First some definitions
There are a lot of marketing terms out there that seem to overlap, or complicate things. So before we talk about how to do digital brand management, let’s talk about what it is.
Branding
The colors you choose in your logo, the name of your company, and the words you use all create an impression that is your brand.
The purpose of branding is to be intentional about these choices in order to create a specific impression.
Want more details? Poke around here.
Digital Brand Management
Digital brand management is about creating a consistent impression of your business across online channels. Whether someone interacts with your website, follows you on social media or receives your emails, they should have a consistent experience. That means the same colors, image style and tone of voice everywhere.
Let’s imagine for a minute that you stumbled across a company on Facebook. Their snarky tone and bright images had you intrigued, so you popped over to their website. There you found a whole lot of technical jargon and the same stock images you see everywhere.
You may start to wonder if you’re in the right place, because the boring corporate feel of the website seems nothing like the fresh company you had seen on Facebook.
Whether you realize it or not, this type of experience erodes trust because you have no idea what to expect from the company. In fact, your initial interested in the company has waned because you have no idea what they’ll all about.
That’s a lost opportunity.
Think about the last few times you posted on social media. Maybe one time you used a template on Canva to create an image, and another time you grabbed a photo from your website.
This is totally reasonable, but go look at your posts together. Do the images have anything in common, or are they totally different styles?
It’s hard enough to keep a consistent image style in your social media posts, much less carrying that same style to your website and email newsletter.
It takes a conscious effort to create a brand, and you must be intentional about everything you do.
That’s hard on its own, but can feel nearly impossible when you’re chasing your tail to keep up with business.
You could hire a marketing manager to focus on the things you can’t, but that takes budget. Plus it may be hard to find someone who can look at things at the strategic level, but is also willing to take on the details.
Or you could work with Social Light.
Our team includes people with expertise in marketing strategy, graphic design and creative content. We can help you build a brand, and ensure that all your marketing efforts stay true it.
Want to talk options? Let’s find a time to chat.
-Jaimi Jones