Whether you’re a large company or a small online entrepreneur, you need to invest some time and money in branding. In the end, this is the best way to differentiate yourself from the competition and create a solid basis for your business.
Obviously, the easiest way to improve your branding is by paying for digital PR services. This will save you a headache in the long run. However, responsible entrepreneurs should at least get a grasp of the basics. You can’t always rely on your PR team, right?
To help you out, we’ve decided to share 5 secrets of perfect online branding. These are universal, actionable tips that any type of company can benefit from.
1. Create a powerful mission statement
Anyone can tell you that the mission statement is the most vital document that your company will ever create. Why? Because it tells the general public about your company, thus making it easier to conduct business.
Most experts agree that an excellent mission statement should consist of three unique elements:
- Values and goals important to the company
- Ideal target demographic and market
- The direction in which the company is heading
The mission statement is essential for all stakeholders. They are a good reminder of the organization’s goals and values for management and workers. Mission statements are even more valuable to clients as they are an indication of the things that the company stands for.
This is such an important document that even banks and investors take into consideration when putting down their money.
2. Differentiating your business
One of the hardest things is differentiating your company from the field. There are probably a lot of businesses within your line of work, and it’s tough to create something totally unique without looking fake.
If you can’t offer anything unique to your customers, there’s no point in even registering a business. Most entrepreneurs think that the price is the best way to stand out. However, there are many other things that you can do differently.
For example, you can offer a unique product or service features. You might create a new niche that didn’t exist before, or you might bedazzle stakeholders with your unique business views and goals. Whatever the case might be, it should be appealing enough to sway customers from other brands toward your organization.
3. Create an awesome logo
In most cases, your logo is the first point of contact with potential customers. Some of the best logos are so memorable that people remember them by heart.
In a way, the brand logo should be your business card. Even if a person has never heard of you, they should easily figure out what kind of industry you’re in. Gatorade is an excellent example of that, as you can easily discern that this product has something to do with energy. LG’s logo, on the other hand, indicates that the company is in the tech business.
Companies also send messages with shapes and colors. The unwritten rule of logo creation is to use green for eco-companies, yellow for energy, and blue for high-tech and healthcare, but there’s much more to it than this.
Some organizations do an excellent job with just shapes. A good example of this is Gillette, with its razor-edge lines foreshadowing its product line.
4. Focus on your website
Nowadays, most people check a company’s website before purchasing its products and services. So, it’s crucial to create a pleasant virtual experience.
The website can tell a person a lot about your organization. If it’s sloppy, this is a good indication to stay clear. On the other hand, a fast-responding, mobile-friendly website with a polished design is the best way to make the first impression.
Your website can also serve as a basis for all the marketing efforts. Well-made sites with intriguing blog sections usually perform better in search engines and tend to get more visitors.
5. Connect through social media
Even if you have a fantastic website, you might still struggle to acquire clients. The reason being is that you can’t establish direct contact with people interested in your brand. This is where social media comes into play.
An excellent thing about Facebook, Instagram, and Twitter, is that it allows companies to interact with stakeholders in an informal way. Like the website, they are the mirror of your organization’s goals and values, which is why you need to be extra careful when posting stuff online.
Social media interaction tells the audience a lot about your company but, more importantly, about your employees. Are you jovial and lighthearted? (like Wendy’s) Perhaps you’re critical, but just? Whatever you do on social media, make sure to send the same message all the time. Otherwise, your loyal customers might get confused.