It’s all about the brand
A great brand is not simply the act of designing a website to appeal to largest audience possible. If you want to succeed in digital marketing, you first have to understand what makes branding so important.
A company’s brand is important because a successful one can send more qualified leads down the sales funnel. But an unsuccessful one will have the opposite effect, turning prospective customers and clients off. Companies with an effective brand strategy that’s focused on the customer experience, on average, drive revenue that’s 10% higher than their competitors.
An effective brand identity doesn’t start and end with a website. A website is necessary to convert leads into customers, but there are many stages along the sales funnel that are impacted by the company’s brand. From your design assets, to your social presence, a strong visual identity instantly communicates who you are, what you’re about, and why people should want to buy from you.
When someone thinks about a company they want to buy from, it’s usually because they were positively influenced by its brand strategy.
Alternately, a weak brand identity can degrade your customer’s experience. It’s easy to assume that just because you have a visual identity—logo, colors, typography—that it is effective. But if your brand identity is disconnected, inconsistent, or an inaccurate reflection of your company’s voice and values, you aren’t telling a cohesive brand story. That makes it harder for your brand to connect with, and establish a relationship with, your target audience.
The following companies illustrate why great branding is important, to not only connect with their audience but also establish themselves as leaders in their industry.
goop has taken over the internet with a brand identity that speaks directly to their target audience: women who are passionate about their health, happiness and well-being.
They are focused on providing their audience with an experience that inspires and informs them to live well and achieve their goals.
This approach has established them as a brand that cares. They encourage women to read, listen, watch and shop the things that matter. They curate media and content that speaks directly to this aim, making them a leading lifestyle brand.
We recommend what we love and what we think is worthy of your time and wallet. We value your trust above all things.
IKEA has long been known as a company that sells modern, inexpensive furniture to budget-conscious young consumers.
As the cheap furniture market became more competitive, they broadened their brand identity with a focus on sustainability and human rights. This enabled them to alter their perception in the minds of consumers as not just another fast-furniture manufacturer.
They now connect with their audience by speaking directly to their buyers’ values and interests. This approach has fostered trust, which continues to show why they are a leader in the home furnishings industry.
There’s so much to know about IKEA beyond our low-price furniture. From our sustainable sourcing of cotton and wood, to our stance on human rights; what it’s like to work for IKEA, to our democratic design approach.