The aim is this: When a customer sees your logo or hears your brand name, your product or service instantly comes to mind. It stands out in the bustling world of e-commerce.

More importantly, branding allows you to tell your story while permitting customers to create expectations about their upcoming experience.

Digital marketing versus digital branding

Digital marketing and digital branding are often used interchangeably, but they are quite different from one another. Digital marketing aims to push consumers towards a certain product or service, based on its qualities.

It works by developing interest, generating demand, and promoting a service or product.

Digital branding, on the other hand, highlights the underlying values of the company. It focuses on building a lifelong relationship with customers. This means that, even if a product is replaced or discontinued, customers will continue to interact with the brand.

An effective branding strategy showcases the attributes of a brand and lets customers decide for themselves how meaningful it is to consumers. For instance, Walmart's slogan ‘Save money. Live Better’ is a message that consumers everywhere can conveniently relate to.

Why companies are focusing on digital branding

Customers are online, so all efforts to draw in as many of them as possible must be on the same platform. Digital branding carries the power of marketing — possibly even more so through its omnichannel approach. It helps to empower businesses by spreading their outreach across several platforms. This encourages a constant generation of leads.

Catchy taglines and prominent logo designs that resonate with your brand are the best ways to establish the identity of your brand. But successful entrepreneurs don't stop here.

They know that a brand is the personality of their business. And people associate attributes with their brand.

For example, when we think of BMW, we instantly think of a pleasurable drive that is a class above the rest. Brand association is what makes the general public relate to a particular item. More often than not, branding inspires, persuades, motivates and ultimately convinces them to buy your product.

To create an exceptional brand, you need to maintain a consistent standard through a level of finesse and professionalism that is prevalent among all elements.

Elements of branding

Everything you do as a business is a direct reflection of your brand. This includes the colours you use, your business principles, how you interact with customers and the posts you share on social media.

Here are five elements you should consider to build a comprehensive brand identity:

1. Authentic content

According to NJIT Online, 80% of consumers say that genuine content is the most influential factor in becoming a brand follower. An impressive 91% of consumers say that they are more likely to buy from an authentic brand, as reported by Crowdspring.

But with so much content, it's easy for customers to get flustered. The best way to stand out in the crowd is to create real content that's relevant to your target audience.

2. Emotional connection

Branding helps you to connect with your potential customers and makes them feel valued. This helps to promote loyalty, where customers are more likely to share their experiences with people they know.

According to the Gensler Brand Engagement Study, 94% of people who engage with a brand on a personal level are more likely to recommend it to others. So it's a win-win situation.

Customers can relate and trust others. According to Saasquatch, 84% will purchase a product based on a referral, even from an unknown source. So recommendations and reviews are worth more than paid ads.

3. Colour palette

The colours you choose are an essential aspect of your brand's identity. Consumers associate certain brands with specific colors — such as Marlboro with red, and Cadbury with purple.

Visual equity contributes to brand recognition, enabling a brand to stand out. According to Petgazette, colour increases brand recognition by up to 80%.

The right colour combination not only makes your site more appealing but can improve readability by 40%, says Quicksprout. The easier a customer can interact with content, the more likely they are to return to your brand.

An effective colour scheme can transform an ordinary website into something extraordinary. It can boost online sales and revenue. Since colour is the first thing our brains perceive about a brand, it grabs a viewer's attention and enhances emotional connection.

4. Brand logo

The logo is a graphical image or textual content that identifies your brand. It's the core of a brand's identity. But a logo is more than just shapes or letters.

Consumers often become familiar with logos over repetitive interactions, so they are a vital aspect of your brand's recognition. McDonald's is instantly recognisable with its famous golden arches (M).

The design should be unforgettable and unique. A well-crafted logo design, such as those developed by Logo Design Valley, help create an aura of professionalism about a brand. A logo that collaborates with the colour scheme helps to create a cohesive appearance for the brand.

5. Consistency

According to Crowdspring, 90% of consumers expect that their brand experience will be similar across all platforms and devices. This can help increase revenue by 23%, says

When customers know that they will receive consistent service, they will choose it over other brands.

Ready to reap the benefits?

Every entrepreneur knows the value of customers for their business. As competition is growing fiercer, companies need to pool their strengths and resources to step ahead of the rest. And digital branding is the perfect solution.

It promotes bonding with potential customers. Moreover, a robust digital brand has the power to spread across various online platforms. A single message can become instantly viral on the right social media platform.

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