Branding in digital marketing
Coca-Cola. Nike. Apple. All of these words instantly conjure up an image or logo. They draw the mind straight to the product – fizzy pop, athletic wear, the latest tech. What do they all have in common? Targeted, specific and brilliant branding.
Stand out from the crowd
Strong, confident branding is an absolute essential in the fast-paced world of digital marketing. We live in a society where news is instant, fashion is fast, and trends are changing. The ways in which you source and interact with your customers is constantly evolving to keep up with trends in social media, technology, and new apps. This is also applicable to the customer; never before have we had so much choice in what we purchase, wear and listen to. The key is to make sure that your product is the one which stands out and sticks around; it needs to be instantly recognisable in a sea of others, and differentiate who you are, what you do, and why it’s different.
Connect with the customer
At the core of branding is customers – they are the number one focus. When developing your brand for marketing, you must put the needs and wants of your customer at the forefront in order to succeed. Successful branding is achieved through integrating your core brand strategies throughout your company, at every possible point of public contact. If your brand would speak, what would it say? Why would it exist? Consumers need to relate to this – hey, I relate to what that brand is and why it exists, I should try it out! And then tell others about it! This forms the core of your marketing: getting people to understand who you are, what you do and why they should choose you. Once this is done, your brand is able to sell itself, in a similar way to those iconic names we listed at the start. Being clear and confident in the identity of your product – what you offer and why it is better than that other choice, is crucial.
Send out the correct message
A brand is more than merely an identity. It can help to create an entire experience for the customer. We all know from our everyday lives that certain brands carry specific connotations, and they work hard to curate an idea of a particular lifestyle which can be obtained from owning the brand. This causes a long-term impact on the customer and can result in a long-term relationship with customers. The other side, of course, is that damage to your brand can put people off for life, so it is crucial that you get your digital marketing right from the start with a strong, confident and core brand, allowing you to connect to consumers from day one.
Whenever consumers are presented with your brand through various marketing channels, it’s beneficial to have an image that creates a lasting impression to build trust in your potential customers. Once customers know you, like you and trust you, they’re more likely to buy from you. A great example of brand recognition in digital marketing can be seen in a search engine optimisation campaign that uses retargeting to advertise to site visitors after they have left your site. Display ads can hold your companies brand over 30, 60 or 90 days and can create a presence in a consumers life. When the consumer is ready to buy, they’ll instantly recognise your brand. I am Emily Design & Marketing offers retargeting campaigns that can step up your strategy for increasing traffic to your site. For example, if you’re looking at SEO Essex to boost traffic, customers will be brought back to your site after they have left by the power of retargeting.