Traditionally, branding is the process of building brand awareness in the minds of consumers. With the development of new technologies, branding techniques are evolving. This does not mean that the old ones are becoming obsolete, but that the new ones are building on these principles.
When a new product appeared on the market a dozen or so years ago, we prepared a complete visual identity for it, including elements such as logo design, product packaging design, service presentation (e.g. printed catalogue), leaflets, invitations and gadgets. Today, these elements still form the basis, but branding has expanded several times over. Companies competing for the attention of consumers must focus on the details in presenting their brand. For example, logos appear at almost every stage of production, presentation and sale of a service or product. Branded pallets on which goods are transported, sophisticated gadgets with the customer’s logo (not just mugs or pens), modern sales support presentations – this is our everyday work. To this we must add the image on the Internet. All the elements that influence a company’s image on the Internet (and it should be remembered that the Internet also serves as a description of offline reality) are referred to as e-branding.
E-branding is not only for those who base their business on the Internet (e.g. e-shops). Research shows that we are increasingly using product descriptions, reviews and price comparison websites, even when we are in a shop and holding the product in our hands. This means that purchasing decisions are also influenced by the company’s image on the Internet.
The logo as the most important element of branding and e-branding
A logo cannot be a random symbol unrelated to your company’s profile, goals and values. A logo is a showcase, but above all, it is a message. What characteristics do you want to be associated with? What image of your company do you want to create in the minds of your audience? The logo design should be based on the brand strategy – shapes, colours, font, slogan and the idea behind the symbol are all detailed messages addressed to a defined target group.
Why is a logo so important?
- It is often the customer’s first contact with the brand.
- The logo is placed on almost all advertising and information materials.
- a logo carries a message – how do you want to win customers if you don’t communicate with them properly?
- The logo is an element of identification – working on its recognisability and positive perception is the first and fundamental step towards good branding.
Where does the logo appear on the internet?
- website
- Landing page
- advertising banners on Google and social media
- Online presentations
- case studies and product presentations
- company pages on social media – at first glance, profile photos (or background photos, as on Facebook), and further (but equally important) graphics, photos, infographics and videos published on social media
- if you take care of proper PR – in online media
Website appearance and functionality
Have you ever judged the quality of a company’s services based on the appearance or functionality of its website? It’s no secret that we do this in a matter of seconds. Websites that do not attract with their modern design, and whose content is characterised by shortcomings in the implementation of basic design principles (including UX and RWD) have the highest bounce rates and very poor results in terms of time spent on the website.
What can you do to ensure that your website builds a positive image for your company?
- Develop a good domain name that will not mislead the recipient, will indicate the profile of your business or will be clearly associated with your company.
- Ensure that the website is intuitive (menu structure, appropriate call-to-action buttons).
- Test the website for UX.
- check that all functionalities work correctly (newsletter subscription, file downloads, video playback, contact form, etc.)
- Ensure that the website is responsive, focusing in particular on the mobile version, which is becoming increasingly important due to the ever-growing mobile traffic (smartphones, tablets).
Consistency of branding materials
To build a positive and lasting brand image, you need to speak the same language everywhere and at all times. Your website, complete visual identity, and promotional materials (printed and online) should be immediately associated with your company. Often, the perception of a brand without an established and strong market position is based on associations. An example? When a user sees an advertising banner, they remember that they have seen a graphic design in a similar style elsewhere on the web (e.g. on Facebook). Intrigued by the similarity, they click on the banner and are taken to a website built in the same style. A consistent message repeated several times increases the likelihood of remembering the brand, and evokes positive associations: transparency, order, attention to detail. Before you start building your website, take care of the visual identity design, and only after developing these materials and creating the website, create materials for online promotion.
Social media communication and information marketing
Social media is not just a company page on Facebook. Before you set up accounts and plan your social media activities, prepare a communication strategy. This is a document that will guide your communication with customers – it defines the image you will build, the frequency and forms of communication, and the channels.
Remember that each social media platform has its own function, and your presence on it should be based on your strategy. If you want to become an authority in your industry and educate your audience, consider starting a vlog on YouTube and planning a series of articles on your blog. If you can include your services in a portfolio, consider using Instagram, Pinterest or Behance.
What elements make up customer communication:
- all content on your website
- advertising slogans in campaigns
- blog articles
- content of posts and descriptions of projects on social media
- comments and dialogues conducted on social media
- newsletter content
- email communication
The information about your products or services deserves special attention. Treat the “Services” tab on your website as the most important one – its content can encourage or discourage customers from choosing your company as a business partner.
Talk about your services clearly and comprehensively, and use the language of benefits – what will the customer gain if they purchase your product? What problem will it solve? Show them that your services are the best way to eliminate all kinds of problems.
Before making a decision, customers like to receive confirmation that it is the right one. Branding also includes assurances in the form of references, Facebook reviews or descriptions of cooperation with well-known brands. If other significant players on the market have trusted your company, why should a new customer hesitate? There is no reason!
For communication to have a positive impact on your company’s image, you need:
-
- a good copywriter
- a creative and experienced social media specialist
- a content marketing specialist with practical knowledge of information marketing
- Or, of course, a marketing agency that will do all this for you 🙂
Customer service
Finally, details that are worth taking care of when it comes to customer service. Unfortunately, this is still an issue that many companies struggle with. Does your company have customer service procedures in place? How quickly should the first contact be made after receiving an enquiry? How long should it take for the customer to receive a reply to their email? When to call, how to write and how to handle contact forms, chats and social media message boxes? These are details that need to be planned very carefully, because even the slightest ambiguity in communication can undermine trust.
Here are some tips on what details to take care of:
- create procedures for the sales department regarding sending emails, making phone calls and arranging business meetings
- identify and train all persons who have contact with customers in communication strategy
- design email footers for each of these people
- in lead campaigns, ensure clear messages confirming the completion of an action (e.g. sending a form)
- design a newsletter for customers (both in terms of graphics and message planning)
Summary
We don’t want to scare you, but these are just some of the components of e-branding. Every message – visual, textual or behavioural – can affect your company’s image. Know that you can control this if you have the right team of specialists, your own market analysis and a specific target group profile. If you do not have resources in any of the areas of e-branding described in this article, please contact us.
