What does your brand really need these days?

Having been firmly planted in the internet age for decades, companies and brands have gotten used to what it means to have an “online presence.” But is your company still in the year 2000 with your internet branding? It’s not good enough anymore to just have a website, or even a website and a few social pages. Today’s online presence is about creating a network of influence and reaching your users wherever they are, not expecting them to come to you.
The idea of creating this sphere can be daunting, but there are a few ways to break it down and pinpoint your approach:
- Be honest about your audience. You may think “Hey, my product is great for Millennials! Now let’s get them to use it!”, when in fact, you should be asking “Who is using my product?” Do A/B tests, try some market research, send out a survey to your email list, but whatever it is, I beg of you — be open minded to the results. Maybe that awesome Millennial product has an application for Boomers that you never even realized. It seems simple, but build and fine tune your product where you are seeing success, not where you want to see success.

2. Be very social. But not too social. Yes, social is queen and your brand must have it. However, it is very obvious when a brand is trying too hard or has spread themselves too thin. Choose as many platforms as you have bandwidth for, where your audience actually consumes content, and create a strategy. Look at competitors who are doing well. Interact with your users and other influencers. And this one is critical — update often. This comes back to bandwidth, but don’t bite off more than you can chew. If I see a Twitter account that hasn’t been updated in 6 months, the brand must not be legitimate. Be legitimate.
3. Yes, you (probably) need a website. But maybe not to the extent that you think. Ask yourself what value your website is really going to add. Maybe it is a simple shell that directs people to your social or a contact form, simply to prove that you are a “real” brand, but your personality lives elsewhere. Chances are, if consumers today are looking for you, they’ll be looking on social platforms as much or more than trying to find your site.
The days of the World Wide Web are over, and we are living in something much more complex and intricate. We’re not dialing up to AOL and typing in a keyword to find companies or discover new brands. However, with the right tools and strategies, you can keep your brand modern, visible, and exciting.
Do you want to chat about any of these ideas or hear more from me? Follow me on Twitter or contact me directly.
