Businesses increasingly understand the importance of getting their word across to potential customers online. Every business focuses on reaching customers through email campaigns, regular ad campaigns on websites, blogs, and search engines, and influencer marketing. Frankly, with every business adopting the same strategies, it is a battlefield out there. A typical netizen who spends an average of six hours a day encounters over 6000 to 10,000 ads daily. This is especially bad news for the people who adapted to the internet for all their entertainment activities, seeking relief from the long advertisement sessions on television. This is also not great news for marketers, who are now struggling to get customers’ attention with all the noise out there. It doesn’t help that the attention span of humans has significantly decreased over the years.

Incorporating Online branding into other marketing efforts solves all these problems. By properly making use of digital assets such as a website, blog, and social media handles, a business can now create a brand identity to engage and communicate directly with the customers. A business may choose to reveal how a product is designed or manufactured, which engages customers and helps them to stay relevant. A business can also engage in conversations about recent trends or social issues, which elevates a brand’s position. Customers increasingly care about the opinions of brands they are purchasing from concerning various socially relevant issues. For example, the recent War on Ukraine had many eyes focused on how brands like Coca-Cola and McDonalds responded. Brands that took stances to exit or temporarily abstain from profiting from Russia were celebrated across social media.

The most relevant strategy for creating an online brand worth remembering is communication. Most small business owners create brand pages just because everyone else is doing it. They create a Facebook page or Instagram account and get into Twitter or Pinterest because everyone does. But without establishing proper strategies, all of that will be a complete waste of effort. Perfecting your branding strategy is the first step toward long-term success. If your business is generating the majority of sales through its Instagram handle, then it is a waste of effort to focus on Pinterest. Until you have a single focal point online, you don’t really have a strategy. Focussing only on platforms has a downside, as we all know how businesses that depended only on Myspace accounts turned out. This is why it is important to focus on your website and one or two of your major sales-generating platforms. Taking special care to redirect the customers from your brand accounts on other platforms to your website is an important strategy to retain customers and position yourself as a relevant brand.