Elements of Building a Brand Online

Your online brand isn’t just an aesthetic you create through your logo, name, or website. It should be founded in the essence of what your company is. 

Every aspect of your brand should point to: 

  • Who you are
  • What you do
  • What you value 
  • Why you do what you do
  • How you do what you do better than anyone else 
  • Who you do it for
  • What it will be like to work with you or use your service

If you don’t know the answers to all of these, figure it out. How can you expect people to understand and connect with your brand if you’re not even sure what it is? 

You can’t expect your customers to read your mind and know why they need to care about what you’re doing. Your branding should give them a clear enough picture of what you’re offering to feel confident making whatever decision you want them to make. 

 

Brand Personality 

When you build a brand online it should have a personality just like a person. Ultimately, you want your customers to build a relationship with your brand. Just like you can’t be friends with everyone you meet, not every brand personality will resonate with every person. But when it does resonate, you’ll have a much more loyal customer than you would have otherwise. 

The colors, fonts, social media posts, and the decor of your companies space should tell the customer brand is laid-back, edgy, fun, or how seriously you to be taken. 

The personality of your brand should extend to those within your company as well. Do you present a fun, casual brand online but set a strict and serious corporate culture? Or do you match your fun persona by allowing your employees to come in late, work from home, and have fun in the office so that they are ready to give you their best work?

Branding is ultimately about having a consistent, intentional personality across every part of your company. 

 

Brand Authority 

No matter what personality you’re conveying with your brand, make sure you’re letting potential customers know that you’re going to do whatever you do best. Your brand authority should always be a part of your brand personality.

The internet hasn’t only changed what we expect from brands. It’s also made it easier for every potential customer to research lots of different companies that do the same thing you do. 

You need your brand to show what unique thing you bring to the table that makes you a better choice for your customer than any other option, while also being an interesting brand. What content do you create? What need do you fill that no one else does? 

Your branding should be full of aspirations the customer can expect from your brand. There should be no question of what the benefit will be of choosing you. 

Don’t be afraid to also show the consequences of not choosing your brand, though you shouldn’t spend more time attacking your competition than celebrating what makes you great. 

 

Stand Out Everywhere & Build Your Online Brand

The digital world has become the place we all feel more and more comfortable. It’s where you’re reading this! Successful brands need a successful online presence. Your personality, authority, story, and purpose and all shine more than ever on digital platforms such as websites, social media, blogs, videos, and whatever will come next.

By establishing clear branding rules and applying them to all these platforms, you can build a brand online that will never leave your clients' minds. At Neon Canvas, we do the nitty-gritty work of branding to help your mission and personally reach your target audience. Contact us today to get started.