Analyzing Branding: Do Your Web Strategies Match Your Brand?

2 MIN READ

A strong brand image in today’s world is essential for a company to thrive. Branding—achieved through your marketing efforts—is what creates a unique feeling or sentiment about your business, service, or product. That feeling, if positive, will influence customers to choose you over someone else. It is, so to speak, the differentiating factor that sets your company apart.

Some businesses make the mistake of breaking brand consistency in their digital marketing. On the flipside, your web presence should be permeated with your branding. Whether your customer visits your website, receives a newsletter in the mail, or steps through the door of your bricks and mortar store, you want them to leave with the same understanding of your company and what makes it unique.

So, how do you ensure your digital strategy matches your brand?

  • Use consistent, clear branding across all digital platforms. That means your online presence should be reminiscent of your other marketing channels, such as print or in-store. From your website to e-mails to social media profiles, use a similar design aesthetic, including color and imagery, as well as consistent messaging.
  • Think of your website as an extension of your brand. Be sure that your company’s logo is featured prominently on the site.  Complement your logo with a thoughtful use of color that is consistent with any existing print materials.
  • Use content to showcase your brand. Yes, content is important for increasing search engine rankings, but it can also help bring personality to your brand. Make sure the content on your site is not only easy to read, but infused with your company’s personality, voice, and tone.
  • Align your customers’ online and in-person experiences. If a customer enters your store or office, you would want them to feel immediately welcome. The digital experience that you provide your customers should do the same. If people frequently have positive experiences in your store, but frustrating experiences on your website, you could be hurting your brand.
  • Online communication should mirror print materials. A quarterly print magazine and a monthly e-mail newsletter should be reminiscent of one another. The goal is for a user to see any communication, be it print or digital, and immediately associate it with your brand.

Are you struggling to bring your brand online? The experts at Company 119 can help you employ a digital strategy that will elevate your brand. Call us today!

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