The digital age has transformed the way businesses portray their brand. The landscape has evolved from a one-way communication to a two-way relationship between a business and its consumers. Today’s shoppers are in control thanks to online reviews, blogs, and websites, and they will no longer believe what you’re telling them without proof. This is why a solid, clear, and consistent brand must be maintained beneath every marketing strategy.

In the digital era, branding must be a pull tactic, not a push tactic. Consumers no longer want to hear “buy me” but instead, “this is who we are.” They do not want to be bombarded and overwhelmed, but instead they prefer to know that you’re honest, fair, and humble.

The most important thing to remember is that branding IS NOT marketing.

Marketing communicates a message and personality to the consumer, yet, branding goes much deeper than this. Branding is the act of establishing your personality and message. Branding is the purpose of your business; it is the core of its existence.

A brand is the gut reaction people have when they see or hear your business. The perception of your brand is formed in the mind and is then reinforced at all points of contact. Maintaining an attractive and ethical brand goes far beyond the message you portray to consumers.

Here are a few things to keep in mind when branding in the digital age:

Why Do I Exist?

The purpose of your business is the driving factor for everything you do. Once you figure out what purpose the business will serve, you must align all other elements with this single vow.

For example, the NFL vows “to be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.”

Who Am I?

Once you establish why your business exists, you can choose a voice and personality to enforce your purpose. Ask yourself, “how do I want to be perceived?” Whether it be casual, formal, funny, or ethical, choose an image you can stay true to.

What Do I Stand For?

In the formation of your business’ personality, you must outline values that your business will live by. These values must be taken to heart by all employees of the business and portrayed through all marketing and sales efforts. Abiding by your core values will serve as the company’s guide and ensure a consistent brand.

What Will I Give My Customers?

Once you establish why your business exists, who you are, and what you stand for, you must maintain a consistent identity. This is the key to branding!

Staying true to your brand is extremely important to today’s consumers. With an abundance of resources available, consumers have a plethora of outlets to learn about your business and what you claim to stand for. If you do not reinforce your brand throughout the entire consumer experience, you will destroy your business.

No one cares about what you claim to do, they care about what you actually do! To avoid enraged customers and ranting online reviews, make sure your marketing accurately portrays your brand. Today’s consumers value honest communication and integrity before anything else when selecting a brand.

Branding is not a one-time thing, but an ongoing effort that infiltrates your culture, values, and marketing, and molds the overall development of your business. Successful branding creates loyal customers by enforcing all aspects of your brand in every campaign and transaction. So do not market blindly, because today’s shoppers aren’t falling for it. Syndicate your marketing and branding and ensure you are staying true to who you are.

And remember, it’s never too late to start!