Websites are increasingly becoming the most important marketing tool for a business. If you are online you need to ensure expectations are set for employees and customers about the branding of your business. To launch or maintain a consistent brand you need to have the following in place to be successful.
Understand Your Business: It sounds almost overly simplistic, but before you can present your company to the world, you need to have a clear and defined concept of who you are as an organization. Delve deep and reflect on why you became involved in your industry and why you make particular products or offer certain services. What gets you and your employees out of bed in the morning? All of these questions are the basis of your branding.
Create a Mission Statement: You need to create an explicit mission statement to share with your employees and your prospects that will distill your business to its core. An effective statement should ground your business in its founding values, while also giving a coherent direction for the future of the organization.
Understand Your Customers: To develop a relateable online brand, you need to take the time to listen and get to know your customers. This can be done through social media monitoring, focus groups, A/B testing. You get a sense of what is appealing to them and you can use this information to extrapolate changes in your business and product.
Start Blogging: Your business should produce articles and blogs entries regularly to entice your readers to come back to your website and provide them with valuable content. It helps them develop an understanding of your "voice" and style and keeps them engaged with you. It also helps search engines see you as an authority in your industry.
Create a Style Guide: If there are multiple people updating your site and adding content, you should create a style guide. A style guide is a document that outlines what every employee should know about the protocol for content creation, formatting, posting and responding to customers on social media channels. The key here is consistency.
Train Employees: Your business should ensure they train all employees on your organization's style guide and on your brand values. Your employees are the most valuable ambassadors of your brand. These are real people that customers interact with on a daily basis, online and offline, and you need to make sure they fit into your culture and know the standards that you set,
Focus on Customer Service: First and foremost, your priority should always be on providing extraordinary customer service. You should always make the effort to go the extra mile for your customers. You can do this online by responding to social media posts appropriately, returning e-mails promptly and sharing important information with visitors online.
Primal Tribe can help build your online brand. Contact us today to learn more!