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7 min read

9 Effective Digital Branding Strategies

Key takeaways

  • 1. Beginner-friendly branding strategies include creating a social media presence, investing in content marketing, and connecting with leads via email.
  • 2. Brands wanting to up their game will enhance their strategies with SEO efforts, video creation, and collaborations with influencers.
  • 3. Things like personalisation, automation, and data analysis will take branding strategies to the next level, providing greater B2C connections and user experiences.

Dig­i­tal brand­ing is about rep­u­ta­tion, per­cep­tion, and con­sumer opin­ions online.

How does your busi­ness come across online? How do cus­tomers expe­ri­ence your brand? What are peo­ple say­ing about it? What efforts have you gone to, to con­trol the narrative?

Not only must your busi­ness stand out from the com­pe­ti­tion, but it must also make a last­ing impres­sion on poten­tial cus­tomers. Brand­ing can cre­ate a spe­cial bond between busi­ness­es and cus­tomers, but it needs to be har­nessed care­ful­ly to be effective.

Dig­i­tal brand­ing con­sid­ers a wide range of efforts from the way you con­duct mar­ket­ing to how your busi­ness visu­al­ly presents itself. Any inter­ac­tion your audi­ence has with your busi­ness is an oppor­tu­ni­ty to con­vey your brand’s val­ues and its offer­ings. Opti­mis­ing dif­fer­ent touch­points and embark­ing on new strate­gies can cre­ate new pos­si­bil­i­ties for the suc­cess of your brand­ing efforts, increas­ing per­for­mance on sev­er­al fronts.

This arti­cle will explore sev­er­al strate­gies that will help your dig­i­tal brand­ing per­for­mance. From begin­ner-friend­ly tac­tics to advanced tech­niques, you’ll dis­cov­er a range of efforts you can imple­ment to strength­en your brand’s online pres­ence and rep­u­ta­tion. Read on to learn more.

9 digital branding strategies

Beginner-friendly strategies

1. Create a social media presence

Estab­lish­ing a con­sis­tent and engag­ing pres­ence on major social media plat­forms (e.g., Face­book, Insta­gram, Twit­ter, or LinkedIn) is a stur­dy way to strength­en your dig­i­tal brand­ing strat­e­gy. Social media efforts will help to ampli­fy your brand’s vis­i­bil­i­ty, fos­ter direct engage­ment with cus­tomers, and cre­ate a com­mu­ni­ty around your brand.

These ben­e­fits direct­ly link to increased loy­al­ty and reach, which can do won­ders for your sales and brand rep­u­ta­tion in general.

Suc­cess­ful social media strate­gies always have a con­sis­tent brand voice and visu­al style. Spend some time devel­op­ing yours, and then you can start cre­at­ing. Posts should be reg­u­lar and appeal to your fol­low­ers’ needs – con­sid­er whether they want to be informed, enter­tained, or inspired.

Don’t for­get to engage with your audi­ence through com­ments and direct mes­sages. This can make poten­tial cus­tomers feel spe­cial and demon­strate your busi­ness’s ded­i­ca­tion to excel­lent cus­tomer service.

Learn more about devel­op­ing a social media strat­e­gy by read­ing our in-depth guide.

2. Publish engaging content

Con­tent that is valu­able, rel­e­vant, and engag­ing is a well-estab­lished way to forge pos­i­tive con­nec­tions with poten­tial customers.

Dig­i­tal con­tent – such as blogs, info­graph­ics, or social media posts – can serve a wide range of pur­pos­es. Sim­i­lar­ly to the above, audi­ences may need your con­tent to be infor­ma­tive, enter­tain­ing, or inspir­ing. What­ev­er you choose, con­tent is an exten­sion of your brand and can illus­trate its mis­sion, val­ues, or credibility.

If you’re just get­ting start­ed on your con­tent mar­ket­ing jour­ney, you might like to learn about ever­green con­tent – a cost-effec­tive approach.

To make a con­tent strat­e­gy suc­cess­ful, you’ll like­ly have to engage in some key­word research and hire some experts. Read our in-depth guide to con­tent to learn all the details.

A huge part of con­tent mar­ket­ing is opti­mis­ing it for SEO. How­ev­er, embark­ing on this will com­pli­cate your strat­e­gy so we’ve placed it in the Inter­me­di­ate sec­tion of this article.

3. Reach audiences through email

Email mar­ket­ing is anoth­er excel­lent way to con­vey your brand to your audi­ences. Not only can emails con­vey impor­tant infor­ma­tion about trans­ac­tions and dis­counts, but they can also dis­trib­ute con­tent, com­pa­ny val­ues, com­pe­ti­tions, loy­al­ty pro­grams, free­bies, and much more.

Cre­at­ing a reg­u­lar newslet­ter is a con­fi­dent way to stay in touch with your audi­ence, com­mu­ni­cate your brand­ing, and con­trol the nar­ra­tive of your busi­ness. Suc­cess­ful email mar­ket­ing efforts always have strong sign-up incen­tives – such as a first-time dis­count or free­bie. Fur­ther­more, it’s a good idea to per­son­alise your emails and include clear calls to action.

Seg­men­ta­tion is an effec­tive approach to email mar­ket­ing, which involves divid­ing your email list into dis­tinct groups based on spe­cif­ic cri­te­ria such as demo­graph­ics, pur­chase his­to­ry, or engage­ment lev­el. By cre­at­ing tai­lored mes­sages for each seg­ment, you can increase

rel­e­vance and effec­tive­ness as recip­i­ents receive con­tent that direct­ly res­onates with their inter­ests and needs.

Email mar­ket­ing is also enhanced by per­son­al­i­sa­tion – lever­ag­ing cus­tomer data to cre­ate dynam­ic con­tent that changes based on user behav­iour and preferences.

For exam­ple, you can include prod­uct rec­om­men­da­tions based on past pur­chas­es, tai­lor mes­sages to spe­cif­ic loca­tions, or adjust email con­tent accord­ing to the recip­i­en­t’s brows­ing his­to­ry. Per­son­al­i­sa­tion enhances the cus­tomer expe­ri­ence by deliv­er­ing rel­e­vant, time­ly con­tent, which increas­es engage­ment and con­ver­sion rates, and helps build stronger emo­tion­al con­nec­tions with your brand.

To kick­start your efforts con­fi­dent­ly, read our in-depth guide to email newslet­ters. Plus, you’ll want to learn about the email mar­ket­ing KPIs you should be track­ing for your strat­e­gy to thrive.

Intermediate strategies

4. Refine visibility with SEO

SEO efforts will com­ple­ment your brand­ing strat­e­gy by improv­ing vis­i­bil­i­ty, trust­wor­thi­ness, and site author­i­ty. Improved SEO per­for­mance will make it eas­i­er for poten­tial cus­tomers to find and recog­nise your brand. Plus, good results in the SERPs will enhance your brand’s cred­i­bil­i­ty, con­tribut­ing to a stronger brand reputation.

There are sev­er­al things you can do to improve your web­site’s SEO, including:

  • Reg­u­lar­ly updat­ing your web­site with new and high-qual­i­ty content.
  • Con­duct­ing key­word research and using opti­mal search terms in webpages.
  • Build high-qual­i­ty backlinks.
  • Improv­ing web­site security.
  • Enhanc­ing site load­ing speed.
  • Improv­ing your web­site’s nav­i­ga­tion so that vis­i­tors can find infor­ma­tion easily.
  • Includ­ing clear CTAs on web­pages to guide users towards desired actions.
  • Improv­ing site respon­sive­ness across all devices and mobile friendliness.

To learn how to con­duct your very first SEO web­site audit, read our guide here.

As men­tioned above, the rela­tion­ship between SEO and con­tent mar­ket­ing is strong and they can both be used to improve your brand­ing strat­e­gy. Read this arti­cle to learn how to write the best arti­cles for SEO and this one if you want to opti­mise the con­tent already on your web­site.

5. Collaborate with influencers

Anoth­er inter­me­di­ate way you can ele­vate your dig­i­tal brand­ing strat­e­gy is through col­lab­o­ra­tions with influ­encers. Part­ner­ing with influ­encers in your indus­try will help expand your reach and solid­i­fy your brand’s credibility.

Make sure you iden­ti­fy influ­encers who align with your brand val­ues – you don’t want to select some­one who could dam­age your brand’s rep­u­ta­tion. Con­sid­er var­i­ous col­lab­o­ra­tion types, such as spon­sored posts, prod­uct reviews, give­aways, and takeovers. Each type offers dif­fer­ent ben­e­fits and lev­els of engage­ment. Spon­sored posts can increase brand vis­i­bil­i­ty, while prod­uct reviews pro­vide social proof.

For more authen­tic engage­ment, you might like to start your work with micro-influ­encers, as these net­works con­tain high­ly engaged leads with niche interests.

Learn all about influ­encer mar­ket­ing by read­ing this article.

6. Get creative with videos

Video mar­ket­ing is a fresh and excit­ing way to get your brand out there. Shar­ing con­tent on plat­forms like YouTube, Tik­Tok, and Insta­gram can con­nect your com­pa­ny with niche leads and demon­strate your brand val­ues in unique ways.

Like oth­er forms of con­tent, videos can con­vey infor­ma­tion, pro­vide enter­tain­ment, inspire con­sumers to take action, or com­mu­ni­cate your brand’s sto­ry. Videos such as tuto­ri­als, behind-the-scenes con­tent, cus­tomer tes­ti­mo­ni­als, and com­e­dy sketch­es can all show your brand in dif­fer­ent lights. These efforts can be opti­mised for SEO, also, with atten­tion to video titles and descriptions.

You might like to expand your video strat­e­gy by explor­ing var­i­ous con­tent types such as explain­er videos, prod­uct demon­stra­tions, live streams, and user-gen­er­at­ed con­tent. Explain­er videos can sim­pli­fy com­plex top­ics, prod­uct demon­stra­tions show­case fea­tures, live streams engage leads in real-time, and user-gen­er­at­ed con­tent helps to build trust.

Don’t for­get to include a clear call to action (CTA) in your videos to guide view­ers on the next steps, whether it’s vis­it­ing your web­site, sub­scrib­ing to your chan­nel, or pur­chas­ing a product.

Read our in-depth guide to video con­tent here and learn more about track­ing the per­for­mance of your videos from this arti­cle.

Advanced strategies

7. Utilise data and analytics

To take your dig­i­tal brand­ing strat­e­gy to the next lev­el, you can start focus­ing on refin­ing your efforts and mon­i­tor­ing per­for­mance. Using advanced ana­lyt­ics tools can help track how audi­ences are respond­ing to your brand, analyse cus­tomer behav­iour, and offer insights into improv­ing your campaigns.

For exam­ple, some­thing like sen­ti­ment analy­sis can help deter­mine the tone of online com­ments – reveal­ing how peo­ple feel about your brand.

Numer­ous tools can help analyse the per­for­mance of your efforts – whether it’s email, social media, or web analy­sis. While behav­iour­al analy­sis can help you under­stand pat­terns and how users are inter­act­ing with your brand, seg­men­ta­tion can pro­vide ways to tai­lor your mar­ket­ing efforts to spe­cif­ic demographics.

If you’re going to mon­i­tor the per­for­mance of your efforts, inevitably, you will also adapt your strat­e­gy as insights emerge. It’s rec­om­mend­ed that you test dif­fer­ent approach­es (e.g., with some­thing like A/B test­ing) and exam­ine the data for any sig­nif­i­cant changes.

This way, you can be sure of how audi­ences are respond­ing to your brand­ing efforts and be con­fi­dent in your decisions.

8. Leverage personalisation and automation

Per­son­al­i­sa­tion is cru­cial in brand­ing because it enhances cus­tomer engage­ment by build­ing stronger emo­tion­al con­nec­tions, increas­ing cus­tomer loy­al­ty, and dri­ving high­er con­ver­sion rates. Brands that dis­trib­ute per­son­alised con­tent and offers will dif­fer­en­ti­ate them­selves in a crowd­ed mar­ket and fos­ter deep­er rela­tion­ships with their audience.

Numer­ous tools on the mar­ket can help with per­son­al­i­sa­tion efforts, help­ing busi­ness­es to do so at scale. These tools also offer automa­tion, which can stream­line your work­load, mak­ing new brand­ing strate­gies eas­i­er to execute.

For automat­ing and per­son­al­is­ing email mar­ket­ing efforts, we’d rec­om­mend tools like Mailchimp and Active­Cam­paign. For com­pre­hen­sive automa­tions, CRM sys­tems like Hub­Spot and Sales­force are preferred.

For automat­ing mar­ket­ing efforts over­all (email, social media, lead man­age­ment etc), you should con­sid­er tools like Mar­ke­to, Par­dot, Hoot­suite, or Buffer.

These tools will allow you to per­son­alise user expe­ri­ences based on their behav­iour and pref­er­ences and make your mar­ket­ing efforts faster. To learn how oth­er busi­ness­es have used automa­tion to trans­form their oper­a­tions, read this guide.

9. Reach customers seamlessly over multiple platforms

Omni-chan­nel mar­ket­ing is a way you can ensure brand con­sis­ten­cy across your web­site, mobile app, social media accounts, and email mar­ket­ing materials.

Cre­at­ing a seam­less and inte­grat­ed expe­ri­ence for leads across your many dig­i­tal touch­points enhances cus­tomer sat­is­fac­tion, builds trust, and rein­forces brand iden­ti­ty, lead­ing to increased loy­al­ty and engagement.

By inte­grat­ing var­i­ous chan­nels (online and offline), brands can meet cus­tomers wher­ev­er they are, pro­vid­ing a cohe­sive and con­ve­nient expe­ri­ence that strength­ens their over­all per­cep­tion and rela­tion­ship with the brand.

You can cre­ate a seam­less expe­ri­ence in sev­er­al ways:

  • Main­tain a con­sis­tent visu­al iden­ti­ty, includ­ing colours, fonts, and imagery, across all mar­ket­ing mate­ri­als and platforms.
  • Ensure your brand voice and mes­sag­ing are uni­form across all plat­forms, includ­ing social media, email, web­site, and phys­i­cal shops.
  • Use inte­grat­ed sys­tems and plat­forms that allow for smooth tran­si­tions and inter­ac­tions between dif­fer­ent channels.
  • Coor­di­nate pro­mo­tions and offers across var­i­ous chan­nels to pro­vide a uni­fied shop­ping experience.
  • Offer con­sis­tent, high-qual­i­ty cus­tomer ser­vice across all touch­points, ensur­ing issues are resolved quick­ly and effectively.
  • Ensure your mobile expe­ri­ence is as robust and user-friend­ly as your desk­top and in-shop experiences.

Final thoughts

Enhanc­ing your dig­i­tal brand­ing strat­e­gy is cru­cial for build­ing a strong, recog­nis­able, and trust­wor­thy online pres­ence. By imple­ment­ing strate­gies that con­sid­er the needs, pref­er­ences, and behav­iour of leads, you can effec­tive­ly con­trol your brand’s nar­ra­tive, fos­ter cus­tomer loy­al­ty, and stand out in a com­pet­i­tive dig­i­tal landscape.

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