The art and profession of branding can be traced back to the unique sigils and crest that the royal families created to symbolize their house, just like in everyone’s favourite Game of Thrones series. After all, don’t we recognize all the houses by their distinctive, and dare we say unforgettable signs! In the digital age, traditional branding has taken new forms to adapt and evolve with today’s needs and platforms. The purpose of traditional branding as well as e-Branding is primarily to convey information about the brand and build an image that not only raises awareness of it among its consumers, but also connects with them on a personal level. The core idea is to make the brand appear more attractive, desirable and worthy of recommendation in the target audience’s eyes, thereby making them a loyal customer.
e-Branding, being an online extension of the traditional values of branding, works on similar principles but incorporates technology and has a wider impact, thanks to the internet. Let’s take a look at the major marketing objectives that e-Branding should accomplish:
Objective #1: Creating a cohesive brand identity
This is easier said than done. Any enterprise and its brand, particularly one that has existed for some time has already created some kind of perception in the minds of its consumers. But the job of an e-Branding agency or online marketing agency is to create an image through holistic efforts, after thoroughly researching the needs of the users as well as the offerings of the competitors. This brand identity should reflect the ethos of the company across all the social media platforms. Moreover, this brand communication should be in sync with the messages that are conveyed offline.
Objective #2: SEO optimization
SEO, or Search Engine Optimisation has become integral to establishing and enhancing a brand’s presence across the digital spectrum. SEO involves optimizing various elements on your sites in order to attract local customers who are looking for the services you provide. As an Internet marketing strategy, SEO considers how search engines work, delving into details like search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
Objective #3: Online Reputation Management
Social media has exponentially increased the level of interactivity between a brand and its audience. In this scenario, brands have to be very careful about maintaining a positive dialogue with their consumers while showcasing a consistent ecosystem of identity and values. That’s where Online Reputation Management comes into the picture. Originally a public relations term, the growth of the internet and social media have made search results and online persona a core part of a brand’s reputation. Specifically, Online Reputation Management involves the monitoring of the reputation of a brand on the internet, addressing content which is potentially damaging to it, and using customer feedback to try to solve problems before they damage the brand’s reputation.
Objective #4: Becoming a thought leader in the sector
One cannot but notice that in the online spectrum, there are certain brands that are thought leaders in their sector. Instead of being influenced by public opinion, they often subtly guide and define it. Such brands experience unparalleled loyalty amongst consumers. The brands that become experts and influencers in their territory are generally those which strategically position themselves to connect with their consumers via lateral content that promotes a certain way of life, often doing so without much obvious monetary gain. Brands like Apple or Gucci are examples of such influencers who drive public opinion.
If you are looking for an e-Branding agency or online advertising agency in Pune to help your brand make the right impact on the digital platform, 3 Dots Design offers varied solutions and brings with itself core expertise in the digital medium, showcased by our portfolio of brands from retail to real estate, healthcare and beyond! Get in touch to elevate your brand perception effortlessly.