In Today’s Digital World, Branding is More Important Than Ever

branding in today's digital world

Today’s world is a digital world. Everything is online. Customers look online for the products they need, they go online to get more information about almost anything, and they go online to talk to friends. Whenever a customer goes online, a business has the chance to connect with them. How strong this connection is and whether it leads to a sale will depend on the business’s branding.

Customers recognize brands they are familiar with and tend to purchase more from those brands than from companies they might not have heard about yet. They tend to trust brands that are familiar to them and that they have a connection with over a new business. If it comes down to two businesses, one they recognize and one they don’t, the customer is going to go with the one they recognize and have a connection with, even if the price might be a little higher. Branding creates recognition and the connection with customers, helping businesses grow.

What Is Branding?

Logos, the look and feel of the website, how the storefront looks, and everything else about a business come together in the branding, but it’s more than this too. It’s everything a customer sees and experiences when they interact with a business. It includes how the staff greets customers, what customers see on social media websites and the story behind the business. Basically, it’s how the customer perceives the business.

Branding is created by putting across a consistent message. It’s the background story for the business, but it’s shown in everything from the website to logos to social media profiles. The branding needs to be the same, whether the customer learns about the business through the website after doing a search or they spot a link a friend of theirs has shared. With proper branding for a business, it’s possible to bring in more customers as well as create repeat customers. Branding can also offer plenty of other benefits beyond that.

Defining Your Branding

Before a business can start creating a consistent message across all platforms, they need to define their branding. They need to consider the business mission, the benefits of their products or services, what customers already think about them, and what they would like the customer to think about the business. All of this helps define the specific branding for the business, along with what colors to use on the website or in the logos, how to do the layout for the website, what social media websites to use, and more.

Defining the branding for a business is not easy and will take some time to do. This is often where businesses look for help. A marketing agency can help create branding for the business, allowing for consistency across all platforms. They can help define the branding for the business then create a branding plan that is followed for everything the business does, whether that’s answering questions for customers or creating the packaging for a new product.

Combining Branding and Marketing

Branding might sound a lot like the basic techniques to begin marketing a company, like creating a logo to use everywhere, and that’s because they tend to go hand-in-hand. Marketing is possible without a well-defined brand, but it won’t be as effective. Creating the branding for a company ensures that the message sent to customers is consistent no matter what marketing techniques are used and makes it easier to handle some techniques because the design for logos, websites, and more is already done. It encourages a consistent message through all marketing techniques, which can lead to growth and a ton of other benefits for the business. Instead of working on one or the other, work on both at the same time to start taking advantage of everything branding and marketing offer.

Branding Creates Consistency Across Platforms

Once the branding for a business is defined, it creates consistency. Visuals on websites, on the packaging, on social media sites, and anywhere else will be the same. Even if two different products are being marketed to customers, the way the packaging is done, the colors used in the products or their packaging, the way the order form on the website looks, and more are all going to be visually the same and put out the same message to customers. With the branding, it’s possible to make sure everything, from websites to social media to ads and more are all the same and all designed to attract targeted consumers who may be interested in the products or services the business has to offer.

Stand Out from the Competition

In the current digital world, it’s far too easy to slip under the radar when customers are looking for a product or service. Businesses can compete no matter if they’re across the world from each other, so finding a way to stand out is vital. Branding helps with this. Branding makes it clear that the product is from the business, not from a competitor, and helps get the customers attention as they learn more about the business and why they should stick with that business instead of trying a different once.

Improves Customer Recognition

Most customers automatically think of certain brands when they see that business’s trademarks. Just that one symbol or logo lets them recognize the company and gets them thinking about purchasing something from the company. This is how branding works. It makes everything consistent, such as the logo, so it makes an impression on the customer, and they start to recognize it whenever they see it. While customers aren’t going to start recognizing the business after the first time they see the logo or other aspects of the branding, they will start to recognize it as they see the same visuals again and again.

Create Trust in the Business

Which business is a customer going to trust, one they recognize or one they’ve never heard of before? When customers start to get more familiar with the business’s branding, and they start to recognize it when they see it, they start to trust the business more. They know what to expect from the business, they know they’ve enjoyed the products or services from the business in the past, and they know they’ll have a good experience if they purchase something from the business in the future. Customers who trust a business are more likely to stick with that business when they need something later on.

Build a Connection with Customers

Along with building trust, branding can help build a connection with customers. Branding includes not only the visuals for the business but their message as well. This is what customers tend to connect with. When they understand the business mission or history, they end up with an emotional connection to the business. This is an incredibly strong connection, and it helps encourage customers to purchase more from the company because they start to care about it more. It turns customers into loyal and repeat customers, which can help the company bring in more profits without doing more work. Marketing techniques are more effective, and customers are more likely to return repeatedly when they’re emotionally connected to the business.

The Key to Remember

A business creates a product they sell online, and they end up making a lot of money off the sales from that product. They create a new product, with all new packaging, and upload videos on social media of the product in the packaging to get customers interested. Despite a fantastic marketing plan, many customers aren’t going to recognize the business immediately because of the new packaging. They won’t realize it’s from a business they already trust because the consistency is not there.

Consistency is crucial in the digital world. There are tons of competition, so it’s hard for consumers to keep track of everything. When the visuals for a business are consistent across all platforms, customers start to recognize the brand and start to trust it more. When they see a new product released with the same branding they’re familiar with, they’re more likely to purchase it. Consistency creates recognition, trust, and loyalty with customers, helping businesses grow faster and create a solid customer base.

Your current marketing plan might be doing well, but if you’d like to it go further, think about working on the branding for your business. If you haven’t started working on a marketing plan, begin by thinking about the branding for your business so you can create a consistent impression across all platforms. In today’s world, anything that can help a business stand out is crucial.

Let us help you with the branding for your business, whether you’re already working with us on your marketing or you’re a new client. We understand how to create a brand for your business that’s going to be more effective and lead to more profits for you. Contact us today to learn more about how we can help with the branding for your business or learn more about why it’s important to think of the branding while marketing your business online.

Why Digital Marketing is Crucial for Small Business Today

why digital marketing is important

Why Digital Marketing is Crucial for Small Business Today

Any businesses, including small brick-and-mortar businesses, should be taking advantage of digital marketing right now. Marketing online provides tons of opportunities for small businesses, even those that have a small budget. Digital marketing can be done on just about any budget and scaled as the business grows to continue fitting their needs. The following are some of the things small businesses can do if they start marketing their business online.

Reach Customers Where They Are

Consumers are online. Right now, 85% of adults in Canada are online and check social media accounts at least once a week. More than 80% of adults in Canada have a Facebook account, and 69% read a social media platform daily. As of November 2018, 86% of Canadians surveyed own a smartphone and regularly use it to go online.

Consumers are online, and they’re online often. They’re on social media websites, using search engines to find the information they need, and playing games or watching videos. Small business owners who want to reach more potential customers need to be online because that’s where their customers are. No matter who the business is designed to cater to, the customers are online and may be waiting to discover the company so they can see what’s offered near them.

Make it Easy for Customers to Find the Business

When consumers are looking for something, they most likely start with a search on Google. Most of these searches are for products or services “near me” so they’re looking for local businesses that have what they need. If a small business doesn’t have an online presence, these consumers won’t find that business and will likely end up going to a competitor instead.

Just diving into the basics of digital marketing allows small business owners to reach these consumers and let them know about the business. A Google My Business listing has the necessary information about the small business, and just creating the page makes it possible for the company to be found online. Consumers can spot the listing and get the business’s phone number, store hours, address, and more.

Have the Online Presence that Customers Expect

Once a consumer does learn about a business, they’ll likely look online to get more information. They may pass the storefront on the way to work and decide to look up the hours to see when it’s convenient to stop in the store. If the small business doesn’t have a web presence, they’re not going to find the information they need and will likely end up not visiting the business in person.

Consumers today expect businesses to have at least a minimal online presence. They expect to see a Google My Business listing, complete with photos, store hours, a phone number and address, and more. They also expect to be able to find a website for any business, no matter how small, so they can make sure the business offers what they need and get more information about the business before stopping by. A lack of a website is often taken by consumers to mean the small business isn’t legitimate and not worth visiting.

Become Trusted by Today’s Consumers

Just having an online presence and a website makes a business appear more trustworthy. Digital marketing also allows small business owners to engage with consumers online, making it easy for them to reach out to potential customers and see what needs to be done to make a sale. Any type of small business can take advantage of this opportunity.

Some digital marketing techniques make it easier to reach out and connect individually with consumers. If a potential customer has a question about the business, a prompt and complete answer often makes it more likely the consumer will become a customer. They appreciate the attention and are more willing to trust a business when they can get fast, honest answers to their questions.

Easily Look into the Analytics and Adapt Strategy

Analytics makes a huge difference in marketing and reaching target consumers. With traditional marketing methods, it’s difficult to determine exactly how effective the method was and what can be adjusted to make it more effective in the future. With digital marketing, however, this is much easier.

Digital marketing allows for more tracking of marketing campaigns so small business owners can inspect every detail and adjust as needed. It’s easy to see who visited the website, what they spent more time doing, and what is going to make it more likely the visitor will stop by the local store to make a purchase. Once the analytics are examined, it’s very easy to adjust a digital marketing technique to make it far more effective.

Take Advantage of a Higher ROI

Another huge benefit of digital marketing over other types of marketing is the return on the investment. Digital marketing offers a higher ROI than any other type of marketing. Digital marketing is easily scalable, so small business owners can get started even if they’re working on a budget. They’ll still see a huge return for the time and money spent marketing online and can then adjust their budget as needed to continue bringing in more customers.

Digital marketing is highly effective and allows small business owners to find and reach out to more consumers than other types of marketing. With the return on the investment being higher than other traditional forms of marketing, it just makes sense to start marketing a small business online, even if it’s a small brick-and-mortar store that’s just getting started.

What’s stopping you from marketing your small business online? Though you may have questions about digital marketing, especially if you have a smaller marketing budget right now, the possibilities are endless, and marketing online will make it much easier for you to reach potential customers. Start looking into smaller ways to jump into digital marketing, such as by creating a Google My Business listing or creating social media profiles, and start to see the impact it could have on your business. The results may be amazing.