6 simple steps to building a successful Digital Brand Strategy

6 simple steps to building a successful Digital Brand Strategy

Digital Branding V/S Digital Marketing

Digital branding is not just about a cool logo and website, it’s defined as a customer’s perception about your business. Now, don’t get me wrong, your logo and website are a huge part of your visual digital brand but if your brand positioning doesn’t appeal to your ideal client then you’re going to be wasting your time and money resources trying to build a brand. With digital branding, you have to identify your target/ideal clients, understand their perspectives and priorities, anticipate their needs and put your message in a language that resonates with them.

In order to build a successful digital brand strategy as a small business owner or startup:

  • You will need to outline the tools and resources necessary to convey the brand e.g.  logo,tagline,website,social media accounts,videos, imagery etc 
  • Monitor and adjust to ensure your brand remains relevant and your business is positioned to thrive in the digital transformation era.

Now, digital branding goes hand in hand with digital marketing – you cannot light a lamp and hide it under the table. In the same way, all your efforts will be in vain if you put all the work in building a successful digital brand strategy but it never gets to the face of your ideal client. That is where digital marketing comes in. 

6 simple steps to building a successful Digital Brand Strategy

To understand digital branding and impact on the user mindset, you need to understand the process behind it. If you are just starting out and you have a budget for marketing then I suggest investing in a digital brand strategist to help outline the vision board before diving directly into marketing and other aspects without an actual plan. A digital brand strategy helps outline your needs and the entire vision of your business in order for you to track the results and ROI.

  1. Identify Target User Segment
  2. Designing a Brand
  3. Building a Digital Presence
  4. Working on SEO
  5. Focusing on Value Proposition
  6. Brand Recall Check
  1. Identify Target User Segment

In order for you to build a powerful brand, you need to figure out the “Ideal User Persona” and “Customer Journey Mapping”. These are the fundamental activities to find out your target segment and how you can resonate with your audience.

First of all, you need to collect data regarding your user like his/her behavioural pattern, online interest, affinities, etc. The data can be a combination of primary sources and secondary sources. The primary source includes talking with industry experts, product experts, and users of competitor products. The secondary source includes existing online survey data, trade magazine data, and research findings. 

PankyCCIEaEfikVxS
Image Source

After the collection of data and finding out common behavioural patterns, you need to match with your product attributes to finalize the ideal user persona and creating a user profile.

gWWpKtRd2THqQkbwa0m2ipe0rMDRCKGAimsJzq1FZZWdsk1ihtojnbxZERMXG8R09ZEN3fULQiS10T P3B9A oDHZJ8IX5g ZdWXswln39nVp2mxMUeD6H46BvbxsdXfky8W XHm
Image Source

Following the user persona, the other fundamental activity is user journey mapping. Here, you need to create an ideal conversion funnel and from various channels and platforms, the user goes through before reaching a purchasing decision. The later advanced steps would be checking the interlinking of channels and tracking the channel where conversion first happens.

  1. Designing A Visual Brand Elements

Outlined below are a few elements you need to take care of:

  • Brand Name

Giving a name to a brand is as crucial as giving a name to your child. 

The brand name is something that you neither change regularly nor in the future. In an ideal situation, it will be a constant thing that works as a connection with users. Consider an example of Pepsi. You read the name and instantly one visual image of Pepsi bottle comes to your mind. I don’t have to elaborate on the color, taste, or other features to remind you anything about that brand. That’s the power of name and brand as a whole.

There is a need to follow other rules like regional dominance, cultural connection, and product attributes while designing the name of the brand.

  • Brand Logo
fFnAqBhpbrc Az2 fF6FI9gTCns XvQ92JOWGlez SNvPk5r05zFQJb oQnMaLML7a8HfxdJuisp5xwpG5bsggv8v7aOrfRc0AplMoB6yKmS0xszKXCYkQKWdnIKLY z SQaXPh1

For designing a logo, you need to check a different color palette and build patterns before selecting the final one.

9Im3CfZQ6idatoy27pW8rpfA7AeBtoLJf7swfObERDDQREFvP9e8iR7coD18FZs4kBj57PE1D36zz0Q1tzG260HLkqxEUlz0CAE BZ2ti6DuvuxYB 7mjw5s8EhD ZrpEjPOEy5Y
  • Brand Tagline

The brand tagline represents offerings of the brand and beliefs. It’s not mandatory to craft the one but in the long run, it’s something that you can use in advertisements. 

Apart from that, the company has to come up with the Vision and Mission statements for stakeholders and employees that give ideas about long term and short term goals. It’s not possible about having clarity in all the elements of designing a brand. In this situation, you can double-check your final decision by asking about small internal feedback from the entrepreneur community out there.

  1. Building a Digital Presence

Today, you have to take advantage of the resources available in the digital space in order to push your brand to the face of your target audience or ideal client. Your customers are spending their time online and if you’re not building a digital presence then you’re literally throwing potential sales outside the window. This is not negotiable today, without a digital presence, your business is as good as not existing.

From your website to your social media accounts. This is your moment to content to the people you’re looking to serve. This is where a powerful digital brand strategy comes through for you because you will have an outline of your content creation and content marketing plans. Thanks to technology, today there are several tools that have made stay consistent with your posting easier through content scheduling. After creating a social media content calendar and outlining the actual content, all you need to do is schedule the posts with the dates and times for them to go out and voila – the first part is done.

  1. Working on SEO

Creating a website and building social media profiles without utilizing them effectively is a waste of your efforts and time investment. For the higher ranking of the website on SERP (Search Engine Results Page), you need to invest in On-page SEO, Technical SEO, and Off-Page SEO.

On-page SEO: Within on-page SEO, you can work on different website elements like headlines, meta descriptions, and optimizing content & images.

Technical SEO: Within Technical SEO, you can work on optimizing website architecture and technical elements like website speed, AMP pages (Accelerated Mobile Pages), canonical tags, fixing 404 errors, and 301 redirections.

Off-page SEO: Within Off-page SEO, you need to work on different link building activities and enhancing website reputation among communities.

  1. Focusing on Value Proposition

As per the definition of Digital Branding, the focus should be on the value proposition. While delivering marketing messages, the focus should be on what additional value you are offering to your target audience. In order to find out the value and the way to connect with the audience, you can perform below mentioned 2 activities:

Predictive Analytics: With predictive analytics, you have the chance to predict the user’s future demands and how he/she will respond to certain marketing messages. Based on it, you can define your value proposition.

Crafting personalized messages: While interacting with users, brands need to come up with personalized marketing messages as part of the value proposition. Here is an example of how an online food delivery app called Swiggy leveraging it to grab user attention:

lE49r wU cXB zq2DHbr62zXbcc8SaFXmciJMrrZt0Io5kws vVX6UFEeYhJ1O s AqtLwylM2yW2bF  Zn tF9XzqE0NP

My Smartphone screenshot

  1. Brand Recall Check

After carrying out all the activities and building a successful brand, you need to measure the performance. For measurement, you need to identify brand recall value. You have to collect feedback from users regarding past brand interactions and come up with one number that can be referred to as recall value.

Conclusion

To create a successful digital brand strategy, the above-outlined steps work hand in hand adding onto each other. One strategy builds into the other and they work together to build a powerful brand. It’s important to note that digital brand strategy is a journey. You will need to keep tweaking over and over until you reach that sweet spot. The reality is that your buyer’s needs are also changing every day. What worked for them 2 years ago may not speak to them the same way – today. So yes, it’s a journey – as long as your business is still in existence, you will need to keep reviewing your strategies and aligning your brand voice to the needs of your target client. 

Faith Kiiru

Faith Kiiru is a Virtual Operations Manager.She's been serving top-notch businesses and professionals working directly with CEOs, business owners and entrepreneurs from the USA, Canada, Australia, UK, Singapore, the UAE and South Africa working fully remotely as a Virtual Executive Assistant since November 2014.Today, she offers strategic and transactional support to busy entrepreneurs that are ready to reclaim more time in their day and scale their businesses!!She’s always sharing free resources on YOUTUBE, LINKEDIN and FACEBOOK to help entrepreneurs and business owners build, grow and scale their businesses!

Leave a Reply