Brand building in a digital age

The growth of digital has meant almost every brand has some kind of online presence, whether that be a website, social media or an online chat service, there is a strong argument that you simply cannot build a successful brand without some kind of digital existence.

With so many brands now online, it can be hard to be heard above the noise. It’s no longer just about driving sales, consumers are looking online to learn about a brand’s ethics, values and personality before committing their custom. Brands must ensure they are building their brand online, which if done well, can result in a loyal following and stronger results.

Humanising your brand

Many brands use their online platforms to really showcase their personality. With popular brands such as Aldi, Innocent Drinks and Specsavers using their online presence to produce content with a witty tone, which often leads to posts going viral. Who can forget Colin the Caterpillar vs Cuthbert?!

Having a tone of voice that your target audience can relate to often adds more of a human element to your brand. With the rise of social media, consumers are now expecting, and are fastly becoming accustomed to, a level of personalisation from brands.

Humanising your brand can be done in a number of ways. For example, admitting when you have made a mistake instead of simply just ignoring it. Included the wrong link in an eShot? Sending out a quick ‘oops we got it wrong’ email reminds not only the customer that you are human, but you understand that they are, too. Mistakes happen to the best of us, and by capitalising on a boo-boo moment in the right way, it can make customers find a brand more relatable.

Influencers

Influencer marketing really has changed who customers choose to spend their money with, and who to trust. Research has found that the global influencer marketing value has more than doubled since 2019.

Influencer marketing helps build your brand and, to put it simply, it adds a face to your brand that people know and can relate to. Having an influencer, such as a well known YouTuber or blogger endorse a product or your brand can also make you more desirable as one in four Brits will buy a product that has been recommended by an influencer.

People buy people, it’s a fact. Influencer marketing is seen as a softer way of advertising than traditional advertisements and commercials. With more and more people on social media, it is also one of the most effective ways to reach your target market.

Influencer marketing is not just effective for huge consumer brands, with large scale budgets that solely target influencers with a massive following. It can also work for more streamlined budgets, smaller organisations and targeting what the industry call - micro-influencers. For example, there are a number of tradespeople with a large following who often recommend products to their followers which results in mass brand building and awareness. Often, influencers with a smaller following can make more of an impact as they have a closer relationship with those that engage and have a more genuine reputation for endorsing products and offering advice.

Understanding social media platforms

There are a plethora of social media platforms to choose from, and it is imperative that you understand the different audiences of each platform and what they are expecting from your brand.

LinkedIn, Twitter, Instagram, Facebook and TikTok are all fantastic platforms that can help build your brand. However, content must be tailored to appeal to relevant audiences across each of these channels. For example, Instagram and TikTok can be great for visual content, behind-the-scenes exclusives and ‘get to know’ the team posts. LinkedIn is more suitable for corporate messaging, such as case studies. Furthermore, Twitter is a great way to directly engage with your audience, responding to customer enquiries, as well as showcasing your brand's tone of voice.

Cutting through the noise

With the evolution of technology, building a strong brand has become more important than ever when trying to cut through the noise and reach your target audience. By implementing modern branding strategies, you will be able to drive engagement of existing customers and attract new ones. Building a strong online brand can play a significant role in escalating visibility, reputation and a loyal customer base over time.

Want to know more about building a digital presence for your business? Or exploring what channels might work to elevate your brand? Then why not head over and follow us on our social channels or reach out to us to find out more.

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