In the last five years, there has been an incredible shift in the way that companies are marketing their products. With social media, smartphones with easy accessibility and search engines that are faster than ever, we are overloaded with content. In this world of cut-throat competition, the message to the companies is clear—only the strongest will survive. Businesses that are succeeding in their marketing are the ones with clear, undeniable and focused perspectives. In other words, they are a Brand.
Some leaders do not accept that the brand identity is as or more important than the work they put into their companies, dismissing creating brand identity as a superficial part of the marketing process. They do not know about the importance of business identity and the truth is their businesses aren’t paying off the way they should. This is simply because they are not thinking about their own brand identity. They are thinking about business which is a two-way street in one way only. An aspiring business can’t get past that, especially online where there are dozens of other business offering the same products or services. One must not fail to view his or her business from the angle of the consumer. Never forget, the customer is king!
A strong brand identity is the single most crucial factor in the success of an online business. Effective branding will help your business to stand out, better your reputation and project your values to attract clients.
Here are some ways in which you can increase your brand identity.
Audit your brand.
It’s no secret. Constant review and revisions are the key to the success of any brand. Monitoring your clients, their wants, your offerings, the competition, their moves will help you assess your position. It will give you an idea of where your brand should be. It will help you in setting goals and that will ultimately make your brand successful.
Auditing and monitoring your brand from time to time will make you in touch with every aspect of your business and help you not only with marketing factor, but also make your business function more efficiently.
Identify your driving values.
You can’t help yourself unless you know yourself, and this is also true when it comes to your business. You must understand the core philosophy of your business. What are you trying to achieve with it? What is the mission statement? And what are the values that drive you to your business? What is the story that you are telling the consumer? In the commerce sector, this story is referred to as the Value Proposition.
Once you have answered these questions, figure out how to incorporate those into your advertising. Remember to keep it unostentatious.
Determine crucial business goals.
This is an extension to the previous point. Having both short term and long term goals will help your business grow steadily. You will be prepared beforehand if any crisis arises. It will help you decide your next moves and will eventually help your brand grow into a healthy, well to do company.
Inspect your work.
After you have created or have some idea of your brand identity in your mind, step back and observe it. Does it match the intrinsic value your business has to the consumer? It is certain that it will change over time, however while making it consciously for the first time it is very important to analyze your brand identity and make it as precise as possible.
The one thing that would be invaluable in this regard is a digital marketing strategy. If you have an already formed digital marketing strategy that you are using for your company, you could refine your brand identity with the help of that. The business’s website, online reputation, etc will also come into play here.
This might seem obvious but it is a very important point on the online sphere. It is critical to be as original and as unique as possible. Gone are the days of rat racing. Today it’s more about individuality. Your products should reflect that originality. They should be different even weird but they should not be like the rest. It is also important that your brand reflects who you really are and what you believe in. This atmosphere will help you work more productively and it will create a brand identity different than the rest. Never forget to bring your own perspective to the table. After all, business is also an art.
Once you have created your brand identity, the next step forward is through Social Media! Despite the fact that your business is online, the only way to make it accessible to the casual surfer’s eyes is put it on social media. Don’t let your business miss out of the internet world. Make your business visible on all the social media, and as intelligently as possible. Using the five steps given above, make sure you are discreet and subtle while marketing your brand identity.
However, also remember that social media is only a single shortcut. Creating a suitable PR strategy for your business, or developing a content marketing strategy will help you more in the long run, as these will help establish your brand identity.
There are around three billion people who use the internet. Around ninety percent of companies ar aware of this fact and they use this information to their advantage by smart advertising. You can one-up them by not only advertising your product, but also advertising your brand. Merely selling products is the thing of the past. In today’s fast-moving world, you have the time of about a few seconds to create an impression on the people. To convert that impression or perception into an actual sale means that your brand has to seduce the consumer, or inspire trust in the consumer.
So these were the five simple steps to create a brand identity of your online business? What kind of brand identity are you hoping to create for yours? Do tell us in the comments below.