Beyond A Website: How To Build A Stand-Out Brand Online

Establishing a strong brand presence online goes beyond simply having a website.

Building a stand-out brand online requires a comprehensive strategy that encompasses various elements, from social media engagement to content marketing and beyond.

In this article, we’ll delve into the key strategies that can help your business transcend the boundaries of a traditional website and create a lasting impact in the online world.

1. Create compelling visual content on social media

Create profiles on platforms that align with your target audience, and develop a consistent brand voice across all channels.

The key to a standout online brand on social media is personification.

Personification is the attribution of a personal nature or human characteristics to something nonhuman. It’s basically humanisation of the brand and all the successful brands are doing it. Check out @Glossier and @Reformation on Instagram to understand what I mean.

Younger Millennials and Gen-Z audiences are far more likely to use Instagram and TikTok users are around 57% female and 43 % male, with 43% aged between 18 and 24 years, globally. The more targeted your audience, the more engaged they are. The more engaged they are, the more likely they will be to visit your store and purchase. 

After choosing your platforms, build a social media content plan that your customers will appreciate. Whether it includes ‘how to’ tutorials on YouTube, or unique TikTok dance routines, the greater the interaction, the more sales you are likely to acquire.

Visual content is at the heart of effective online branding. Invest in high-quality visuals that resonate with your brand’s identity and values. Use striking images, videos, and infographics to tell your brand’s story and convey its uniqueness. Consistency in visual elements, such as color schemes and typography, helps in building a recognizable brand image across various online touchpoints.

2. Collaborate with the right influencers

Collaborate with influencers and engage in meaningful conversations to boost your brand’s visibility and credibility.

An influencer is an individual with a large number of followers who creates content for a living.

These authoritative individuals have influence over your target audience, which allows you to reach a much wider audience way quicker.

The idea is that if you take the time to identify and build relationships with those influencers, you can not only boost your visibility but also add a good pinch of credibility to your brand.

A sponsored influencer will promote your business in a way that feels organic and natural, by showing how they integrate your products or services into their lives.

Gen Z are skeptical about traditional advertising and are looking for marketing solutions that offer advice and insight rather than just pushing products.

3. Build a captivating blog that generates leads

If you want to sell on the Internet, you’ll need content.

To sell to people, customers have to know you exist which means people need to start coming to your site.

Business blogs help people to answer some of the most important questions related to your product, and they help your business get discovered on search engines.

To sell to people, customers have to know you exist which means people need to start coming to your site.

If you’re new to using a blog as a lead generation tool and want to include some customisation or interactive elements to your blog or website, you can partner with a Melbourne web design agency.

Interactive content engages users on a deeper level, encouraging them to actively participate rather than passively consume. Examples include quizzes, polls, calculators, and 360-degree videos. Benefits include:

4. Build a community

The secret to building a community is to make people feel normal for feeling different.

The reason Gen Z loves social media is because it makes them feel like a part of something bigger than themselves. On social media they can feel like there are other weird/quirkly/different people just like them so they feel less alone.

Here are few ways to build a community:

a. Build a brand story

A brand story can create an emotional connection with customers, making them feel like they are part of something bigger than themselves. Use your brand story to communicate the values and mission of your brand and invite customers to be a part of it.

Determine your brand’s personality and core values – this will serve as a foundation to guide all of your messaging and content. From there, define the tone of voice you want to use in all communications – should it be professional and formal or fun and casual?

Finally, pay attention to language, sentence structure, punctuation, and other nuances to ensure that your brand has a consistent and recognizable feel throughout all channels.

b. Facilitate conversations

Create spaces for customers to connect with each other and discuss topics related to your brand. This can be through online forums, social media groups, or in-person events.

c. Encourage user-generated content

Encourage customers to share their experiences with your brand by creating user-generated content campaigns. This can help build a community of brand advocates and create a sense of belonging.

User-generated content (UGC) adds authenticity and credibility to your brand. Create branded hashtags, run contests, or feature customer testimonials on your website and social media platforms to showcase the real impact your brand has on people’s lives.

d. Host events

Host events that bring customers together and create opportunities for them to connect with each other and with your brand. This can be in the form of product launches, workshops, or community service projects

5. Leverage emerging technologies

Stay ahead of the curve by embracing emerging technologies that enhance user experience and engagement. Augmented reality (AR), virtual reality (VR), and interactive content are paving the way for immersive brand experiences. Consider creating interactive quizzes, 360-degree videos, or AR filters that allow customers to engage with your brand in unique and memorable ways.

Summary

In conclusion, building a stand-out brand online requires a holistic approach that goes beyond the confines of a traditional website.

By harnessing the power of social media, influencers, and tech, you can create a multi-faceted online brand presence that captivates, engages, and leaves a lasting impression on your target audience.