Emphasizing Brand Identity in Digital Marketing

In today’s world of branding, business owners are faced with the decision of how they will identify themselves and their products or services as unique to appeal to consumers. With hundreds of options available for consumers to choose from everyday, appealing to specific needs and wants has never been more challenging or important than it is today.. 

Using the power of branding requires a lot more than just having a nice logo or color scheme, it is about establishing your brand identity and distinguishing a good digital platform from a great one. 

Establishing a Meaningful Vision

Consumers have so many choices in today’s world of digital marketing. Eventually, the products and services begin to blur together in a sea of constant content through multiple social media channels. 

Brands are starting to realize that consumers are looking for businesses that will go the extra mile. Consumers want to be able to attach themselves to the brand, to feel like they are a part of something; brands have to find a way to connect themselves with their customers to encourage them that they are a part of their meaningful vision. 

For example, the brand Patagonia has established an inspiring sense of brand identity that its customers are proud to be a part of. Patagonia has positioned its digital marketing presence to showcase a lifestyle that is full of adventure and philanthropy. They do not use their digital presence to convince customers to purchase their product, instead, they showcase who they are as a brand: active, healthy, and nature-conscious. Therefore, anyone who purchases Patagonia products feels that they are living this adventurous and healthy lifestyle. 

Steps to Emphasize the Roots of Branding

The first thing to do to emphasize your brand’s roots is to identify your mission and core values. To follow in the footsteps of Patagonia, and so many other brands who use their digital presence to express their identity, here are some key steps to implement in your branding strategy: 

1. Understand who your customers are and what content appeals to them 

2. Develop an authentic story and vision for your customers to relate to 

3. Design the look and feel of your brand to reflect that vision 

4. Ensure your brand is reflecting that vision through customer service, your brand’s culture, your employees, and the look of your marketing materials 

5. Always keep your brand up-to-date on competition and trends within the digital marketing landscape 

Branding Alongside Strategy

Many brands today are utilizing marketing strategies that once worked for them but lack a core following or relationships with customers. Instead of trying to copy that marketing strategy, it may be time to look at your branding tactics. 

First start by challenging your brand’s identity. Is your brand reflecting a lifestyle or a vision your customers want to follow? Then, implement marketing strategies that directly reflect that vision. Going back to your brand’s roots is always best practice for digital marketing strategies.