Building an online brand for your business? Here is what you need to know in 2021 to become successful in this very competitive industry.
For many customers, the first time they come across a new brand is online. Whether it’s researching a product or simply discovering some insightful blog content, the online space has become the gateway for many businesses to gain direct access to new and prospective customers. That’s why it’s essential for you to nail your brand voice online.
Think of it as a job interview. You need to stand out from the crowd. Make a great first impression. Be memorable. If your brand voice is not doing any of this, people will quickly bounce off and go and find someone who does. Remember these important things before you build your brand online.
How do you build your brand online?
Building your brand online is not something that happens overnight. As Jeff Bezos, founder of Amazon put it, “Your brand is what other people say about you when you’re not in the room.”
Your brand is essentially your reputation and so this will always take time to build. It’s a process that’s constantly evolving as you tweak aspects of your brand you meet the needs of your customers and target audience.
Consistency is the key to building your brand online. No matter the touchpoint – your website, Facebook page, Messenger, YouTube channel, email – all the messaging needs to deliver a consistent tone of voice.
No matter where you are engaging with your audience, they need to know instinctively that they are talking to you so make sure you are both consistent but also memorable.
Nail that interview.
How do you get your brand heard online?
Whilst it is important to make sure you deliver a consistent brand voice so customers have a positive experience with your brand no matter where they find you online, all of that is irrelevant if they can’t find you in the first place. That’s where brand and SEO collide.
By understanding your customers, both in terms of who they are and what they are searching for, you have a much better chance of your content resonating with them and therefore, of converting them from prospects to customers.
That’s why SEO is such an important aspect when building your brand online. Your brand voice needs to reflect the keywords that your audience are searching for.
One of the main starting points for any SEO strategy is to conduct keyword research and this is also an important part of the brand-building process. Your brand voice needs to incorporate the keywords people are using to discover your products are services.
What makes it your brand voice is the way you say it.
It’s important to align your brand voice with your SEO strategy in order to be heard online.
Tactics to build your brand online
We’ve already talked about the importance of SEO when it comes to building your brand online, however, here are some of the other tactics you should consider in order to increase awareness of your brand online:
Understand your competition
Once you have identified the relevant keywords for your business, you will quickly be able to identify those brands competing for those same keywords. Understanding your competition and the way they engage with their audience online can help you to tailor your own messaging to make sure you stand out from the crowd.
Don’t be a follower.
Imagine going into an interview and you already know all the answers that previous candidates have given. Wouldn’t you try to answer those same questions in a totally different way? Stand out from the competition by understanding the competition.
Tell your own story
Every brand has its own story. Something that is unique to them.
Make sure you tell your own story and own it from the start. By keeping it personal, you can also start to build a much stronger relationship with your target audience. If they know where you started and what you are trying to achieve, it’s much easier to take your customers on that journey with you.
Tell a story that focuses not on what your product or service is, but make it about how it can help people to solve their problems – whether that’s an actual problem like cleaning an oven or a much more fun problem like what outfit to wear for a night on the town.
Use multiple channels to build your brand online
With so many digital channels available to you, it can be difficult to pick the right ones that work for you. The starting point should always be your own website. That’s the place most of your prospective customers will come to find out more about your brand, your products and your services.
After that, it’s a case of identifying the channels that work the best for your brand. There is no one-size-fits-all answer for this one. What works for one brand can be a complete failure for another.
Use your owned media like your blog social media channels to promote your business. Online casino site Betway wanted to change the landscape for online betting and made it their mission to offer the most-informed betting tips of any online media outlet. They interviewed professional athletes, invested in video production and kept a close eye on digital trends in order to maximise their brand reach through multiple channels.
Like Betway, many of the world’s leading brands are using multiple channels in order to maximise the reach of their brand. Some of the leading brands that utilise social media platforms include GoPro, Nike, National Geographic, and Starbucks. You can learn more about why these brands are so successful on social media in this recent eclincher article.
Understand your audience
For all Amazon’s innovation and invention, it is the world’s most valuable brand principally because its founder Jeff Bezos got to know his customers.
This is an invaluable lesson from one of the world’s most successful brands and one all businesses should focus on.
Getting to know your customers is one of the easiest things you can do. With so many touchpoints available, make sure you are maximising the opportunity to gather feedback about your brand, your products, and your services. That way, you can constantly review and revise the way you engage with your customers and ensure you are meeting their needs at every stage.
Building your brand online will take time, however, by following these basic steps, you will find you have the perfect foundation from which to grow your business online.
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