What Should be Included in a Branded Web Strategy?

Your brand is your bread and butter in digital marketing. It is the way consumers will recognize you above the rest of the competition and what will trigger an emotional reaction whenever they see your logo, colors, or design.

When you start looking at small business branding agencies, you need to ensure they are extending your brand identity across this new and powerful platform. Here are a few key factors that should be included in your branded web strategy.

It Starts with Website Design

Your online presence will depend on your website design. Consumers want an easy-to-navigate website that loads quickly and has highly engaging content. The majority of online shoppers are using their mobile devices to view your website. This all means that the look, usability, mobile responsiveness, and layout format of your web design matter a great deal if you are going to engage with your customers.

Make sure your brand style guide is being carried over to your website. This can include your colors, logos, catchphrases, and themes. You want your past, current, and potential clients to immediately recognize who you are and what you have to offer once they visit your site.

Brand Continuity

Developing a strong branded web strategy is the perfect opportunity to double-check that your online contact information and location data are accurate. It is really common for one social media account to have your old logo compared to the rest of your content. That can get confusing for consumers. Using a strong signature color alone can increase your brand recognition by over 80%.

You want all your digital marketing and identifying information to be universal regardless of the platform. The easier you make it for your clients to see it is you they are dealing with, the better you will grow that relationship. You want to evoke familiar emotions of trust, reliability, and comfort, so they will be encouraged to purchase from you again.

Branded Content Strategy

Once you have a universal brand identity and a new website designed platform for visitors to browse your products and services, it is time to maintain and grow engagement. That begins with having a solid content calendar in line with your brand identity. For example, if you are an adventure company that sells merchandise, you’re going to want outdoorsy photos and videos. If you are a wedding company selling the little figurines on the tops of cakes, you want a lot of product photos with uplifting colors.

Consumers want to feel they are part of your brand experience. They want content that educates them about your product or process supported by highly visual media they can share with friends and family. Having a content calendar that includes posting at least once per day will help you on your way. Remember, you do not have to post to all social media platforms besides your website. We suggest focusing on the 1-3 platforms that work well for your brand.

Perfect Your Brand Message Vehicle

This tip often goes overlooked because of the hype around being on the latest and greatest social media. There is a misconception in marketing that reaching as many potential buyers is the best idea. That couldn’t be further from the truth. You want a good mix of interested leads and die-hard brand ambassadors. Reaching 1,000 clients that will suggest your brand is one of the best ways to naturally grow your company.

To accomplish this kind of brand strategy, you need to use the platforms and messaging vehicles that are most in line with your identity. Think about your assets and business model. Would long-form blog posts be better for your brand or short videos? Should you do PRs or quick tweets? What form of marketing best represents the values of your brand and your most engaged clientele?

Where to Get Started

Whatever system you use to distribute your brand story, make sure the messaging is cohesive and comprehensive across all platforms. This can be a challenging task, especially for small to medium-sized businesses with limited human and financial resources. That is why hiring a professional digital marketing and brand awareness team can revolutionize your future growth.

If you would like to get valuable insights from experienced professional marketers and designers, we encourage you to schedule a quick discovery call with our team today. We have years of insider knowledge on leveraging your brand identity and story across all platforms to grow your audience and increase your potential revenue. Schedule a consultation today!