“Without brand clarity everything else is irrelevant.”
Brands are a vital part of business success. They can help you to attract and win over new customers and as importantly, they can help you to keep them.
Setting up your brand online starts with your design. First impressions really do matter. Good web design will be able to establish an early point of differentiation for your company and a foundation on which to build a unique identity.
Your website and the properties that surround it are an important first point of contact that helps to shape the impression that you convey to your visitors.
What is a Brand?
A brand can be described as something that provides a recognisable point of differentiation from a competitor. This is not limited to one particular thing. It could be a name, colour scheme, strap line, symbol or a combination of all of these. It will allow you to stand out, be noticed and be remembered.
Today more than ever there is more competition in an increasingly crowded online space. This makes it even more important to establish a strong brand as a way in which to provide a point of differentiation from your competitors.
Many companies make the mistake of thinking that branding doesn’t matter. For some it is seen as something that is limited to established players. Brand management is mistakenly often seen as being only for companies with large budgets and dedicated teams. This however is not the case.
Establishing a brand isn’t something that is limited to established companies. In fact is it arguably more important for small companies and start ups, trying to get noticed. It can help to turn a smaller company into an established one.
Small innovative businesses can, with the right guidance, implement an effective brand policy. By combining design, a point of differentiation and a cohesive vision it is possible to establish a strong brand to emphasize their unique proposition.
Once established it is important to continue to manage your brand. The establishment of authoritative online properties and tailored social media and ppc campaigns can help to reinforce the brand message and continue the it’s development to your audience.
Good brands don’t leave things to chance. For this reason it is vital that you continue to invest and develop your presence. Maintaining your image is one part of the equation. Expanding your online presence via your brand is the other.
Your brand is ultimately what will help to shape your online presence, make your company memorable and set you apart from your competitors.