The things your business does and how your actions represent yourself to the world are what gives your company its reputation. But there is more to building a successful brand than that. Even if your company’s trademark is already well-known and has a good reputation, that doesn’t mean it will be recognized first in online search results.
There’s no trick to it. As we’ve said before, Google sets the precedent. With frequent updates to its search algorithm, like Penguin, which hurt many sites trying to game the system, Google has shown that it is trying to make search rankings reflect the real world. At Emphasize Design, we believe the best approach to branding is for website design in Calgary to genuinely, and honestly represent businesses.
Keys to Online Branding
The essence of online branding is identifying your company’s core focus and working to extend your market reach from there. Writing for the HubSpot blog, Jeanne Hopkins cites the research done by Jacquelyn Martino and Patrick Wagstrom into the essential emphasis of personal brands can be applied across the field. She discusses 3 Keys to a Strong Online Brand that can help every business develop its Internet reputation so it shines above the rest.
- Brand identity – Chances are, you aren’t the only company out there who is delivering the product or service that you offer. Determine what your brand does best and embrace it. Find one or two things that set your product or business apart from the others and emphasize them. Being unique isn’t something to shy away from – it’s something to celebrate! A strong brand will engage those customers who are looking for exactly what you have to offer.
- Emphasize quality over quantity – Attracting a large number of customers who won’t then interact with your company online isn’t nearly as effective at helping grow your brand with a smaller, dedicated group who consistently network with your site. Think about what your customers value and use that to engage them in meaningful discussions about your product.
- Be “customer aware” – As customers engage with your brand online, it will become identified with their tastes. As Jeanne Hopkins says, “The people communicating and interacting with the brand are part of the brand identity itself.” As your customer group grows and extends the definition of your brand, your group of potential customers will also grow.
Businesses truly successful in strengthening their brands embrace all of these ideas. Emphasize Design is fortunate enough to have clients who have been consistently receptive to their customers interests and their willingness to approach new ideas in website design in Calgary. If there is one best piece of advice we give to our clients, it is to always put your customers first. For all of the time, effort and money you put into marketing your business, your brand is based on what your customers think of you more than anything else.
Focus on Audience
The most successful companies in the world build their brands by anticipating and meeting their customers needs. Perception is reality when it comes to online marketing. Starbucks is a great example of a business that is focused on their customers. They may not make the best coffee in the world, but they have done a remarkable job of having customers associate their brand with high quality products. Why is that? As Sierra Calabresi writes for the HubSpot blog, “If you focus on building a clear and concise brand strategy, you will ultimately improve your overall brand equity,” and Starbucks has taken this idea to the bank. They know what their target audience is looking for, their in-cafe experience and product offerings align with their message, and they have had the same clear, concise message of high-quality for a long period of time. It’s as easy as that. They know what their consumers want, they are delivering, and in turn, their consumers are assisting Starbucks in achieving their brand vision by believing in the messages they’re putting out.
Every business faces challenges when developing their branding strategy, but there is a lot to be learned from those businesses that have successfully elevated their brand. A website design from Calgary’s Emphasize Design will bring your business to the top of Google rankings and allow your company to rise above the competitors.