Branding simply refers to creating awareness of the nature of your business and what makes it unique and different from the other brands. Branding makes people know who you are what you do and how different you are from the other brands. The objective is to present a unique brand that is better than the other brands in the market and cause customers to act.
What is Digital branding?
Digital branding is the process of passing a strong message about your values as a brand to a potential customer with the aim of catching their attention Toronto ad agency. Some people think that digital marketing is about fonts, logos, taglines, personas or visual identity all of which are good. But those do not in any way mean digital branding even though they relate to some degree. Digital branding refers to the actionable elements a website owner can make. Nowadays the ‘Value Offering’ has overtaken the traditional ‘Unique Selling Points’ concept since it conveys the brand’s value to the customer. This is the promise of value that will be appealing to the customer and which is meant to drive him to act. Digital branding enables you to communicate that value to the client.
Effective Digital Branding
Effective digital branding boils down to the effective communication of that value to your customer. Tools of communication must be designed such that the client will be able to capture the appeal and act. It takes the advantage of the website traffic to pass a message of why you are better and why your products or services are better. The response will be dependent on how the customers perceive your product or service. The goal is to increase the purchase decision by more customers. For instance, the brand name, ‘ Naked Wines’ is likely to attract more attention than ” Wines Sellers”.
A great place to start is the Homepage of your site. Your homepage should bring a distinct message about your brand and separate your brand from the other brands. Most users end up on the homepage a lot of times, therefore, it should contain an appealing piece of information that makes your brand superior to others.
Most brands spend much time designing a good homepage but leave the other pages with scanty information on what your brand is, what you do and your important values. Think of a customer who clicks on an ad from a search engine result and comes directly to one of your other pages only to find a poor UX, visual structure and poor content. Losing such a customer is very much likely. You should spend the same amount of time on the other pages to pass on the same values in diverse ways.
The other important aspect of digital branding is email marketing. Email automation plays a crucial role in attracting visitors who sign up for your emails. You can effectively use email to reinforce your messaging strategies.
Paid Media Ads
Ad copy can send a very strong message to your potential customers. A great Ad can lead to increased sales instantly.
Some people overlook the importance of metadata. Metadata is the only piece of data that a customer picks between you and your competitor in the SERP and should be crafted well enough to do the magic. It is pointless to rank in position 1 in keyword if your metadata is not customer-focused.
Digital Branding & Conversion Rate
Digital branding and conversion rate do overlap. CRO is the systematic process of increasing the percentage of website visitors who respond to the desired action. Digital branding is meant to increase the likelihood of a visitor taking a desired action.
You should always be consistent in trying to convey your brand’s values to the customer. Branding goes hand in hand with the consistent passage of information until the buyer’s mind is indoctrinated with the brand. At this point making conversions becomes inevitable.