What Is Digital Branding for Your Business?

If you are launching a new business or looking to create branding that works better for your business, your digital brand identity is a key component to creating a memorable presence that attracts the right audience and builds brand loyalty.

But what exactly is digital branding, and how can it be an effective, pivotal tool for your business?

Though it’s a commonly used term in advertising, digital branding is often misidentified and confused with digital marketing. Though these do share some similarities, digital branding encompasses the big picture. Let’s delve into the world of digital branding so you can better understand its value to your emerging business and how it can be the cornerstone to success.

Clarifying the Term

It can initially be hard to clearly define the difference between marketing and branding, but there is a simple way: marketing focuses on sales while branding focuses on customer relationships.

Marketing often focuses on the product itself, while branding showcases a company’s values and culture. It communicates the identity of a brand and its impact. It’s an all-encompassing approach to better convey your message to an audience while simultaneously building brand loyalty.

Your online brand identity can be communicated through a variety of digital assets, such as social media, commercials, digital channels, websites, ads, and content marketing. In an age of media oversaturation, branding is integral in attracting your audience and creating a memorable experience. How is your business unique compared to your competitors? How can you capture the attention of your audience and develop a connection they care about? A good brand identity helps you stand out from the digital noise.

Different Components of Branding

Branding is an opportunity to tell your story, who you are, and what you care about. It’s how you build a memorable experience for your customers: by designing a unique identity. It’s who you are and how an audience perceives you. What can they expect from your brand and why should they stick around?

Asking yourself the right questions will help clarify your brand and its identity. Why is your brand unique? What are your values and what does the company stand for? What is your mission statement? What company culture do you promote? Who is your customer and how can your product or service help meet their needs? Understanding your purpose, who your customer is, and how you may share the same values creates a connection with your audience and keeps them coming back.

How Does Digital Branding Work?

Digital branding combines identity and visibility. Your identity tells your story and what you hope to convey to your audience. Your visibility is the point at which your target audience is exposed to and engages with your content.

Content marketing and social media are outlets to tell your story, while digital ads and SEO (search engine optimization) increase visibility. Digital branding is how your business is presented online to an audience using digital assets, such as websites, apps, social media, videos, and digital ads.

A successful brand establishes an online identity by engaging its audience. Making a connection through digital platforms fosters relationships and loyalty. Engaging customers through social media creates a more personal connection. Creating a website with clear information that’s easy to navigate helps the customer quickly find what they are looking for, without frustration. These are some of the touchstones for connection and customer satisfaction.

Utilizing Digital Assets

Digital assets help increase visibility and get your message out to your target audience. It’s a way to increase visibility while sharing your story and values. Some of these effective methods include:

• Logo Designs—create an image that matches your brand personality and is memorable
• Effective websites—simple and easy to navigate
• Brand messaging and consistency—across all platforms
• SEO—make sure your brand is easily found in all search engines and is at the top of the list
• Social media—create an engaging media presence and connect with customers
• Online advertising—through digital ads and videos
• Engaging content marketing—through photos, videos, and blogs

Creating a Brand Strategy

When creating a brand strategy, it may be in your best interests to partner with a marketing group or agency. A good marketing group will know how to help your business clarify its mission and understand its audience. The team you work with will also have knowledge in the field of digital marketing, know which sites generate the most traffic and engagement, and know what type of content will stand out and connect with your target audience. It’s important to have a team on your side that understands the market and has the skill to create a personalized marketing campaign.

A good strategy understands your target audience and uses that information to appeal to individual buying and spending habits. It will also optimize your message through various outlets and strategies, including digital advertising, media buying, graphic design, websites, commercials, advertisements, media placement, and logo design. An agency will also have a network of connections and associations to help create strategic alliances.

It’s also important to keep brand equity in focus. Brand equity is the social value of the brand. It’s the customer’s perception of a brand name, rather than the product or service, that drives commercial value. Brand recognition generates revenue and brand equity creates loyalty.

Working With InnoVision

When looking to create a brand identity that is valuable and memorable, choose InnoVision. We conceptualize, develop, create, and produce a brand identity that works for you. We base the advertising content that we create for you around what will help you get your message out and leave a lasting impact on your audience. Contact us today and receive real media solutions that enhance your brand and make it memorable.

Digital branding is tantamount to your company’s success. Take the time to understand both your business and customers and what you both stand for. Focusing on these values will help establish a meaningful brand that you and your customers value.