The internet has grown into the perfect tool for the browsing and selection of products and services that consumers need. A large number of internet users are searching online for products and services, with a significant chunk of them making purchases online. This underscores the importance of brand image building in the digital arena.
Before we discuss the benefits of brand building in the digital space, we should understand what exactly makes a strong brand.
How do strong brands differ from weak ones?
A strong brand is defined as one that stands out in the minds of its customers – both current and potential ones. A strong brand always has a coherent understanding of its USP. They also know their competition through and through. They are explicitly aware of the role they play in their industry landscape. The most significant aspect of a brand’s strength is that its vision, mission and values are conveyed well and understood by all stakeholders within the business.
The building of strong brands requires a solid brand identity that creates visual synergy with the messaging for the defined target audience. Visual synergy can be achieved through the coming together of logos, taglines, colour palettes and iconography in an attractive as well as industry-relevant way.
A strong brand will maintain this consistency across all touchpoints – both offline and online. This recognition and repetition help ingrain the brand in the minds of prospective customers, leading to the brand being easy to recognise.
Benefits of brand building using digital marketing
There are numerous benefits of building your brand through digital marketing:
- Increased visibility, recognition and reach
The internet has a worldwide reach, hence your brand can be seen by a much bigger audience than what a sales team or physical store can reach out to. The greater number of people exposed to your brand, the higher the awareness of your products and services than what is possible by traditional mediums for increasing brand awareness. The number of times the brand is seen directly correlates with increased brand recognition. Hence, it is crucial to be present across multiple digital channels for better brand recognition. The more potent the brand recognition, the more chances that your brand will be selected by prospects. Creating memorable brands is the ultimate objective of brand strategists.
- Nurturing of prospects through the customer journey
Consumers generally tend to stick with brands they are aware of and recognise. The brand’s digital presence allows for the nurturing of prospective customers through the customer journey. Marketing departments take into consideration the many digital marketing channels when configuring/planning the customer journey. Digital marketing strategy includes facets of email marketing, social media, mobile marketing, inbound Marketing, content marketing and search engine optimization (SEO).
- Building credibility and trust
A brand that prospects consider trustworthy is one that is easy to recognise, has a good reputation, has been in business for a long time, has a strong customer base, and delivers on the brand promise.
A business that is deemed as a recognisable, highly-reputed brand benefits from increased credibility – both within industry circles and amongst its customers.
Once credibility and trust are built, brand loyalty and community also grow. In the digital arena, this implies an increase in website traffic, higher conversion rates, increased engagement with content, and improved media interest as well.
- Helping build a brand community
Building brand communities online is generally considered to be the role of social media marketers, but it requires the involvement of the whole marketing team. This activity requires the input and engagement of multiple stakeholders – and there are no better ambassadors than your employees!
When companies win over brand ambassadors, brand champions, and develop a vibrant and loyal community, it makes it easier and less expensive to introduce new products and services. Efforts for increasing brand awareness are also more effective once an engaged community is cultivated and developed.
- Increased brand equity
Brand equity is the commercial value created by the impression consumers have of the brand and the brand’s market share and standing within the industry.
Higher brand equity allows businesses to curtail the paid advertising costs that they would have spent on gaining traffic or building brand awareness.
Increased brand equity also results in greater market share as consumers tend to stick with stronger brands over weaker ones. This gives companies with stronger brands the opportunity to transition to a more premium pricing strategy.
About Interics IN-BRAND
Interics IN-BRAND is a division of Interics Designs, a branding agency in India with a legacy of more than 34 years as a design agency, digital marketing agency, and packaging design company India. We have an enviable plethora of clients for brand positioning strategy, startup branding, corporate identity program in India, product launch strategy, creative packaging design, spatial branding, holistic Integrated Branding and many more.
How can Interics IN-BRAND help?
Interics IN-BRAND can make the most of its multi-disciplinary team of designers, content writers, developers and digital marketers to optimise your Digital Marketing efforts for highly effective Brand Image Building.
Our branding services go beyond just design. We work together with top management to visualize the ‘big picture’ – by understanding the company’s beliefs, its challenges, and its vision. With expansive research to discover market, competition and customer insights, we configure a comprehensive Digital Marketing Strategy that can help unleash the brand’s true potential!
Visit www.intericsdesigns.com to learn more!