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Building Brand Identity in the Online World

03 Oct 2018

If you want to attract and retain customers, help your company grow, and stand out amongst your competitors, you need to establish a strong online presence. The experiences your customers have with your brand online will determine how they perceive your brand and whether or not they want to make a purchase or repeat purchases, from your company.

It is important for you to take the time to establish your brand online so that you can build your audience and increase sales. Here are some ways you can build your brand identity online:

Create a User-Friendly Website

Your company’s website is one of the most important tools you can use to advertise your brand. Your website shows visitors what your company values and the quality and performance of your brand. When it comes to your online presence, first impressions are vital. Think about how you want your brand to be perceived and make sure your website helps you showcase that positive image.

Make sure the products and services you provide are high-quality and incorporate reviews onto your website so that your brand becomes one that consumers can trust. Incorporate chat or other features that allow people to receive help when needed so that your brand can establish a positive reputation when it comes to customer service. Your website says a lot about your brand, so you need to invest time and money into your website development.

Establish an Online Blog

Providing high-quality online content can help develop your company’s brand identity. An online blog shows consumers the heart of your company and important information about your brand. You can use a blog to share your company’s mission and vision, and it will let your customers know what your business values.

While your products and services say a lot about your company, a blog is a great place to curate your content and promote your brand in a positive way. A third of millennials rely on blogs before making a purchase because blogs show visitors what they can expect from the brand regarding its products and services. A blog that provides high-quality content for readers can help establish brand identity.

Social Media Presence

A strong social media presence can help your company establish its brand identity online. Companies can post, tweet, and share information that will allow customers to get a sense of the brand. Their content will keep consumers engaged and let their followers know that the brand is up-to-date and cares about staying relevant and reaching out to their audience.

Not only do social media platforms allow businesses to send high-quality content to their followers, but they also help consumers connect with their brand. When people connect and communicate with a brand, they are more likely to view that brand positively. 83% of people who receive a tweet back from a brand feel better about that business.

Businesses that want to show customers that their brand is engaging and that care about building relationships with their audience should use social media to post relevant content and address customer service requests.


From your customer service to your website design, your brand needs to be consistent. This way, everyone who interacts with your business will know what to expect from your brand. It takes the average person five to seven brand impressions before they remember your brand. If your brand is constantly changing, it will be harder for consumers to recognize and remember your brand.

Your website design can play a major role in your brand recognition. Using familiar designs, themes, and logo placement will help your website visitors know what to expect when they interact with your brand. Using a consistent color can increase brand recognition by up to 80%. When you create or make changes to your website, keep brand recognition in mind.

For help creating a website that will build your brand identity, contact Benchmark.