The Difficulties of Brand Building Online

By 100m
October 14, 2013
Reading Time: 2 minutes
Filed under Branding, Naming, Positioning, Renaming

These days, a strong online presence is essential to establishing any kind of successful brand. Whether you’re starting a fresh new business venture or rebranding a company that for whatever reason needs an image makeover, brand building online is hard work and doesn’t happen overnight. There are many elements to brand building online, ranging from a strong voice, to compelling content, to distinctive visuals. Along the way to success in each of these areas, you are almost guaranteed to hit a few stumbling blocks. Persisting through these difficulties is essential to successful brand building online.


Voice and Content

The voice you create while brand building online establishes the personality of your company, and it may take a while for that personality to come into its own. Especially if you are rebranding a company that has already established a less than ideal reputation, you may experience some trial and error while trying to define the right voice to reach your audience. In the context of brand building online, voice may mean more than just your company’s writing style. Each visual element of your web presence, including your logo, colors, and fonts, also projects a great deal about your company’s tone.

Having a distinctive and interesting voice isn’t enough when you’re brand building online. That voice has to be saying something that people want to hear—you need to be crafting compelling content that is useful and actionable for your readers. People can usually see through attempts to get attention by publishing a lot of content quickly—it’s obvious that this type of content is not well thought out. Take your time and make sure that what you’re saying is actually worth absorbing. The good news is that once you find the right voice while brand building online, crafting content will be an easier and faster process, and generating this compelling content will come that much more naturally.


Brand Loyalty

Building trust and loyalty in your audience is probably the most difficult part of brand building online. The only way to do it is to create compelling content and foster positive interactions over a sustained period of time. Being genuine with others is a great way to get a genuine response back. Especially when you’re rebranding a company that might have some baggage in this area, the number one thing you need while building trust is patience.

Brand building online is a challenge and it takes hard work, especially when you’re rebranding a company that needs to create a little distance from its history. If you need a helping hand during this process, A Hundred Monkeys has an expert team of branding and naming specialists who can give your company the new look it needs. And if you’re building a new company, our branding services will help you start off on the right foot. Contact us today to discover how we can help you with brand building online.