Brand Strength - Increase it through Digital Marketing

18th Dec. 2015

It’s no secret that we’re seeing a competitive market dominated by major brands. For small to medium sized businesses, the challenge isn’t in the creation of beneficial products or services, it’s in making potential consumers aware of the brand. Digital marketing is arguably one of the most effective ways of improving brand strength, but how should it be done?

Social Media Networks and a Consistent Message

Facebook, Twitter, LinkedIn, Pinterest… today, small businesses have a wealth of options when it comes to social media, but which do you choose? The answer - all of them. Demonstrating a presence across multiple platforms can have a significant effect on brand strength, assuming you’re building a consistent brand image across each network. Studies suggest that businesses that use consistent branding are typically 20 percent more successful than those that don’t.

Analyse Digital Marketing Trends and Adapt

A common mistake made by young businesses is to focus on creating brand equity and then leaving the brand to essentially manage itself. A strong brand should be able to adapt to changing trends while still maintaining that same strength. Small to medium sized businesses should look to their competitors, and study and analyse current trends in digital marketing to remain relevant and up-to-date. Imagine if we were all still using MySpace!

Natural, Readable Search Engine Optimisation

While many consumers do feel loyal to specific brands, don’t forget that 89 percent of online shoppers begin the purchasing process with a search - this gives small to medium sized businesses an opportunity to shine. Digital content marketing should not only focus upon common keywords, but also upon search terms inspired by any other form of marketing you’ve engaged in. Keyword density is overrated - it’s readability and engagement that counts. 

Remember that there’s no agreed definition when it comes to brand equity - rankings are variable and highly subjective, so there’s no definitive goal for businesses to aim for. There are, however, many ways to monitor how your brand is growing in response to digital marketing, including utilising social media platforms to gather consumer opinions, studying post shares and engagement, and analysing visitor statistics.