Building Your Brand Online

Building Your Brand Online

Your brand building strategy requires a whole different approach.

It is easier than ever before to raise awareness with brand building in today’s digital era. Branding tools have changed so much in recent years. Brand building strategy today requires a whole new approach. Classic methods like TV spots and print advertisements are not enough. But the main goal remains the same — to be in demand.

What Is Brand Building?

An example of how Nike use brand building online.The definition of brand building is to generate awareness about your business using strategies and campaigns with the goal of creating a unique and lasting image in the marketplace.

  • Creating a unique memorable identity.
  • Promise of value.
  • Emotional connection between your company and its consumers.


We all know the Nike tagline: Just Do It. But do you know their mission statement?

Nike’s mission is: “To bring inspiration and innovation to every athlete in the world“. The company has built up such a reputation and brand following, that it’s able to increase the target to accommodate every “body”.

7 Tips to get you started

How can your brand stand out in the ocean of companies, logos, social media pages, websites, infographics? Being unique and sincere is a great place to start. Here are some tips to help you build your brand.

  1. Logo Development

logo is one of the most important visual details of a brand. A good logo should not be affected by short-lived trends. It should represent your mission and values. If you feel that your logo does not match these principles, it might be time to rebrand it.

Once you are happy with the logo design, it’s time to apply it to your website, social media and apps. Good design will make your website memorable and perhaps gain a place in the customer’s bookmark panels.

  1. Mobile Apps

A strong online platform where you can connect with your customers is a must-have tool for business. It could be a mobile app or a web-based platform. Recently mobile apps have become essential for businesses requiring contactless services. Business has had to adapt fast to keep up with the ever-changing environment.  Mobile app usage has increased 50% in 2020 and is a valuable tool in your marketing toolbox.

  1. Social Media Channels and Messaging Apps

To be on top, brands have to present a consistent message over all available platforms.  Optimise your profiles on Facebook, Instagram, LinkedIn, YouTube and other top social channels. There are social media management tools to make this task a lot easier. 10 million messages are sent between companies and potential customers on Facebook Messenger every month, it’s not just for emojis!

  1. Effective Feedback

Social media can connect people to you instantly. Being real and showing who you are, earning trust, and forming relationships with the audience. People prefer interacting with people, even online.

  1. Make It Visual

Content that contains one or more images has an engagement level that is 2.3x higher than content without visuals. Leverage the poser of images and videos for generating more visibility in articles, blogs, media posts.

  1. Video Marketing

Video marketing is one of the most essential trends today. These stats demonstrate the need to include video; 70% of customers say that they have shared a brand’s video, 52% answer that watching brand videos makes them more confident to make online purchase decisions.

  1. Team Up With an Influencer

Influencer marketing is a kind of word-of-mouth marketing. An Influencer is a personality with a huge following who helps spread the word about your company through their social channels. It is someone who suits your brand. Look for the off-beat influencers whose activity is tangential to your business. This practice remains the top one among branding trends in 2020.

Summing Up

Doubtless, the main importance of brand building is maintaining authentic relationships with customers rather than just only trying to sell. Leveraging digital trends in 2020 in the context of well crafted visual strategy will maximise all opportunities of your business growing.

Let us know if Concise Digital can help you during this time.  We are happy to have a free call with you to give you some creative ideas, we can manage your brand on your behalf or we have a full range of short social media courses if you have time on your hands and want to learn how to market your business better yourself.

Looking to the future – The next normal

Looking to the future – The next normal

Looking to the future - the next normal blog post.

How do you communicate with your customers as your operations start to re-open?

As restrictions are gradually lifted how do we change our ways of working to accommodate the new normal?  Getting customer communications right is critical to your business’s success in the gradual re-opening of services, as consumers are looking for businesses that make them feel safe and secure.

Communicating a re-opening message tailored to each channel

Do you communicate with your customers? Image of managing director sharing a video with his team.

What strategies can you use to make your message resonate with your customers? You can’t just send an email with the facts. You must communicate with empathy to connect with your customers. For example, instead of an email from the Managing Director, film a short video speaking directly to customers and then this can be to embedded into an email or newsletter to connect directly with them.

Stay Aware – Stay Safe!

We need to be able to empathise with what our customers are going through. If your business involves contact with customers re-assure them that you have measures put into place to protect them and you.

Email & Newsletters

Why this works? Facebook might have over 1.5 billion daily users, but email has over 3.8 billion daily active users.  So,  your audience will also be checking their Inbox. Every single day!

You probably check your email over a dozen times a day… and people do this in all sorts of weird places.

  • 69% check while watching television
  • 54% check while in bed
  • 43% check on the toilet!
  • 34% check while they’re walking
  • 32% check while eating dinner
  • 32% check on their work commute
  • 18% check during the middle of conversations
  • 14% check while they’re driving
  • 6% check at formal events

People like getting emails.  Stay in touch but, not too much, so that people don’t disengage and your messages become just spam!

Social Media – What do you post on social media?

  • Ask questions! Not only do questions create great engagement opportunities, they also create moments for meaningful connection with your followers.
  • Thank your customers for their continued support, for their understanding during this difficult time.
  • Tell your followers how you’re doing business now … if you’re closed, let them know. If you’re online, let them know. If you’re open. Let them know!
  • Tell the story of what’s going on … for the majority of us, we’ve all had to pivot. The way we do business has flipped itself upside down. SHARE what’s going on for you. Be visual and be vocal. Share behind-the-scenes insights at what your day looks like at the moment, do a FB or an IG live

Wrapping Up!

Be positive, supportive and helpful and offer messages for the future.  There is so much circulating and you don’t want to add to the negativity, so try and post the upbeat stuff. Share news articles, blog posts, video clips, or tips. Let us know if Concise can help you during this time.  We are happy to like your page or posts or have a free call with you to give you some creative ideas.  We also have a full range of short social media courses if you have time on your hands and want to learn how to market your business better.

Locked Down but not Locked Out!

Locked Down but not Locked Out!

How do you market your business during COVID-19?  This is a big question! and not all the answers are available because we have never faced a situation like this before in our lifetime.

The last example of this was the Spanish Flu in 1918. Over 100 years ago they would have faced different challenges but at least now we have the internet to stay connected to our customers, followers, friends and family.

Businesses are coming up with new ways to market their businesses, Social Media Managers are adjusting their content calendars and coming up with new creative campaigns to promote their products and services. Staying connected is more important than ever, with businesses relying on social media and working from home tools such as Zoom and Skype for meetings or content sharing tools such as Dropbox.

In fact, overall, Facebook usage has increased by 37% and across the messaging platforms, Facebook and Instagram saw a 40%+ increase in the 18-34 age group.

So how should you be using social media for business during COVID-19?

Let your followers know you are listening and acknowledge the new normal. 

Celebrity Instagram business owner Kristen Cavallari is a good example of this, she acknowledged that this was a very unusual time for everybody but she was having a 20% off sale to try and keep her 100 staff employed and by doing so not appearing to be capitalising on the current situation.

Keep Posting

People are spending more time than ever online and you should stay connected to them. Even if you are unable to sell your services right now share content that offers help and support in a way that keeps your brand ‘in front of mind’.  For example, a travel company could suggest places to visit (perhaps UK based) once lockdown is finished or a restaurant could share recipes of their food to cook at home. Think of ways your business can help now so people remember you in their future.  Look at how Body Shop has been posting positive messages and images of their products being used at home including repurposing their packaging as plant pots! Get creative with your posts!

Be Empathic – Feel Their Pain!

Remember that some of your followers may have lost their jobs or have had to put their businesses on hold. You don’t have to mention COVID-19 in your posts but acknowledge the difficulty they may be in. They may not be able to purchase goods or services right now but by empathising with them the aim is to stay connected with your followers when we come out the other side.

Engage, Engage, Engage!

Focus on engagement by providing extra education through videos, carousel posts, or captions share your story, and clearly communicate how your followers can support your business right now. With online video tools, you are able to connect directly to your audience.  So many services are now operating remotely but still staying in touch.  Even hairdressers are offering video tips to trim your own hair if you’re brave enough!  But the point is that whatever your business there are ways to stay in touch with your followers and the ultimate goal is retention of your followers.

Joe Wicks The Body Coach is a good example of this offering free online daily 30 minute classes for all ages.  Staying connected and providing a service people can do from home.

 Top Tips for the next few weeks

Share Videos – Educational, informative, what you’re working on from home and tips.  It may be on Facebook Live or Instagram Live. if you haven’t used video before it’s a good time to start learning – particularly if it is not the most comfortable media for you!  Mary has been experimenting with Facebook Live within the safety of the Concise Support Group.  If you are a member of the group, join her at 2pm every Tuesday to share top tips.

Create Good Habits – Now is a good time to establish good social media habits that you can use throughout the year. Whether it is scheduling regular posts, doing a spring clean on your channels or setting time aside each day to engage with your followers.

Get Creative – Virtual classes, how-to videos, virtual tours, challenges from home (post the results) free service/advice for when the lockdown ends.

Share your thoughts – We are all in the same storm but not all in the same boat! Share your story, and clearly communicate how your followers can support your business right now.

Use Images – Images are a good way to highlight your topic and grab attention.  Only use your own images or images from stock sites or free stock sites such as Pexels, or Unsplash

Let us know if Concise can help you during this time.  We are happy to like your page or posts or have a free call with you to give you some creative ideas.  We also have a full range of short social media courses if you have time on your hands and want to learn how to market your business better.