Contrary to what some direct response marketers might think, investing in your brand online is not just about spending money on the brand. Instead, it's about building an entity that will resonate with your customers and keep them coming back again and again-even when there's no deal or promotion to entice them. Not only will building your brand online go a long way to boost awareness and build your reputation, but the more people are invested in your brand, the greater the chances are that they will actively seek it out and remain loyal. Given that, direct response marketers need to recognize that online branding should be a priority as it can help you achieve your goals by driving incremental revenue for your business. In short, if you want to grow your business online, you first need to grow your brand.
Inbound/Digital marketing has emerged as a specialism over the last decade with its origins rooted in direct marketing. The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly and interactively with their target consumers or customers. Given this, it's no surprise that branding concepts should be applied to digital media and technology to develop brands through interactions with consumers on their digital devices.
Digital channels and assets are used to communicate a brand's positioning (or purpose) as part of multichannel brand communication or engagement programmes
Clarity and consistency - two of the absolute most powerful elements in building a brand that's remembered, respected and referred. Regardless of your industry or business, if you're looking to brand your website, blog and social media accounts, then you better keep these two factors in mind, especially when it comes to visual branding.
When you're clear about what you stand for, who you serve, what you do best, why you're a great choice, how you're different and what results and benefits others will experience by interacting and engaging with you, marketing and sales becomes almost effortless. Better yet, referrals could dramatically increase because your audience understands who you are.
When your brand shows up consistently across every marketing channel in the same way - with the same colors, typefaces, imagery style, and message - you build enormous brand equity, which leads to increased trust, credibility and reliability
When messages change regularly and visual images are inconsistent, brands struggle to find traction in the marketplace. That inconsistency makes it difficult for people to remember or recognize the brand, and in turn hampers business growth. Consistent visual imagery is key to brand clarity.
Visual branding benefits
Visual design strategy is a critical part of building a strong brand. By taking time to brand your website and images and create a consistent look and feel for how your brand shows up in the world, you're increasing the potential impact and influence your posts will have on your audience and potential clients. Just a few of the benefits that branded images deliver include:
- People will be able to quickly recognize your brand.
- Your content is more likely to be remembered.
- When people recognize and remember your brand, they are more likely to also refer business your way.
- You'll promote stronger connections with your audience who relate to your images, resonate with your message, and align with your personality.
- Extra polish and professionalism leads to an increase in credibility and trust.
Branding social media and blog images
From your website and blog, to social media and print marketing materials, to in-person meetings and networking, every experience and interaction a person has with your business shapes their perception of your brand.
Today, the first interaction someone has with your brand is often through a social media post including an image that caught their attention.
That means your social media and blog images need to not only be professional and well-designed, but they also need to represent your brand personality, values and message. Branded images can help expand your reach, grow your website traffic, attract new prospects and clients, and increase referrals. But you first need to make sure the execution of your branded images is consistent.