In today’s market, having a strong physical presence isn’t enough for a business to succeed. Consumers today look to the Internet for information on how to purchase, what to purchase, and when to purchase. In order to keep up with consumers and the competition, a business must put just as much effort into the digital world as they do the physical. By establishing a brand in both dimensions, consumers can connect with you seamlessly whether they are walking down the street, shopping on a laptop, or searching on a mobile device.
If you haven’t made the leap over into the digital world, it can seem daunting and overwhelming. However, it doesn’t have to be! By pinpointing key characteristics of your brand, you can easily make the transition.
Carry Over Style
When creating a brand online, you want the user to have the same experience as they would in person. Whether it’s on your website, social media, or email marketing campaign, having consistent branding is essential. Continue using the same logo and colors as you do in the physical world. This will help increase consumer recognition and maintain a cohesive brand across all channels. In addition to your logo and colors, maintaining key elements like font will also help establish a consistent feel for your business.
Carry Over Personality
As a business, it’s important to have a personality! From the customer’s conversation with your store clerk to the tone on your website, everything should be consistent and relevant to your message. By establishing an overall tone and voice for your business, you can ensure that every user’s experience is the same. This tone and voice should be expressed through all content on the Internet— from the website text all the way through your social media posts.
Carry Over the Mission
To be successful business, it’s important to have one common goal. Whether your mission is to have exceptional customer service or be the best in your industry, the goal needs to be expressed through everything you do. Having a consistent mission gives the user something to connect to and makes your business more relatable.
Carry Over the Experience
To become a stand-out digital brand, an online consumer needs to feel like they are part of the experience. By sharing events, fun facts, new products, and more online, you create the same experience online as you would in-person. Throughout your day-to-day, take photos of what’s happening with the business and share it on your website and social platforms. If only 1/10 of your consumers can see it in the physical world, 9/10 will be able to join in the digital world. Sharing this content across the Internet creates a larger community surrounding your business!
The digital world is just another marketplace, like the physical world, and is becoming more and more essential to be apart of. By creating a consistent message, communicating the same personality, and carrying over the experience, you can make the same impression and dominate both marketplaces.
About the Author
Leah Garrett is a Brand Specialist at OMNI Online Solutions. She works with business owners to develop a comprehensive marketing strategy by communicating with clients to gain a complete understanding of their unique brand.