Good news. If you’re reading this blog, you’ve already completed step one. Which, of course, is wanting your business to be more than just a business. You want growth and expansion, and branding your business is a fantastic way to make it happen.
Why Focus on Branding At All?
Frankly, you can get away with having a beautifully search-engine-optimized website with a lead generation form that drives new traffic or purchases to your business every day. You’re generating new revenue. Awesome! But will those leads come back for more? Will they promote your business? Probably not.
If your online presence is not uniquely branded (in other words, if the imagery, language, etc. is inconsistent), it’s not that you’ll leave a bad taste in the mouths of visitors; you’ll leave no taste at all. You’ll be forgotten in a click. Without branding you lose out on a strong foundation of loyal customers and followers, and instead, if you’re lucky, get a robotically consistent stream of leads. Without your lead generation form in your Internet marketing strategy, you’d flop.
The biggest businesses in the business are big because of their brand. You can rival them too. Why not start now?
Turn Business to Brand with Internet Marketing in Seven Steps
Begin the branding process with these seven steps. Remember, consistency is key (psst… this is one of the benefits of having an agency manage all facets of your online brand). This process can be fun and have immense benefits for your business.
1. Discover Your Why
In anything you do (especially marketing), I’ll always promote starting with why. Rally your founding partners or the employees who know your business and your customer-base best. Why are you here serving them? What value do you bring to their lives? For example, OMNI is here to help business owners like you do more of what you love. Every employee knows that and it’s communicated in the office as well as wherever you’ll find us online.
2. Define Your Promise
What is your promise to customers? This should be clear throughout your entire brand. It’s a major differentiator when it comes to loyalty because customers – right off the bat – know what to expect from you today, tomorrow and every day.
3. Choose Your Colors
Having a defined color palette is absolutely essential to building a brand. And once decided, it can aid you in quickly creating effective graphics and design elements on and off your website.
4. Find Your Voice
Consider your business’s identity. In fact, think of it like a person. What adjectives would you use to describe him/her? Is he/she silly? Charismatic? Serious? Chummy? Wise? What relationship do you want your business to have with its customers or clients? Is it an empathetic parent-child relationship? A buddy to buddy relationship? Weave this brand identity throughout the language you use in your online presence.
5. Pick Your Typeface(s)
Font can do wonders to communicate the identity of your brand. Work with an experienced web designer to find a selection of web safe fonts (these will show up appropriately on all web browsers) to deliver your message.
6. Plan Your Imagery
Choose a consistent style of images that match your brand identity. If your brand identity is chummy and jovial, illustrations may be best (for example, see The Shelf). Perhaps your e-commerce business’s brand identity is considered hipster and cool. If that’s the case, you may want to fade or filter your images to give a distinct feel.
7. Design Your Logo
Your logo is a single visual element that should resemble the vibe you want to give from your business. I put this last in the list because this symbol can be way easier to produce having defined other elements of your online brand, like colors, typeface, and imagery.
Communicate Your Brand through Internet Marketing
Now it’s time to broadcast your brand to the world. Make people feel something. Speak to them, not at them. Brands can evolve over time, but try to stick to the language and elements you’ve chosen for your brand through this process. You may wish to publish an in-house brand bible or at least, a small record of the brand you’ve created so that every individual working on your brand is on the same page.