Branding is essential to any business and particularly important for small businesses. In today’s world, where digital marketing has become more competitive and more expensive, small businesses need to leverage every organic opportunity to stand out. Developing a strong and consistent brand identity is a smart and relatively straightforward way to do that. Why? Here are three reasons intentional branding in digital marketing helps small businesses succeed.
What is Branding?
First of all, what do we mean by “branding”? According to Hubspot, “a brand is the identity and story of a company that makes it stand out from competitors that sell similar products or services. The goal of branding is to earn space in the target audience’s minds and become their preferred option for doing business.” The identity and story of a company refers to any asset – logos, colors, fonts, messaging, language, tone, and more – that comes together to represent your business. The details truly matter when it comes to the pieces that make up who you are as a brand.
1. Branding Builds Awareness
A strong brand helps to create recognition and recall for your business. Businesses can use various platforms to showcase their brand to a broader audience. By maintaining a consistent message across all digital platforms, businesses can increase their visibility and build brand awareness.
When a company establishes a strong brand, it creates a one-of-a-kind identity that separates it from its competitors. Customers see your identity through various channels, such as logos, slogans, and advertising campaigns. Over time, this consistent messaging helps to build brand recognition and awareness among consumers.
For instance, let’s consider the brand Nike. Nike’s iconic swoosh logo and “Just Do It” slogan are instantly recognizable to millions worldwide. Through years of consistent efforts, Nike has built a reputation as a leading sportswear brand, and its products are linked with quality, innovation, and performance. As a result, when someone is in the market for athletic shoes or apparel, they are more likely to consider Nike a top choice because of their awareness of their reputation.
2. Branding Establishes Credibility
Customers have access to more information than ever before. A well-established brand can help establish credibility and trust with its customers. By regularly delivering on their brand promise, small businesses can stand out from the field and set up a loyal customer base.
For example, think of the Nike “swoosh” logo. It is a simple yet recognizable symbol associated with quality athletic gear. When customers see this logo, they immediately know they are purchasing a Nike product and trust that it will meet their expectations. This trust is built on the quality of Nike’s products, the brand’s reputation, and the emotional connection it has with its customers.
When a business invests time and resources into building a solid brand, it is investing in the trust of its customers. By creating a consistent and reliable image, customers will feel confident in their purchasing decisions and be more likely to return in the future.
3. Branding Increases Customer Engagement
Digital marketing allows small businesses to engage with their customers in real time. Businesses can connect with their customers through social media, email marketing, and other digital channels, receive feedback, and build relationships. A brand can increase customer engagement by building a community around its products or services.
One way that Nike’s branding increases customer engagement is through its personalized email campaigns. By utilizing data on customers’ past purchases and browsing history, Nike can send targeted emails with product recommendations and promotions tailored to each individual’s interests and preferences. This personalized approach makes customers feel appreciated and understood, leading to higher engagement and sales.
Nike has a sizable following on social media, where it regularly posts visually stunning content that showcases its products and brand values. The company utilizes social media to engage with customers, respond to comments and messages, run contests and giveaways, and collaborate with influencers and other brands. These tactics foster a sense of community around the brand and encourage customers to engage more deeply.
Branding in digital marketing is crucial for small businesses to succeed. It helps build awareness, establish credibility, and increase customer engagement. By investing in your brand, your small businesses can create a foundation for growth and long-term success.
Digital marketing offers a wide range of tools and techniques that businesses can use to build their brand online. From social media and email marketing to SEO, there are numerous ways to reach potential customers and establish your brand in the digital world.
Need a hand with branding in digital marketing? Contact us today to learn how Fisher Green Creative can help grow your small business.
Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses. Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants. Connect with Jenny on LinkedIn or email.