Building a Digital Cohesive Brand
Brand Building is About Continuity and Consistency Across Touchpoints
We see branding when we check our phones in the morning, get push notifications on our smartwatches, alerts on the media displays in our cars, signage on windows and buildings, and more throughout the day, both in real life and online. We might see messaging from the same brand multiple times a day, across mediums, and within different contexts. Each time the message will be slightly different, but the tone will be the same and the look should be, too. Innovative brands are ones that build consistent experiences in the real world and across digital platforms. They are the ones that have websites that feel like extensions of their brick an mortar space, and emails and social media posts that feel like you’re continuing a conversation where you left off when you were last with them.
Those brands are innovative today, but the ability to deliver a consistent brand experience across technologies and mediums is already a requirement. The brands that fail to do so will soon slip away, buried on page two of Google, outshone on the streets, and deleted from your inbox because they looked and felt like spam. Those brands will lose out on new customers while others will thrive. Investing in design will continue to be the differentiator in the marketplace.
How to Build a Cohesive Digital Brand
It’s not as complicated as it might seem from the outside. It starts with a solid visual identity that is grounded in defined attributes and rules about how the brand name and logos are presented to the world. Then, a comprehensive strategy about how to engage online. Let’s break it down for you.
Develop a comprehensive visual brand identity. Studios like Markon can do this for your business by creating a suite of visual items that represent your brand in all of the spaces online that you will market within. We’ll provide you with all the necessary guidance to do so, including which fonts to use, what colors, and even nuances such as how much white space should always be around your logo and so on. Developing this all at once and setting down rules about how to use each item will make creating marketing items easy and ensure that consumers can recognize your brand.
Develop your brand’s voice and messaging. Every business has a mission or guiding ethos. It’s the reason they do what they do better than everyone else and why consumers should pick them. It’s helpful for brands to develop a tone with which they communicate that message and then some key talking points, and even expressions, that can be routinely used. Messaging that is consistent in tone is as easy to associate with a brand as a logo on a sign or social media post.
Build a robust website. Social media is great for meeting people where they are, but nothing beats a website in terms of getting all of your business information on the web. As voice search technology continues to grow and consumers can search for products without having to look for a screen, making the details of what your business has to offer known, in a proper format, will put your business in the lead in terms of both traditional search and voice search.
Use a suite of marketing tools. There are so many ways to reach out to potential, past, and existing customers. Reaching out isn’t the challenge, it’s keeping the message consistent and using the tools you adopt in ways that complement each other.
Have a strategy. All of these together pack a punch, but they are 1 million times better when there is a measure of intention behind them. Every business needs a marketing plan.
Cohesive Brands Command Authority
When a business delivers a consistent message in tone, content, and appearance it commands authority. When those messages are backed by great experiences, that business begins to develop actual brand authority in the marketplace. Brand authority is the kind of clout that inspires word-of-mouth marketing among consumers and captures the attention of industry enthusiasts, influencers, and journalists. Considering that over 75% of consumers trust the recommendations of their peers as if they came from persons they know intimately, generating significant chatter about your brand is a sure-fire way to gain the opportunity to convert more consumers.