If your brand lacks a solid digital presence, it is like a car without an engine. You can do everything else right, but it isn’t going anywhere.
While old-fashioned branding options can work, they aren’t enough. For maximum impact, aim to diversify your branding tools.
This post will cover everything you need to know about digital branding in eCommerce.
Understanding Digital Branding
Digital branding refers to the process of designing and creating an online presence. You can do it through social media, apps, websites, and videos.
The process combines internet branding and digital marketing to help your business create the desired impression to its public.
Today, people are always on their mobile devices. Their first point of interaction with your company will probably be online.
If you want to reach your audience and convert them into loyal clients, you must meet them where they are — online.
With digital branding, you can improve your brand awareness, regardless of where you are.
Even though digital marketing and digital branding are often used together, they aren’t the same.
Digital branding seeks to offer value. It improves brand recognition and inspires loyalty.
Digital marketing, on the other hand, is all about generating sales and helping your business find new customers.
Components of Digital Branding
Successful digital branding is centered around a few important pillars. They include:
Logo
Your logo is the first image that customers associate with your brand. Some examples of well known logos include IBM’s eight-bar logo and the mouse ears associated with Disney.
There are various reasons why a logo is important. First and foremost, however, you need it as a representation of your brand.
The ideal logo for your business should match your personality and the needs of your target audience.
It should leave a lasting impression and represent your values. While it doesn’t have to be flashy, it has to demonstrate some effort on your part.
Your logo needs to be simple. If you have too much going on, your target audience may have trouble memorizing it.
The online world is filled with images. If your logo fails to stand out, it will be forgotten sooner than you expect.
Often, companies tend to be reluctant to bring in design professionals because of how much logos cost. But that depends on the company you work with.
Logo design pricing may also depend on its complexity and how much your company can benefit from it.
While the question ‘how much does a logo cost?’ is important, you shouldn’t base your decision on it. Usually, you get what you pay for. The cheapest logo designs don’t offer much ROI.
Some designers may skip the research process. These designs may be far less than ideal for your business.
When creating a professional logo for your business, designers should understand you.
Are you fun and quirky or serious?
Do you prefer modern or vintage styles?
They must consider other logos in the industry and compete effectively.
Color theory is equally important. Different colors portray different moods, and each one fits better in different situations.
Your logo should be memorable and attractive in all brand materials: billboards, letterheads, and business cards.
Brand Messaging
Brand messaging refers to the way your business communicates with its clients and the general public. It is what you say and how you say it.
If you are opening a shoe store with the best sneakers in town, that selling point should definitely appear in your brand message.
The tone of your brand messaging has to match your values. It should reflect your beliefs and what you do.
The right brand message addresses the needs of your customers. It answers the following questions:
- What does your company do?
- Why is it important?
- What values do you represent?
If you own a shore store, for example, you want everyone to know that the quality of your sneakers is impeccable. This matters because shoe buyers want the best value for their money.
The tone of your message should align with your services. Selling shoes, for example, doesn’t demand as much seriousness as a business that specializes in medical equipment.
While pain points show customers why your business is important, avoid focusing on them. Instead, it would be best if you strived to keep your message positive and solution-oriented.
Website
A business website serves as a digital storefront location. If customers are curious about your operation time, contact information, or product listings, your website is the first place they will look for that information. They should be able to find everything they need to know quickly and easily.
The best sites are easy to navigate. Streamline yours to maintain your brand image and make all text legible. If at all possible, aim to incorporate your brand colors for consistency.
The essential details have to be bold and easy to identify. If customers can’t find what they want right after arriving on your website, they will likely leave.
Ensure that your site has a crawlable link structure. Search engines and humans must navigate to all the important details without trouble.
Check all your images, links, and buttons and ensure they work. Errors could make you seem unprofessional, and they can also slow down your SEO progress.
Online Advertising
You can leverage the power of the internet to market your business and its products. Before so many businesses adopted online advertising, a simple web page banner was enough.
However, things have changed, and there are many ways to advertise online. Here are a few avenues to consider exploring:
- Display ads
- Retargeted ads
- Social media ads
- Search engine ads
- Desktop and mobile feed ads
Content Marketing
You’ll find that you need to do more than simply pay to advertise products, if you want to succeed in eCommerce. You’ll need to engage visitors to keep them coming back.
Content marketing gives your business a human touch. Instead of emphasizing sales, it strives to give customers value. Videos, photos, and blog posts are very powerful for engaging customers.
One of the best ways you can establish trust is by providing customers with engaging, informative, and interesting content. It encourages them to keep coming back for more.
Conclusion
Digital branding goes beyond selling your products or services. It is about creating a loyal customer base.
The goal is to let potential clients know about your business, and for you to earn their trust.
The internet offers endless possibilities for digital branding. You can profit from it regardless of your business type or size.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
This guest post brought to you courtesy of Return On Now, Professional Austin SEO and PPC Services Company.
Daniel Martin
Latest posts by Daniel Martin (see all)
- How To Optimize Link Building By Understanding Your Audience’s Mindset - December 27, 2022
- 5 Actionable Tips to Find the Best Digital Marketing Agency - September 20, 2022
- Why SEO Matters, and Why It Should Be Your Top Digital Strategy - June 7, 2022
