Why don’t your customers recognize your business or products when they find them? Why do my competitors have loyal customers and we don’t? These are good questions and the reasons can vary, but one possible reason is that the customer has annoyed you and doesn’t see anything special about your product or service compared to a competitor.
One way to solve the above problems is to think about what message you want to convey to your customer and what you want buyers to think about in the first place. . when they see your brand. With a digital branding strategy, you refine the message you want to convey from your brand. In this blog, I’m going to explain why your business needs a digital branding strategy, how it’s done, and how to ensure a carefully crafted strategy doesn’t go to waste.
How do I know if my company needs a digital brand strategy?
Since a digital branding strategy is designed to reinforce your company’s brand and clarify your desired message, it’s important in almost every situation. Let’s look at some situations where this would be recommended.
1. The company does not have a consistent image and style
in the previous blog I find it important that the appearance of your digital brand is recognizable as a whole. I have discussed the reasons why it is important for a brand’s appearance to be consistent and clearly stand out from the competition.
In short: the customer learns to recognize your company’s brand, which improves your advertising and increases brand awareness. This, on the other hand, increases the value of the brand. In addition, you can stand out from the gray mass of competitors and arouse the interest of the buyer.
2. The appearance of the brand does not correspond to the price of the product
If you look cheap but ask for an obvious premium for your products or services, no one will take you seriously. An example of this would be a clothing company that wanted to ask €60 for a white t-shirt, but the ad uses a -40% tag and a lot of red and yellow.
From this type of advertising, no one will get the impression that it is a premium product. In this case, it would make more sense to use lots of solid colors or all white and empty space. It would be nice to see, for example, a Calvin Klein model.
Similarly, many companies that sell designer products invest heavily in branding. For example, Iittala and Finlayson, two of the author’s favorite Finnish brands, can be taken as an example of a successful Finnish company.
Buying luxury goods is a customer experience that begins when they first find your brand on Google. If that experience is significantly different at any point in the buying process, the likelihood of a repeat purchase is reduced. That is why it is so important that you convey the same visual identity of your website until the purchase.
3. None of my competitors invest in a brand
The assumption is that if none of your competitors are investing in a brand, you won’t have to either. However, this is a wrong assumption, as this is a great opportunity to easily stand out from the competition.
In addition, at least one of its competitors has invested in the brand, and its turnover probably proves it as well. A good example here would be terraforming companies. It seems that almost no company in the industry has given much thought to the appearance of their brand, except for a few examples. For example, you can take VSMV company, check the website here: A cleaner future — VMSV and (In this case, I mainly compare the appearance of the sites with those of the competition).
Eliminate the above problems with a digital brand strategy
When something has a clear plan and instructions, it is easier to implement.
A digital brand strategy defines what your company’s core message should be. Through various visual elements, clarify your message and define the image that your brand should evoke.
Let’s take an example. when you arrive at a cleaning company website and the first image looks boring and confusing. This has to do with the colors used on the website and the fact that everything is very tight and there is not enough empty space between the website elements. How likely are you to purchase a cleaning service from this site? How soon will you leave this site?
Here you can see the importance of first impressions. . and how much they affect . if the user will take the next step with your brand.
When you clearly communicate your core brand message and images support the textual content, you evoke a strong sense of your brand. When this happens early on, the customer will enjoy your brand for a long time.
What is the process for developing a digital brand strategy?
The main objective of the digital brand strategy is to combine the company’s strategy and history with its appearance.
We are going to implement this with SDM in five steps:
- Research and definition
- strategy and history
- Publication and further development
Let’s look at these steps in more detail point by point.
1. Research and definition
First of all, it is important to know who you are selling to and what they want. That’s why we first create buyer personas where we define the factors that lead to buying a buyer persona.
By identifying the drivers, we know what your customer is interested in and how we can capture their attention.
Based on this, we look for connecting factors to avoid differences in the nature of the buyer, so we know what is the most important thing that affects the personality of a particular buyer, and we start to develop our brand accordingly. This is because the main message of the brand cannot be suitable for all the characters at the same time. Later, for example, through advertising, we will focus on other characters.
In addition to the identity of the buyer, we define your market. Who are your competitors and where do you stand in relation to your competitors? What they look like and how they attract customers with your brand.
2. Strategy and history
Why does your brand exist? This is the most important question you need to be able to answer for a digital brand strategy to truly add value. A good way to think about why a brand exists is to answer the following questions:
- What are we doing and how?
- What are our values?
- Why do we have our brand?
- What makes us different?
- Who is our buyer?
- Set goals.
By the time you can answer these questions, you’re well on your way to strategizing, and the next step is getting your message across through visual design.
Before doing anything, it is important to have a clear idea of how we can visually express your message.
this is what we are going to do creating three different style, that is, visual cues of what the brand would look like. The idea is to quickly give you an idea of what your brand could look like. Styles cape defines the guidelines of what the final look of your brand will be.
Based on them, the final appearance of the styles will be developed, after which we will proceed to the implementation phase.
Based on a good plan, it’s easy to get started with a new look and you don’t waste time guessing.
Based on the styles, we will implement a brand book that will help you maintain a consistent look and feel for your brand. The book contains instructions on how you generally look, what colors you use, what fonts you use, what images you use to communicate with your audience.
In addition, your new logo can be included if you wish, as well as presentation templates and documentaries for the future. At this stage, we also make sure that your brand works across digital marketing channels and is easy to scale as the digital world is constantly changing.
5. Publication and further development
Now that you have your new digital brand strategy and instructions on how to implement it through your buyer persona, it’s time to put that strategy into action.
Now you can plan your ads based on the strategy and make all your offers look like you.
Now you can test your brand in practice. Do your customers get the image they want? Will they remember you in a month?
Since brand development is a long process, it would be good to have a development meeting about three months after the brand launch. At the design meeting, we will see if the appearance update was successful for the target group and how we can start developing it further.
The brand strategy development process is inspired by the excellent book by Michael Johnson: branding in five and a half steps.
A digital brand contains many things and there are many different interpretations of its precise definition. However, one of the main things about a brand is the image or feeling it evokes in the customer. The goal of a digital brand strategy is to channel those customer awakening images that define your brand.
It doesn’t happen overnight, but if you start working now, your business will begin to generate certain perceptions in your customers and you will begin to perceive your brand more clearly.