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It will take 5 to 7 touchpoints for someone to recall your brand and logo.
That’s why building an online brand is an essential strategy to make your business stand out from competitors.
By following the guidelines below, we’ll help you save time by quickly setting yourself up for success.
Let’s start by reviewing what an online brand is, at a basic level.
Your brand is how your stakeholders — clients, vendors, employees, and the general market — perceive your company’s personal expression. In short, brands are simply perceptions.
Because brands aren’t something that stakeholders can touch and feel, building your brand is critical to influencing those perceptions.
In the next section, we’re going to take a look at the key elements that encompass how you communicate your brand online.
Using a brand compass, like the one above, helps you define the areas that guide your purpose and help you craft your brand identity.
You’ll drive home the elements of your online brand to prospects and stakeholders.
Your purpose is what connects people to your brand which informs your messaging, marketing, advertising, and PR efforts.
Let’s take a look at how these different elements connect and are implemented!
Creating an effective online brand begins with your internal company culture. It’s the essence of your business.
A company’s culture is established by its founders. Maintaining that culture is done by:
When your employees understand the internal culture, they can communicate to customers through brand ambassadorship more effectively.
If your internal culture is clear, it will inform how you:
A rock-solid culture is critical to the success of your marketing efforts.
The personality of your brand is a term that encompasses everything from your values, mission, and vision while drawing upon buyer psychology.
You can think of your brand’s personality as a living person — is it ‘someone’ your audience would want to be friends with?
You can use your brand personality to:
People won’t mind walking around like unpaid advertisements wearing logos or promoting products because they want to align with the brand personality you cultivated.
It’s the visual perception that reveals who you are and what your company stands for.
Establishing the right brand identity characterizes your brand personality, purpose, and guarantees to your customers.
Some ways to establish your brand identity are:
A unique brand identity allows your customers to quickly recognize and identify with your product and service offerings at a high level.
In short, it’s the way you establish the essence of your brand to your target audience, through visual means.
Your brand’s messaging is how you communicate with your audience by creating a “voice.”
Brand messaging is what your stakeholders expect when interacting with your company from every aspect, including:
Brand messaging includes every word that you put out there as a business.
Your messaging must remain consistent so that you don’t:
Your voice aligns with your brand personality and makes you identifiable to your customers.
Websites are the control center for your online brand and where you generate revenue.
Create your website with care — it’s the “hub” for your online business and what your brand stands for.
You can use your website to build your brand in the following ways:
You have about 15 seconds to make an impression on your target audience with your content.
Your homepage is the most important area of your website since that’s where potential customers usually land first — make those 15 seconds count!
You can encourage engagement with your potential customers by:
Your brand name should resonate with your target audience. You can leave a lasting impression by selecting a name that:
For example, let’s consider the name Under Armor again.
Not only does it describe what they offer, but it also evokes a certain feeling. It’s a feeling of durability, performance, and toughness.
Your slogan needs the same attention applied to it. Use this to guide your creation process:
Having your business and brand values front and center like this are crucial, as 64% of consumers state that sharing those values is the reason for their loyalty.
These tactics make your brand more memorable and create a deeper bond with potential customers.
A company’s trade dress refers to the visual symbols that define the brand.
It specifically refers to logos, brand colors, and design elements that appear on your product.
It also establishes any legal grounds and rights to intellectual property.
Your trade dress needs to match the identity you have created for your business and must align with the values of your brand.
You can register your brand’s identifying trade dress elements with the U.S. Patents and Trademark Office (USPTO) for added protection.
In the next section of our article, we’ll discuss why building a stand-out brand is so important.
The most significant reason that an online brand is valuable is that it increases your marketing effectiveness.
Assuming that you have something that people want to buy, it’s single-handedly the most important aspect of your marketing plan.
Let’s examine the 3 biggest reasons to build a reliable online brand.
When your target audience recognizes that your values and mission align with who they are, you’ll attract more of them, more effectively.
A whopping 77% of customers say that they purchase from brands because of their shared values.
Align with your target market through better online branding to attract the people you want.
A brand message packed with values pushes past communication and turns customers into brand ambassadors.
It’s genuinely the ideal marketing situation to find yourself in.
Branding is the secret sauce that helps you rise above the noise that your competitors are creating online.
More effective marketing means:
Consistency is key here — and has been attributed with a 33% increase in business revenue if properly implemented.
Your brand will draw people in and make them want to spend more money on your products and services.
In short, they’ll want to align themselves with you!
Whether you plan on going public, need capital funding, or simply want to cash out, the valuation of your business matters.
Not only does branding increase your liquidity by generating more revenue, but it also creates value within the intellectual property itself.
Brand and name recognition are considered the most important factor for 82% of investors who are looking to buy into other businesses.
Building a valuable brand increases your company’s value over the long term.
It can also create incredible returns if you decide to take your business in another direction or seek new investors.
Next, we’ll share some exciting strategies that you can start deploying today to boost and refine your brand.
Brand building can be an addictive process, so make sure you’re considering your strategies thoroughly.
You can outsource a third-party perspective to help you, and it’s okay if you do.
Your online business is your pride and joy, so you’re naturally going to be protective of your ideas.
You may have gotten a few things wrong but that doesn’t mean you’re a marketing failure — you’re actually one step closer to figuring out what resonates with your audience.
Here are 8 strategies that you can start planning and enacting immediately to build or boost your brand:
Spying on competitors is critical to your brand’s success for a few reasons:
You can accomplish competitor research by compiling a spreadsheet that addresses the 7 brand elements and note how they position themselves in those areas.
After that, find a way to differentiate yourself from them to stand out and rise above the pack.
SurveyMonkey is a tool to help with audience research
Before you can align your brand with your target audience, you need to get to know who they are.
Here are some ways you can conduct audience research to help you understand their demographic and psychographic needs:
Understanding your audience is vital to crafting a more compelling personality and message.
You can elevate your research efforts and data by:
Consistency is king when it comes to establishing an online brand, and it’s a fine line to walk.
Aside from uniformity, make sure that you’re creating a consistent message for all of your marketing channels.
Accomplish this in the following ways:
Repeat. Repeat. Repeat.
Say it like a mantra, because that’s precisely what business owners should strive for when planning their marketing efforts.
An example of an effective testimonial from systeme.io
A lot of managers and business owners will spend time and money on building an incredible brand, introduce it to the world, and then get no views or leads.
Remember, branding is just one aspect of marketing.
It’s the foundation of your efforts, but there are other actions you must take to get your message out there.
Building an online reputation takes time and careful cultivation to get people to notice.
Make sure you have a healthy mix of the following:
Remember, leads are more likely to become customers if they trust your brand — 81% say brand trust is essential to their spending.
Do not fear the process of conducting a focus group — they’re a great way to receive unbiased feedback about your brand.
You can hold them in-house or hire a third-party researcher to do it for you.
We caution you when handling a focus group internally.
When participants realize they’re providing feedback to a company’s representatives, they might be more polite and gracious versus working with an external party.
If you go the external provider route, be sure that you perform your due diligence and conduct research.
Running a focus group will give you:
Applying this data to your online business and branding will only elevate your results and improve your brand’s message alignment with target audiences.
Creating your brand voice is the most effective way to set the mood with your target audience.
Are you trying to position yourself as friendly? Or are you trying to establish a culture of exclusivity?
Your brand voice is what sets you apart from your competitors while educating customers on who you are.
Based on your market and competitor research, you can establish a brand voice to differentiate who you are.
Here are some things to consider when choosing your brand’s voice:
Don’t let this lead to overworked content, though — authenticity and transparency are preferred by 94% of consumers.
You need to be able to describe what your company does in a way that perfectly sums it up.
If you’re ever in the room with the opportunity to sell your business to someone in 60 seconds, you need to have your pitch ready.
An elevator pitch is:
A branded elevator pitch is one of the most human ways in which stakeholders interact with your brand because it’s your business at its most raw, and your promise to deliver.
Don’t fear this process — approach it with inspiration and enthusiasm.
systeme.io’s powerful automation capabilities
Online technology systems can save you time and run your business while you’re busy living life.
But how does it apply to online branding?
The marketing automation and AI tools you use can support your brand — just like systeme.io!
Customization, ease of use, and a comprehensive suite of tools under our one roof ensure that your employees, customers, and other stakeholders experience your brand as you intend it to be.
Some important automation features offered by systeme.io that help support your brand are:
There isn’t anything worse for your mission than when you’re stuck with a system that simply does not work.
Let us save you the time and effort of hunting down options — take systeme.io for a test drive and sign up for free!
No matter what products you sell or what services you offer, business is all about people.
In the world of the consumer, 81% of people base their purchases on trust — and you build that trust with your branding.
Building a brand that helps you rise above the online noise is an essential task, and systeme.io is the perfect partner to support you.
Check out our competitive pricing plans, and see how systeme.io can support your business, and your brand, today!
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