Once you establish a company, branding is one of the most important things you can do. “Making a name for yourself” is more than a few billboards and commercials; you must build up a reputation. The main source of information now is searching for the company’s online presence. If they don’t have a presence, or you can tell they set up their profiles and left them to rot, you’re less likely to engage any further with them. This is the 21st century; we’re living in what I like to call the “tech times” and companies that aren’t hopping on the bandwagon are being left in the dust.
There’s a difference between a brand name, and a brand. Your brand name is tangible and people can see it, while your brand, however, only exists in the mind of your customers – it’s what they think of when they hear your name. Building a strong brand in the digital age is vital.
Here are some reasons why building your brand online is important:
You are being searched online. If someone is hearing your name, it’s automatic to think that it is being typed into a search engine. No website? No profile on social networks? More than likely, this leads to you having no customers. Even online, people are looking for established companies and referrals. If you’re nowhere to be found in the online searches, you may as well not even exist.
You are expanding your reach. On the Internet, things go viral. You’re not limited to your local reach; you can go national or even worldwide if you want to. If you want people near and far to engage with your brand, establishing an online presence is important. It allows everyone access to your company.
You’re building trust. People like to feel important. I go to my favorite Starbucks (which is coincidentally also the first Starbucks I ever went to) all the time because they make me feel important. They know my name and they know the drink I like. The same applies when customers can follow you or be your friend.
You’re taking matters into your own hands. Just think that if you don’t have the proper online real estate for your brand. If someone else is portraying themselves as your company, the negative effects could be devastating. When you have your name, you have the power.
It’s more than just doing what everyone else is doing. Branding has developed into more than some bumper stickers and a street team. Social engagement in the form of likes, shares and comments is an increasingly important ranking factor. Because branding is about developing an emotional connection, a strong brand has fans, followers, advocates and influencers that actively promote a brand. So, in order to get the most out of your integrated digital marketing, make sure that you don;t overlook the importance of brand building. Define your brand and what it stands for, think about what drives it and focus on how customers perceive your brand for every aspect of your business.
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