HOW TO FORGE A STRONG DIGITAL BRAND FROM SCRATCH

by Liz Seyi Digital marketing manager

What is your business’s digital brand? It is, in a nutshell, your business’s story – including what the organisation stands for – told through digital means. That leaves the question, though, of how you should sculpt your digital brand if the company it is meant to represent has only recently been formed.

After all, your branding is likely to be the first aspect of your business that many potential customers encounter and take conscious notice of. With that in mind, you’ll need to ensure you’ve got all of the following elements right when building your brand.

Your positioning

Naturally, when you took your first step on your current corporate journey, you had a particular vision in mind – a mission to improve people’s lives in one way or another.

How, though, do you want to improve those lives? Which particular people’s lives are you keen to improve – and why would those people want products or services from you?

With the answers to these questions at hand, you can start bringing together words and images that compellingly convey your stance.

Your brand voice

There’s no “one-size-fits-all” approach when it comes to branding. Each business will stand for something different. As for exactly what yours stands for, that will depend on the market it targets as well as the personality – yes, your personality – behind the business.

Once you’ve struck the right brand voice, keep it consistent across all of your business’s marketing outlets – both online and offline. Customers should perceive that they are seeing the same brand whether they come into contact with it on your website’s pages or at in-person events like trade shows.

This consistency is important because it will help to imprint your company’s core values – like honesty, reliability, friendliness and professionalism – into the customer’s consciousness.

Your logo

Of course, you will want your logo to look slick and sum up, in one little image, various facets of what your business is about. Your logo should be versatile in a technical sense, too; for example, even in different colours or reversed, it should still portray its essential messages.

This sheds light on why you could particularly benefit from having different versions of your logo for various formats – think, say, horizontal and vertical logos.

While you shouldn’t be too adventurous with these logo variants, our digital marketing consultants can help you to find the right balance. On request, we can also join you at regular intervals to advise you on how your brand should evolve with time.

Give the PENNInk Productions team a call now on 020 8144 7931, or send us an email, and we will be pleased to discuss how we can assist you with your organisation’s website design, graphic design, search engine optimisation (SEO) or branding.