Branding in a Digital-First World

Your brand gives you the edge you need in a competitive market

The basis of your brand is your company logo. Your website, packaging, and promotional materials should all include your logo and communicate your brand. But your brand goes beyond just a recognizable logo.

Your brand strategy is the who, what, when, and where you plan on communicating and delivering your brand messages. Where you advertise is part of your brand strategy, all directly connected to your digital marketing strategy. What you communicate both visually and verbally is also part of your overall brand strategy.

Consistent branding adds value to your products or services, allowing you to charge more for your brand compared to competitors who have a much weaker brand.

What Makes a Brand?

  • Get a recognizable logo. Put it everywhere.
  • Write your brand messaging. What are the key messages you want to communicate about your brand?
  • Integrate your brand. Branding extends to every aspect of your business; how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything your customer comes in contact with in some way.
  • Develop a tagline. Write a memorable, meaningful, and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. It doesn’t need to be fancy or complex, just consistent.
  • Be true to your brand. Customers won’t return to you if you don’t deliver on your brand promise.
  • Be consistent. This tip involves all the above and is the most important tip on this list. If you can’t do this, your attempts at establishing a brand will fail.