New business owners have a lot to consider when starting a new business. After they have spent time creating a business plan identifying problems that their business can solve, key metrics, creating a few buyer personas, and identifying channels they will sell their products or services through, it’s time for branding. Most of us have heard the term ‘brand’ or ‘branding’ a business used casually, but what does it actually mean?

In our opinion, branding is the unique action or actions that a business takes to develop a connection to specific attributes in the minds of its customers. Having a brand means that you have successfully achieved this goal and now people think about your brand when they think of something that relates to it. When you think of shoes, what brands come to the top of your mind?

It’s Adidas and Toms for me. Adidas did well with using mega influencers like Pharrell Williams and Kanye West to grow their brand. When I think of the Tom’s brand, I think about social awareness and philanthropy. Because a giving model has been incorporated into the Tom’s business and marketing efforts from the beginning, they have edged out influence in that space.

“A successful brand uses marketing techniques to develop a unique and distinct story behind what they offer.” - Desireé E. Jordan

This process begins with the problem you have started your business to solve, the advantage you have over your competitors, and your buyer personas. Historically, the world has come together to solve problems and the best at it wins space.

A lot of branding consists of using your ear-to-the-streets, aka social listening skills, and responding to it with unique offerings and messaging that speaks to that need. The Omni Hotel and Resorts has created a brand or unique story around the Power of One, a management process that encourages their employees every day to make important decisions in their respective departments to help their guests have a remarkable stay at their properties. How do I know? I used to work there, and witnessed it happen in real-time!

There I was, deploying the Power of One as I chose to dialogue with a guest about their stay. They spoke about being at the hotel for their wedding anniversary, so I spoke with my manager about sending chocolate and a refreshing beverage to their room on behalf of the Omni. They ended up leaving a great review when asked post-checkout which encouraged others to make the decision to stay at the hotel.

Let’s get into digital branding. Digital branding according to Wikipedia is, '“a brand management technique that uses a combination of internet branding and digital marketing, online marketing to develop a brand over a range of digital venues.’ This can include a website or even a range of social media channels. Alongside good business management and supply chain decisions, Walmart’s messaging of saving money and living better is embedded in their website and social media channels. You can save a few bucks on your next order if you choose to pick it up at a local store or experience what it’s like to live like a Walmart shopper on their Instagram page.

Some of the most important channels that are a part of digital branding are:

• A Logo

• A Website

• Brand Messaging

• Search Engine Optimization or ‘SEO’

• Social Media

• Content Marketing

• Influencer Marketing

Here are a few reasons why digital branding is important:

• You need to differentiate yourself from the competition.

• You need to listen to your customer’s needs, then shift and adapt based on their feedback.

• The essence of digital branding follows an omnichannel approach to increase your presence and leads.

If you’re not online and active on your website or social media accounts, you are already missing out on great opportunities in digital branding. Are you a new business owner and want to develop a brand around your products and services? Maybe you already have a brand but will like to increase your presence online. We offer logo design, website development, email automation, SEO, influencer marketing, and social media management packages that are affordable and will help you build a brand around your company. If you’re ready to get started, schedule your FREE 30-min discovery call today.