The First Two Steps in Establishing Corporate Identity Online
For many of today’s businesses, marketing in the digital world is a novel terrain. And the first challenge in conquering this new terrain is establishing one’s corporate identity.
This article discusses the first two steps for building a company’s identity online:
Compose a powerful online value proposition. A powerful value proposition will help you convey a unique online impression, sparking interest among prospective customers, while providing existing ones with a standard by which they can judge the competitors’ offerings. It argues why you should be the customers’ choice: What problem does your product or service resolve? How is it better than the other products or services in the market?
Part of establishing this value proposition online is composing an original brand message or tagline that can be compressed into a catchy hashtag. It is important to conduct a search for your chosen tags on Google, or any hashtag aggregator sites. Double-check if it has not yet appeared on an advertising campaign on Facebook or YouTube, among other platforms – the last thing you want is to be known as a brand that steals other people’s ideas.
Gather all the relevant information to back your brand messaging, and create marketing materials based on your research – copies, images, and infographics, etc. – to ingrain the value proposition into your followers’ consciousness. Publish each of them on your website as well as the social media channels visited by your target market based on your updating schedule.
Be accessible in all social networking platforms. Twitter, Instagram, Facebook, YouTube are some of today’s most popular digital marketing platforms, which host millions of users on a daily basis. Each appeals to a slightly different demographic, but on the whole, they are all potential access points that draw consumers who are curious about available services.
Company accounts on these websites should bear materials that adhere to the company’s corporate identity guidelines – from the official motif, logo and images, and tone and diction. It is very important is to offer a consistent experience of your brand across all these networks.
After establishing a presence in each of these channels, remember that those pages are already extensions of your brand. These social media accounts need to be constantly updated by well-trained community managers. They should painstakingly monitor the nature and level of the followers’ engagement, and know when to initiate paid efforts to boost said engagement.
To learn how to build your corporate identity online, get in touch with our team here at GBX Digital.