Online Brand?
There are a few key factors you’ll want to keep in mind as you work on creating your online brand.
First, think about what makes your business unique and how you want to be perceived by customers.
Then, create consistency across all online platforms, from your website to your social media accounts.
Finally, make sure you regularly interact with customers and monitor what people are saying about your brand online.
What Are Some Common Mistakes Small Businesses Make With Their Online Branding?
One of the most common mistakes is failing to create consistency across all platforms. For example, it’s important to use the same colors, logos, and overall aesthetic on your website, social media accounts, and other online properties.
Another mistake is not paying enough attention to what people say about your brand online. It’s important to monitor your online reputation and address any negative feedback in a timely and professional manner.
How Can I Improve My Online Brand?
There are a few things you can do to improve your online brand.
First, make sure you have an effective and visually appealing website.
Then, focus on creating and sharing valuable content that will help build relationships with customers and prospective customers.
Finally, pay attention to your online reputation and work to improve any negative feedback.
Final Thoughts: Online Brand
In today’s online-centric world, having a strong online brand is essential for businesses of all sizes. A well-crafted brand can help you attract new customers, differentiate your business from the competition, and build trust and credibility. In fact, online brand-building is so vital that it has become one of the most critical elements of marketing strategy.
Your online brand is the sum of all the online touchpoints your target audience has with your business. This includes your website, social media profile, paid search ads, blog posts, and customer reviews. All of these elements come together to create an impression of your business in the consumer’s mind. And that impression can make or break their decision to do business with you.
Creating a strong online brand isn’t easy. It takes time, effort, and a lot of planning. But it’s worth it. With a strong online brand, you’ll be able to attract new customers, build loyalty among your existing customers, and set yourself apart from the competition. So if you’re not investing in online brand building, now is the time to start. It’s the difference between success and failure in today’s digital world.
If you need help creating a strong online brand, contact us today. Our team of experts can help you create an online brand strategy to help you achieve your business goals.
This is so true! Great information, thanks for sharing.
This is probably the best defining of Brand that I’ve seen lately. Thank you for bringing this forth.
What great information. Thanks for sharing it.
It’s definitely true that your brand is more than just your name or logo. Sometimes I think bloggers forget that.
Definitely a good read, sharing this with a few friends!
Very true about needing a brand that is more than just a logo. It really is everything you encompass and promote. So it is something we all have to take seriously now as it shapes our future.
Thanks for sharing and totally agree on the need for branding.