YOUR DIGITAL BRAND | Why is it Important?

Updated: May 23, 2023

Marketing can be overwhelming, especially for a small business that has higher priorities on their list. It can be easy for a business to put their marketing needs on the back burner and only work on it when they have some spare time. However, that often means that small businesses neglect their brand image and aesthetic. Believe it or not, your business's digital brand is a huge part of marketing! It will be a stranger's first impression when they find your business online, so it should not be neglected!

Brand image can truly make or break a business, and with a huge shift to visual marketing, aesthetics are more important than ever. The visual content connected to your brand should be meaningful and relevant to the message you are trying to send to your audience.

WHAT IS A BRAND?

Your brand is your business’ identity.

A business should have an aesthetic that suits their brand. It should represent the company, their values, and be unique. It does not have to be complicated, just consistent across all platforms. There are a few things to consider when looking to develop your business’ digital brand.

BE UNIQUE

It is totally okay to be inspired by other businesses. If you like a certain font they use or a color from their color palette, use it as inspiration! Of course, do not copy what they use exactly, but it is great to have several ideas in mind from other brands you like and admire. Pinterest would also be a great place to look for fonts or to create a mood board, there are so many great ideas out there! As for a color palette, Coolors is a great website that will help you generate the perfect combination if you are struggling to find colors that complement each other. Whether you go for the classic neutrals, bright bolds, or different shades of the same color, it should be unique to your business and represent it well.

FLOW

Your aesthetic and overall look of your business should flow in all aspects. You need to pick a look for your business that will be appealing to the eye and easy to follow. It shouldn’t be too busy, cluttered, or distracting. But, this does not mean that you need to be boring with your brand! It just means that your fonts should be legible and the colors should have plenty of contrast (ex: using black font on a white background rather than a yellow font on a white background.) It should be visually pleasing and content should be easy for the audience to understand. Your brand’s flow also plays into advertising your brand. With a solid brand in place, advertisements will be much easier to create an effective campaign because you already have a solid starting point.

CONSISTENCY

Ensuring your aesthetic is consistent across all platforms is arguably one of the most important parts of creating a digital brand. Consistency is key! For example, if you decide to go with a retro style for your logo and website, your Facebook page and Pinterest should reflect that as well. All social media pages, websites, advertisements, business cards, and emails should all have similar elements that clearly reflect your brand. Take a look at Ezer’s brand, for an example of consistency from the website, to the Instagram account.

Keeping all platforms consistent will help strengthen your business’ brand and establish a strong group of clients who know exactly what your business is about. Consistency builds trust with customers. When consistency is evident, people know exactly what to expect from your business. This will lead to customer loyalty.

KNOW YOUR AUDIENCE!

When it comes down to it, a brand's visual elements are important, but a business is nothing without their audience. Your brand should be focused on what your business is all about and what makes you stand out from the competition. Want to know how to identify competitors? Read Who Is Your Competition, to learn more..

Finally, core values and your mission statement should correlate with how customers feel when they are on your website or social media pages. You want your visual content to reflect the brand so you can build that trust with customers.

Being unique, making your content easy to understand, being consistent, and catering to your audience will truly help establish your brand. Here at Ezer Digital Consulting, we understand that this is a time consuming aspect of running a small business, so we are here to help!

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