A Digital Branding Checklist
Digital branding is a bigger deal than most companies realize. With more marketing than ever happening online, developing and sharing a robust and consistent brand is key in the promotional efforts of any company. Unfortunately, many companies don’t know where to start. This is an area we get asked about a lot from various clients. Here’s a quick and dirty checklist of areas to cover when you’re developing your digital branding.
Create Branding Guidelines -
First things first, you should put pencil to paper to create a document regarding any guidelines for brand elements. Include any structure you have in place around logo usage, taglines, imagery, social media, etc. We have a lot of great examples, so feel free to ask if you need some help! Many times small companies don’t believe they need branding guidelines, but they are always beneficial whether you’re talking about traditional marketing or digital efforts. It never hurts to have direction in place for anyone in your organization who might take on marketing.
Maintain Social Media Profile Consistency -
It’s important that your brand can easily be found and recognized across any platform. For this reason, you should use consistent names, handles, email addresses, websites, etc. Post consistently, and post content that is regularly relevant to your audience. Use the same tone of voice, the same sort of aesthetics in imagery, even similar post lengths. A few outliers are ok, but generally viewers should know what to expect when they see your posts and be able to recognize your brand.
Develop Email Templates -
It will make your email marketing easier and more efficient if you have a stable of templates that you know are on brand and pre-approved. Develop several email templates for different needs and make them available to your marketing and sales team, with instructions on when to use which.
Curate Website Content -
Make sure your website content is aligned with your brand messaging and uses the correct colors, logo placement, voice and tone. Keep length consistent across pages and ensure your brand is represented in a similar way across any page of the site.
Include Graphic Elements -
Graphics such as images are an important part of your brand usage. Include any pre-approved logo versions, infographics, and stock photo websites in your guidelines. Be sure to let marketers know the type of photos they should use (for example, do you like real employee photos, or are stock photos fine?) and where to find them.