From its early beginnings in 1965 when university researchers first sent two letters (L and O) between two computers at different locations to the information-sharing mega system that it is today, the internet is where many customers learn about products and services. In fact, 76% of consumers say they visit a company’s website and social media channels before visiting in person and 1 in 3 people buy products and services they learn about through social media.
Consumers are discovering new (or new to them) products, services and companies online. The digital sphere is where they begin their relationship with your company and likely where their first interactions begin. That’s why establishing a solid digital presence built upon a sturdy digital branding platform is crucial to building your reputation and growing sales.
Continue reading to learn what digital branding is, the differences between digital marketing and digital branding, and learn how to use promotional products to grow online with digital branding.
What is Digital Branding
Brand identity is the collective understanding that someone has of your organization or business.
Digital branding involves establishing your brand identity, developing a digital presence and creating meaningful connections between your brand and your target audiences online.
Digital branding is made up of:
• Identity: Your brand’s digital identity is the way you live out your values and communicate about them in a digital space. This is typically done through methods you have full control of such as owned properties like the content marketing you produce on your website and social media accounts.
• Visibility: Your brand’s online visibility includes all the ways your target audience can connect with and learn about you digitally. These include things you have full control over, like your website and social posts, as well as shared properties, such as reviews and your customers’ social posts.
• Credibility: It takes years to build credibility using promotion-free and reliable information through articles, blog posts, videos, emails, how-to guides and more. Providing trustworthy information for your customers at any stage of their buying journey positions you as the industry leader in their minds. However, that hard sought-after credibility can be broken in a moment through one misstep on social media or a crisis response that doesn’t align with your values. Credibility can also be built (and impacted) by your brand’s tone of voice, as well as reviews and ratings.
Digital marketing vs. digital branding: what’s the difference?
While digital branding and marketing go hand-in-hand, there are a few key differences to note.
Branding efforts help you gain brand recognition and customer loyalty by focusing on ways you can engage with customers, build a brand story and establish digital relationships that keep your brand top of mind. While it can evolve over time, digital branding is meant to be permanent, as your customers’ (and employees’) understanding of your branding will develop over time.
Digital marketing, on the other hand, includes a variety of strategies used for a set period of time (such as the duration of a marketing campaign) and is meant to promote specific products or services and convince your potential customers to purchase from you. Common digital marketing tactics include content marketing, social media advertising, influencer marketing, search engine optimization (SEO) and email marketing. Your branding needs to be established before you can successfully deploy digital marketing tactics, as you need to know your brand’s beliefs, what you bring to the marketplace and how you’d describe your brand.
How to Build your Reputation with Digital Branding
Digital branding and your reputation cannot be built overnight, but you can start implementing these practices to steadily grow and improve your online reputation.
• Know your values and keep them front and center. The values-based consumer and their purpose-driven spending are here to stay. While traditionally considered characteristics of Gen Z and Millennials, a recent survey showed that 41% of consumers want to buy from a company based on their social, environmental and political ideals. Use all channels to communicate your values and gather feedback to help prioritize which values you promote and when.
• Be an open book. Consumers are savvy. You may say you value one thing, but if your actions don’t line up, your customers will call your bluff. And they will do it online so everyone else looking at your business can see the real you. Transparency is a key piece of digital branding, especially when it comes to addressing errors or complaints.
• Know what matters to your audience. Your branding should be consistent, grow over time and be rooted in your values. And keeping tabs on what’s important to your customers is a critical piece of your branding. Make sure your messaging aligns with your customer’s needs, wants, and values. Be sure to also keep tabs on current events and update your campaigns accordingly.
Use Branded Promo Items to Further Enhance your Digital Branding with a Physical Piece
Digital branding doesn’t stop in the digital space. Your audiences take what they’ve learned about you online and talk about it when they gather with friends, family, and co-workers. You can take your digital branding into the physical “in real life” realm with promotional products that align with your brand identity and values.
Help build brand awareness and strengthen the relationship your target audience has with you through promo pieces that align with who you say you are. For example, if you have a more sophisticated brand, choose elegant items for your customers, such as a Levitating Bluetooth speaker. Or, if you have a more budget-conscious brand, consider a budget-friendly item such as a multi-function pen.
Establishing your digital branding is a long game, and carefully selected promo pieces can help you build a strong relationship with your audience and bridge the gap between your digital presence and your physical business. Start a chat with a MARCO Promos team member or email us today to get started.
