Online marketing is an effective way to help build your brand, but it requires work, commitment and perseverance to succeed.

When you build a brand for your business it gives it an identity, which allows customers and potential customers to understand what your business stands for and to appreciate it.

Just think of a brand name like Coca-Cola and all that goes into it: to creating a strong brand that is familiar to its customers and which makes selling so much easier.  This gives brands like Coco-Cola a massive advantage over competitors as customers already feel they know the brand and have an affinity with it and so are more likely to choose it.

Building a brand serves a business well in the long term: if your business has a brand with a good reputation it gives it trust and authority.

Keep branding consistent

One of the key things to check when building a brand is that your brand is represented consistently across the web, especially in relation to name, address, phone number, descriptions about services, products and the people behind the business.

The use of images and photographs is important: again ensure consistency and make sure they are of a high quality.  When using your logo always use the same one and make sure it is resized according to any size restrictions used by each site.

Customers and potential customers like to see images of actual people behind your business, so make sure you have a good mix of people and general workplace pictures.

Use videos

Videos are a good way to reinforce your brand.  You can produce a short, professional video that showcases your business and its people.  Make sure the business reflects your brand and features your logo clearly.

Videos are a good way to reinforce your brand.  You can produce a short, professional video that showcases your business and its people.  Make sure the business reflects your brand and features your logo.

They don’t need to be sales videos: just concentrate on creating quality videos that focus on good content that answer questions customers and potential customers may have about your business.

Another great way to build your brand is a good reputation, with customers sharing their experiences by posting reviews and recommendations online.  This helps create trust in your brand and ultimately makes it easier to make sales.  Of course, you may get the odd bad review and it is important that you respond to these to show people that you care what your customers think.

Maintain your social profiles

If you have profiles on some or all social networks, it is important that they are all consistent in the portrayal of your brand.  Keep the imagery and messages you use the same across your profiles and use the same branded graphic for each.  This will help customers recognise and engage with your business.

Content marketing

When you post content to your blog or website you should always consider brand building.  Make sure the content you post is useful and helpful, and answers the questions that your customers may have.  By demonstrating authority on a topic you will give potential customers confidence in choosing your business.

You can also take part in and contribute to forums and online communities, although this can be time-consuming and it takes time to build a brand this way.  You will need to decide if you have the resource to do this, or whether other aspects of brand building are a priority.

It is important to give time to building your brand on an ongoing basis as this will serve you well and make growing your business far easier.