No matter where a consumer turns to, whether it is Facebook, Instagram, OTT platforms, or random websites across the internet, there are ads everywhere. Digital media is the largest advertising platform today, increasing the need for making yourself stand out amidst the sea of competitors. This is why having a strong digital identity is essential to all companies, no matter how big or small your company is. So, how do you build a strong digital identity?
What Constitutes A Company’s Digital Identity
Your company’s digital identity rests on several factors, all of which have to be consistent. These include your corporate culture, your company’s visions and goals, branding elements like the logo, website and social media posts, product packaging and just about everything else associated with these.
Step 1: Look At Your Competitors
Chalk out some time to look at what your competitors or leaders in your niche are doing. What is their digital identity that makes them stand out? What are they doing wrong? These answers can help you get insights into your brand and things you need to work on.
Step 2: Define Your Brand’s Voice
Think of your brand as an individual with a unique persona. If this person had a voice and an opinion, what would they stand for? How would they talk to their customers? Your digital identity should be a reflection of this individual and should remain consistent across the organisation.
Step 3: Create a Visual Identity
You know how they say, “you never get a second chance to make a first impression”? Having a strong visual identity is crucial to make the best first impression. Customers usually come across your brand through visual media. In a world with so much scrollable content, being able to catch a customer’s attention and send your message across in those few seconds before they scroll past it is the most important step.
A strong visual identity begins with having a strong branding strategy. The typography, colour scheme and overall look of your brand elements should reflect your company’s values.
For example, Subway, the sandwich franchise, uses a lot of yellows and greens in their marketing materials. These colours represent nature, thus emphasising the natural and fresh options that they offer.
Step 4: Establish Your Identity
Once you can define all the aspects of your digital identity, it’s time to grow brand awareness and strengthen the identity. This includes making your digital presence felt across multiple platforms and channels. Have a well-defined digital marketing and PR strategy to place your ads in the right media channels.
Step 5: Improve Your Identity
As you communicate with your desired audience, gauge their engagement and response to understand the range and limitations of your digital identity. As you recognise patterns in customer engagement, refine your ads while still delivering on your digital identity. This can keep you on your toes, as customer response is highly unpredictable. But if this is what it takes to keep your brand relevant, then you have to do it!
Need help in building your digital identity? Put Soar Media to the task!