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Online Branding

Building A Brand Online

Why do you get up every day?

The values, purpose and mission you have in providing products and services to your customers will be front and center of your business and all aspects of what you create in response to your customers, their pains, problems, desires, and the full customer experience from initial brand impressions, marketing, sales process, customer service and continued customer interactions.

Define your core value(s)

You’ll use these ideas to inform the foundation of your branding, through a tagline, slogans, voice, messaging, stories, visuals and ultimately your marketing strategies, content development, products and services you offer.

Before you can build a brand that your target audience trusts, you need to know what value your business provides.

Think about how you provide value that improves consumers’ lives (outcomes or results that are experienced).

Here are a few examples:

  • More authentic and transparent customer service
  • A better way to support productivity
  • Reducing costs with a more affordable option
  • Saving time on daily tasks

Why do you do what you do:

  • Why do you exist?
  • What is your core offer, product, package or service?
  • Why should people care?
  • Why do they need your product/service?

Develop you mission statement and company bio using optimized keywords:
Craft a clear expression of what your company is most passionate about.

Running a company based on values/purpose, not just product & service engage a customer as an individual. It all starts from a deep understanding of all your customer segments

  • Who do you serve?
  • How are they experiencing your product/services?
  • How do they get your products/services?
  • How do your values/mission play into customer service and relationship building?
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Outline the key qualities & benefits your brand offers. Your products, services, and benefits belong solely to you. Starting a brand that is memorable means you dig deep to figure out what you offer, and no one else is offering.

  • What are the beliefs you want to instill in the people you serve?
  • What do you want your customers to say about you?

Value based stories that are relatable.

  • What stories do you want to share or have your customers remember when they think about engaging with your company? What’s your reputation?
  • What’s the legacy you want to instill in the immediate customers… will there be a next generation or many generations of people you serve?

What your brand looks like & feels like:

  • What are your core products or services (the meat & potatoes)?
  • What does it do for your customer?
  • What differentiates you?
  • What pain, problem or desire do you solve/fulfill through your core product/service?
  • What will the rewards be for your customers with your products/services
  • What qualities, skills, talents and gifts do you bring to the table and are unique to you/your company
  • Develop your customer persona

Successful brands have a thorough grasp of their target market. They’re not trying to appeal to everyone — they focus their efforts on a specific audience. … Your brand identity should speak to your target market, addressing their specific needs in a language they can relate to.

Your Brand Buyer Persona

Brand creation relies on truly understanding the buyer persona. Here are a few of the things to document when describing your ideal customer:

  • Age
  • Gender
  • Location
  • Income
  • Education Level

To get even more definition for your brand’s buyer persona, dive into these details:

  • Motivations
  • Goals
  • Pain points
  • Influencers
  • Brand affinities

Identifying the target audience for your services or products is an exercise that will affect and benefit all areas of your brand building process, particularly marketing efforts. You want the right person consuming your content, clicking on your ads, opting in to your email list, etc.

Form your unique brand voice & personality.

Your voice is dependent on your company’s mission, audience, and industry.
It’s how you communicate with your customers, and how they respond to you.

brand voice could be:

  • Professional
  • Friendly
  • Service-oriented
  • Authoritative
  • Technical
  • Promotional
  • Conversational
  • Informative

There are endless adjectives and possibilities that can build a brand voice behind your messaging. Ultimately, you want to choose a brand voice that makes sense and resonates with your target customers.

This is particularly important when publishing blog articles or social media posts. Maintaining a consistent voice will help your brand image become recognized on multiple channels in the same way. A community of followers, readers or subscribers will come to expect a certain brand voice and brand personality when they consume your content

It can be as simple as:

  • A conversational voice in communication (using “I”, and “you”)
  • Sharing behind-the-scenes content
  • Telling stories about real experiences
  • Describing your products/services in a quirky manner
  • How are you showing up on a daily / consistent basis to nurture, develop and play out these values, experiences and evolve with trends and technology – How adaptable are you?

Effective branding is one of the cornerstones of any viable marketing strategy, and if you have an interest in growing your business, it is one of the most important parts of your business plan. Effective branding creates an enduring perception in the minds of your customers and distinguishes you from your competitors.

Nike brand, not just focusing on the superstar athlete, but the ordinary person who is just trying to do their best at their chosen sport”

Consumers want to engage with ideas that both resonate and stir the emotional imagination. Brand building is to generate awareness about your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace digital marketing activities:

  • User Experience (i.e. your website)
  • SEO & Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Paid Advertising (PPC)
  • Consistency is key

KNOW YOUR COMPETITION, HOW YOU ARE DIFFERENT and in what ways you get it done better, faster or cheaper… what is the quality of what you bring to the table… remembering your set of values and purpose.

KNOW YOUR COMPETITION, HOW YOU ARE DIFFERENT and in what ways you get it done better, faster or cheaper… what is the quality of what you bring to the table… remembering your set of values and purpose.

  • Is the competitor consistent with messaging and visual identityacross channels?
  • What is the quality of the competitor’s products or services?
  • Does the competitor have customer reviews or social mentions you can read about them?
  • In what ways does the competitor market their business, both online and offline?

You may find it useful to make a comparison chart with parameters of “high quality” / what’s offered; “standard” /fast, efficiencies; and “cheap” / customer service – relating that to the company values and what’s the most important thing for their customer base.

Bonus: Be your brand’s biggest advocate.

When you build a brand that works for your small business, you (and your employees) are the best advocates to market your brand.

No one knows your brand better than you, so it’s up to you to spread the word.
When hiring employees, ensure that they are a culture fit–aligning with the mission, vision, and values of your brand.

Encourage employees to establish a personal brand that aligns with the company branding process and this will further strengthening your reach.
Give your loyal customers a voice. Encourage them to post reviews, or share your content.

Develop your brand to be inclusive of every aspect of your business including your website, your logo, your marketing strategies, your communication and even the way you conduct business online and with your customers.


Open Ocean Marketing is offering a “Start Up/Clean Up Your Online Branding Package.” We’ll review all your online platforms and let you know how your brand reputation is doing and then work with you to optimize your online presence with consistent branding, keyword optimized profiles and content and set you up for success.

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