Online Branding ServiceA company's website is its first impression. The successful online marketing and branding campaign that follows is the company's chance to take website viewers and turn them into loyal customers. Our online marketing and branding services will help you to present your company in a positive, authoritative and winning fashion to potential customers.
- Website performance: We examine every facet of your website, including URL composition, short meta tags, keyword use, load time, linking, content creation, click-through ratings and distribution reach.
- Social media connections: We help you to connect your website to all of your chosen social media platforms. Once the site is connected, we will analyze results, suggest improvements to campaigns, and help you to capitalize on the social media market share.
- Stay on top of conversations about your industry and company.
Online Branding ProcessOur Online branding process ensures that your business gets a social media marketing campaign specifically tailored to your business' goals.
Understanding & Discovery
Every branding process should include some aspect of discovery. It’s not just important for a branding consultant or agency to better understand who you are, but it’s also for you to better understand who you are, even if you think you know
How we talk and what we assume about ourselves is frequently very different from how our customers talk about us or what they know. And ultimately they are who will define your brand, we just want to help shape it in their minds.
In addition to customer research, the discovery stage may include conducting a brand audit to benchmark your current state; and examining your corporate history and culture, industry environment, competitor landscape, reason for being (mission), and plans for the future (vision). If you have strategic documents like a business plan or results of a customer satisfaction survey, you’ll have a leg up.
Articulating & Clarifying
This stage is the key to your new brand definition or brand evolution. It’s where we look at you in comparison to your competitors and define your unique value proposition: the description of the unique benefit you provide. It’s what sets you apart from the competition and guides your outreach through branding, marketing, and messaging.
This is where the data and context you’ve gathered gets distilled and turns into words and strategy to shape where the business is now and where it is you want to go. It’s where we try to articulate “squishy” things (like values and corporate personality attributes) into real words and strategic statements, refining the choice of words to make them the most accurate and powerful.
It’s where we look at all your audiences (not just customers) and figure out what’s important to them. And it’s where we tease out your competitive advantage.
Identifying & Creating
This is the “fun” and creative stage of expressing your personality and positioning. It’s no wonder most people want to jump straight here without doing the introspective homework of brand strategy . But without doing the homework, what is it based on? It’s likely just an esthetic exercise.
But with the articulation, positioning, and differentiation done and consensus on what the company or organization stands for, all of these creative assets can be that much more descriptive, powerful, and strategically aligned.
The logo becomes just the tip of the iceberg of deep meaning throughout the organization; the tagline expresses a significant point of your value proposition; and the visual style and copy voice and tone are all cohesive to your values and brand personality. Everything is working together now toward a common goal. And it’s possible that your new clarity reveals that, to be true to your brand and value proposition, you need to fine-tune or even redesign some of your products and services.
Positioning & DifferentiatingThis stage is the key to your new brand definition or brand evolution.
It’s where we look at you in comparison to your competitors and define your unique value proposition: the description of the unique benefit you provide. It’s what sets you apart from the competition and guides your outreach through branding, marketing, and messaging.
An articulated value proposition, along with your other strategic statements, becomes a roadmap or “true north” to guide you in business decision-making and evaluating your future opportunities.
Analysis & ReportingProvide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results
This is where the pedal hits the metal in building out and activating your new brand. Some of the obvious applications are designed deliverables like websites, signage, business cards, and packaging. However some of the most critical to the success of your business are things like shaping employee behavior and the actual customer experience. These are things that are only tangentially affected or enhanced by your logo and color choice, but hugely impacted by your earlier articulation of core values, personality attributes, and competitive advantage. Likewise, the messaging, strategy, and content of your brand identity likely play a more powerful role in shaping word-of-mouth, video, social media, and public relations than design or your logo will.
These five stages are each critical to building your final brand strategy and brand identity. Unfortunately, most people spend much more time on the last two stages and sometimes totally ignore the truly powerful and business-shaping aspects of Stages 1 through 3. When great strategy and articulation informs creativity, and when your value proposition and messaging are designed to benefit and resonate with your customers, the light bulbs really start to go on across the organization and with strategic partners. And more importantly, with customers.