Any good brand optimization strategy takes a great deal of planning as well as time and effort to implement. These strategies entail numerous, carefully planned-out decisions in order to create an entire experience designed to enhance customers’ perceptions about your business in a certain way. While this does include things like logos and colors, it also encompasses every interaction a customer has with your business. Therefore, the types of things you say, whether in person or through online content, have a significant impact on how customers perceive your company and ultimately your brand.
In today’s business world, the likelihood of a customer’s first impression of a brand coming from that company’s website is growing exponentially. While website design elements can help to create an image for the brand, the content of the site should also align with the overall brand strategy. If imagery and content do not reflect the same experience, it can create confusion for the customer as to what your brand represents. For example, if your brand touts services by only the most highly trained experts, having content about do-it-yourself options may leave the customer wondering what type of service they would actually receive.
To create a fully aligned digital brand experience, it is vital to think about much more than your company’s website. There are a growing number of different types of online channels available to help increase your digital reach including informational sites, forums, wikis, social media platforms, news sites, etc. However, be sure to utilize the digital avenues which most align with your brand strategy. For instance, a professional doctor may choose to write an article for an online medical journal to establish credibility rather than wikiHow. With any of these channels, the content you publish or share should reflect the brand values of your business. Any content published needs to have a consistent tone-of-voice in order to reinforce your other branding efforts.
Content is such a key component to competing in today’s digital world. It can’t be ignored when creating a branding strategy.
8 Ways Content Marketing Catapults Your Brand Relevancy, www.forbes.com