“A brand is the set of expectations, memories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin
Source: Content Marketing Institute
What are the elements of branding?
Branding helps you to humanize your business. These are the elements of branding that you’ll need to cultivate how customers perceive your business:
- Mission statement and brand values
Your mission statement and brand values are the foundation for your brand.
Think of your mission as the brains of the operation—a short statement that defines the present state and purpose of your organization.E.g – Nike: Just Do It.
Your company’s vision is more like its heart, providing an inspirational snapshot of what you seek to achieve in the long term.E.g Nike: Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
- Brand guidelines
With the mission and vision statement set as the pillars of your organization, your brand strategy comes to entail everything in between. This will take the form of brand guidelines. These guideline helps reflect your business values and goals, differentiate you from competitors, resonate with customers, provide a template for decision-making, and help ideate for future marketing campaigns.
Your logo is arguable the most crucial element in your entire branding process for your business.
While designing your logo think about who you are as a brand and how you want to be perceived by your customers. Use that to drive your design strategy.
Defining digital branding
As the internet paves the way for Web 4.0, the way brand marketers communicate with you is also changing drastically.
High Internet penetration and low-cost smartphones have become critical enablers for branding in marketing that have made marketers leverage digital media and technology to create a brand through interactions with consumers on their digital devices.
“Digital channels and assets that marketers use to communicate a brand’s positioning (or purpose) as part of multichannel brand communication or engagement programs.”
What is a digital strategy?
A digital strategy is a part of overall branding strategies. It focuses on all the components that help create a brand via online channels.
While brand strategy aims to deliver the ‘how’ to positioning your brand, a digital strategy answers the ‘why’ of it.
A digital branding strategy includes elements such as:
- Website user experience
- SEO & content marketing
- Social media marketing
- Email marketing
- Paid advertising
3 trends to up your branding game online
Personalize your brand
Customers usually buy into a who more than they buy into a what.
If they can relate to your brand in a more personalized way, they are more likely to trust it.
Storytelling is an essential component of branding and can help build an authentic relationship with your customers.
You need to think about the brand personality that you want to project.
86% of consumers say that authenticity is a key factor when deciding which brands they like & support. Leverage your social media presence to connect with your audience online and keep in touch with them. You shouldn’t come across as somebody who pops up on their newsfeed only during a sales transaction, but instead is a part of their everyday conversation.
Have a social voice
Today consumers want to believe that companies care about the same causes they do.
Two-thirds (64 percent) of consumers said that they would buy from a brand or boycott it solely because of its position on a social or political issue (Edelman, 2019).
Modern brands need to demonstrate that they care about people as much as profits to increase trust and loyalty. Millennials believe multinationals can alleviate some of society’s biggest problems and want them
to do more.
For e.g IKEA control water usage in their stores, use solar panels, and buy all of the cotton they use from sustainable sources. They are working towards a sustainable future by using 100% renewable energy and sourcing all their wood from sustainable sources.
Think about mobile-first
51.98% of global internet traffic is mobile internet traffic and hence, emphasis will be placed on increasing mobile user interaction.
Actually, this is not a trend anymore. Instead, it has become the practice across industries, and those who don’t embrace will not be competitive. There’s a high possibility that your emails are being read on mobile and if the content is not a custom-fit, you will lose out. Your CTA buttons, for example, need to be big enough to click but not so big that they fill the entire screen.
Business branding is crucial for the success of any company or business.
To stand out in a market where every brand and its product is a click away, it is not enough to have a product that users want but to let people trust you to decide that YOUR product is what they want.