Branding in the digital age
It’s no secret that we’re living in a fast-paced digital age, which is developing on a daily basis. Thanks to the internet, consumers can access information at the press of a button, while shopping without having to even move from their sofa.
Furthermore, the global pandemic has forced businesses to pick up the pace when it comes to integrating digital branding into their communications strategy, with organisations across the world having to adapt their techniques to suit their virtual audience. The internet isn’t going anywhere fast, so ask yourself, if the world really is online, are you?
What is digital branding?
Digital branding is the creation of your online identity, through the likes of your website, social media platforms, apps and multimedia. While digital marketing is all about generating sales, digital branding involves creating your online presence and building brand recognition.
Ultimately, digital branding is what ties together all of your online platforms, while strengthening the relationship between your business and your virtual audience. If you’re looking at building your digital brand, there are a few simple boxes that you can tick to make sure you’re on the right track.
Logo
It sounds simple, but does your business have a logo? Furthermore, do you have just the one logo? It’s unbelievable how many businesses or organisations have multiple versions of their logo, which not only looks unprofessional but also prevents your customer familiarising themselves with your brand.
Your logo should reflect the personality and feel of the business, after all it’s likely to be one of the few components that will appear across the majority, if not all, of your marketing collateral and platforms.
When designing your logo consider colour theme, use of images and whether you want it to have a modern, or traditional feel. There’s always the temptation to get carried away when designing your logo but try to avoid making it too detailed, as it needs to be recognisable across all devices, from mobile phones to desktop screens. It should also work across all of your marketing platforms, both online and in print.
Colour palette and font
Using a consistent colour theme can be the glue that really sticks all of your marketing collateral together. Like a logo, choose a colour palette that really showcases your personality and mirrors who you want to be. Use colours that complement one another and look aesthetically pleasing. Once chosen, ensure this colour themes runs across all of your digital platforms, as well as print materials.
When it comes to font, a common mistake that businesses can make is by using multiple styles. Choose a family of fonts that you use across all marketing materials and stick to them. Try to avoid introducing a random font to your marketing in an attempt to add creative depth, however tempting it is. Multiple fonts look messy, simple.
Brand messaging and language
Your brand needs to speak the language of your business. Consider what you do, what you stand for and why people should shop with you. Use the tone of voice and language across all of your marketing platforms to shape who you are.
When you live and breathe a business, it can sometimes be difficult to really ensure you’re getting the language right. You might want to consider investing in external support with this area, after all, the words used across your marketing materials need to tell the story of your business and they need to do it well. Copywriters like Ed Prichard, who specialises in brand strategy and tone of voice can help shape your message.
Keep up to date with the latest online communications trends, as these will really help your business connect with a digital audience. Why not try adding that extra depth to your social media channels by incorporating emojis, GIFs and memes when appropriate?
Of course, a slogan is one of the best places to start when it comes to brand messaging. Not all companies need one but if you can create strong and catchy slogan, it’s definitely worth having. They immediately add an extra depth to your brand and if your slogan works well, they can ensure your business is memorable.
Create strong digital platforms
Your website is your online shopfront, so it is essential that you get it right. Like with your logo, your website should mirror the feel of your business. Having an easy-to-use website, with consistent colour theme, language and use of your logo, will automatically engage customers and encourage them to shop with you. The last thing visitors want is to be scrolling through chaotic, disconnected pages, searching tirelessly for information.
With your website being your main storefront, see your social media channels as extra branches, each of which shape your story in a different way. Each social media channel serves a different purpose, so research your customers and decide which platforms you should be using to suit them. Once decided, explore appropriate marketing techniques and tailor the content to suit each platform.
