All too often businesses view their brand as this nebulous concept instead of the literal face of their company. However, experts agree that if you want sustainable growth for your business, you need brand awareness.
Your brand is both the first impression a consumer gets of your business, as well as a constant reminder of your presence. That’s why if you’re serious about scaling awareness for your company, you need to invest in digital brand management.
But what is digital brand management? And how do you go about developing it? If you want to discover the answer to these questions and more, you’re in the right place. This guide will give a brief crash course on this important marketing concept.
What is Digital Brand Management?
Digital brand management can be thought of as your overall strategy on how to influence potential consumers with your brand. It can also include any policies or plans you might have for running your digital brand.
These strategies can use a variety of different channels to promote your specific strategy. Some common ones include:
- Social media
- Search engines
- Websites
- Applications
- Paid advertisements
- Blogs
- Any other digital platforms that might be relevant to your brand
Without digital brand management, your brand can lack consistency across its specific messaging. This, in turn, can cause a lack of traction when it comes to your marketing goals.
If you can’t attract and retain customers, your business is going to starve. By carefully planning your digital brand management, you can make sure your company is always in a state of growth.
Digital brand management doesn’t just help with awareness, it can also influence the perception of your business. If people think your brand is professional, credible, funny, authoritative, or high quality, they’ll be more likely to repeat business with you.
How to Develop Your Digital Brand Management
Digital brand management is going to look different for different businesses. A small mom-and-pop shop likely isn’t putting the same resources into this management as say a massive corporation like Coca-Cola.
That being said, regardless of your size, there are some best practices that you can implement into your specific strategy to influence customer intent. In this section, we’ll be going over some of them.
Find a Target Audience
Finding your target audience, or the demographic that’s most likely to engage with your products and services, is vital for developing a brand. It shows you which group you should be catering both your design and content toward.
For example, if your target audience is Gen Z teens, you want to make sure your brand identity is bright and vibrant. You want to utilize the latest tech and design trends to appeal to this base.
On the other hand, if your target audience is males over the age of sixty, you want to make sure your brand is streamlined and minimalist.
By identifying your target audience, you can make your brand management much more effective.
Develop a Brand Identity
Without a solid brand identity in place, any management strategy is going to quickly fall apart. Your brand identity is the physical face of your company. It includes visual elements, like a logo, color palettes, and fonts.
However, it also includes the way your brand presents itself. Will you be funny and light with your brand communications, or serious and informative?
Once you’ve established your brand identity, we recommend recording all of them in a guidebook. That way, whenever new employees work on a project, they understand all of the style and design requirements for your brand.
Create Compelling Content
There are multiple ways to establish your brand as an authoritative presence in your business. One of the most effective ways is to create compelling content that provides real value to your consumers.
For example, let’s say you’re a plumbing business. You might create a comprehensive blog post on how to fix some common drain problems. But wouldn’t that render your plumbing services useless if you teach someone how to do it DIY?
It’s important to not approach marketing from this scarcity mindset. The reality is that a vast majority of readers might read your tips, decide they can’t do it themselves, and then contact you to do it for them.
Or, they might fix the problem themselves. Then, when a problem they can’t handle comes up, they might remember how helpful your content was and reach out to you.
By creating compelling content, you establish yourself as an expert in your field. However, remember that it’s not enough just to create the content.
The reality is that if you aren’t utilizing the latest SEO trends, there’s a good chance your blogs, videos, or guides will get lost in the sea of content. So, make sure you’re doing everything you can to put it in front of the eyes who need to see it.
Utilize Social Media
You want your digital brand management strategy to reach your audience where they’re at. These days, that’s on social media.
One study found that seven out of ten people regularly use social media. And it’s not just young people who use the platforms these days; almost everyone wants to connect with these platforms. As such, any effective digital brand management strategy is going to involve social media.
Whether that’s making funny TikToks or simply using Facebook for customer service depends on your business. However, remember that social media can make it feel like people are interacting with your business.
Ready for the Digital Brand You Deserve? Contact Red Stone Studio
We hope this guide helped you learn more about digital brand management. As you can see, without this important form of management, it’s easy for your brand to become inconsistent.
Whether that’s in the appearance or the message itself doesn’t matter. It can create confusion for your consumers regardless. That’s why it’s important to work with a professional digital marketing agency, like Red Stone Studio.
We work with you to develop tools and branding that aren’t only consistent but also effective. So, if you want to learn more about the customized services you can get with us, contact Red Stone Studio today.
