Companies must properly manage and maintain their online brands. Digital interactions are a way for consumers to interact with brands. Therefore, you must treat your digital brand as seriously as your in-store branding.

What is Digital Brand Management?

Digital brand management refers to the maintenance of your company’s brand online. How consumers perceive your brand and interact with it online will depend on how you manage digital brand management. These tools can be used by companies to create their digital brand.

• A company website
• Social media accounts
• In-app experiences
• Search engine result pages (SERPs),
• Review your services from verified customers

Each component is part of your digital branding. By leveraging these components, you can create a digital brand that is attractive to customers.

Create Consistent Experiences

Consistency is the key to ensuring consumers get to know your brand and how you manage it digitally. Customers may be less likely to trust you if your online image is inconsistent.

By creating and updating brand guidelines, companies can maintain consistency in their visual identity. A brand guide, also known as a brand book or brand guidelines, is where all relevant stylistic decisions are made and brand strategy materials are stored.

The components of a brand guideline can include:

• Typefaces and fonts
•  Logos
• Color palettes
• Additional brand graphics and patterns

You can be specific about your brand guidelines by using precise font standards and hex code to make sure that all platforms are represented uniformly. Airbnb’s guidelines include details such as kerning requirements.

To help future and current employees fully grasp the brand’s intricacies, the company visualizes and defines kerning.

Companies can use brand guidelines to unite all aspects of digital branding management. This will promote a consistent digital look.

Get Your Brand Voice and Stick to It

Your digital brand’s voice is critical. Companies can establish relationships with their customers by using a unique and authentic voice.

Your company’s brand voice is anything that supports the style of communication. When engaging in digital brand management efforts, it is important to evaluate the effectiveness of your brand voice. These are some of the factors to consider when assessing the strength and effectiveness of your brand voice.

• Current slogans
• Copy to your website
• Social media captions
• Use emojis if applicable
• Meta descriptions for website pages

Each of these components can be adjusted by your team to create the brand voice you desire. Consider light and quirky copy for your website if you want to create an irreverent brand.

When choosing the type of brand voice to use, be strategic. Digital brand management involves aligning your branding materials with the target audience. Your target audience should be considered when crafting your brand voice.

Once you have chosen and executed your brand voice, it is important to keep that voice in mind. Consistency is key to a strong brand voice, just like the other aspects of digital branding.

A thoughtful and well-thought-out brand voice will allow you to connect meaningfully with your audience via digital platforms, elevating the performance of your digital brand.

Your Core Values and Mission are reflected in brand materials

A brand communicates the values of your company. Make sure that your digital brand reflects your company’s core values and mission when managing it.

Digital brand management is not just about appealing to customers. Your company branding materials must also reflect your company’s authentic image. To communicate authentically with customers about your brand, you can turn to the values that your company already holds dear.

These values will guide you in your marketing and visual presentation. As long as you adhere to your brand guidelines this authentic digital presentation will allow customers to learn more about the company, and build trust.

Your core values are key to your product and service’s strategic positioning. Take Airbnb’s logo as an example. Their updated logo was created by abstracting symbols important to their core business.

The logo is a combination of symbols representing people, places, and love in one image. Airbnb’s stamp is all that consumers need to know about its values.

Consider how your digital brand management efforts can help you communicate your values clearly and simply.

Digital Brand Management requires you to dedicate your time and energy

Digital brand management is essential for creating an identity for your company that appeals to customers, given the frequency with which consumers interact with brands online.

You should carefully examine the voice and visual consistency of your brand when assessing your digital presence’s strength and status. Also, your ability to communicate your mission, values, and vision.

These elements will work together to keep your brand current and engaging.