Understanding and Building Your Brand Presence

Building a strong brand presence involves a multifaceted approach covering internal, online and offline marketing elements. By optimising each component, businesses can create a cohesive and impactful brand experience across all channels

CREDIT: This is an edited version of an article that originally appeared on Fit Small Business

Brand presence defines the space your business occupies within its target market. It includes all aspects of your marketing strategy—such as your website, social media, print materials, publicity and advertising—as well as key elements like your company’s mission, logos, branding and messaging. While brand awareness measures how familiar and recognisable your brand is, brand presence represents the overall impact and footprint your brand has within the market.

Internal

Your company’s mission statement is a key element of internal branding. It encapsulates the core reason your company exists and should be clearly articulated. Complementing this, your vision statement outlines where you are heading, showing both your team and potential customers that you have a strategic plan and are working towards a specific goal. Your brand story also contributes to your brand message, along with visual elements like your logo, colour scheme, font choices and messaging about your products and services. All these internal components work together to shape and influence the overall brand experience.

Online

Your small business’s digital footprint encompasses everything from your website to the latest social media updates about upcoming promotions and product launches. Your website serves as the central hub for your online brand presence, anchoring your digital strategy. To enhance your brand presence, consider implementing these fundamental digital marketing practices:

• Regularly publish blog articles to encourage repeat visits to your website
• Share new content, posts, and products on social media platforms
• Organize contests to offer products, discounts, or prizes
• Launch a digital loyalty program to reward and retain customers
• Include sign-up forms for email newsletters and special offers

Having an unused digital space, such as a blog that is rarely updated is akin to having a room in your office you never use – it’s going to waste and costing you money!

Offline

Offline advertising, or display advertising, encompasses print, mobile and billboard ads, including newspapers, magazines, car wraps, roadside signs and other outdoor media. This form of advertising can be crucial for building brand presence, especially if you focus on local marketing to raise brand awareness and drive sales. Strengthening your brand’s influence in the marketplace involves connecting with local businesses and individuals interested in your products or services.

By understanding each element of brand presence—internal, online and offline—and identifying areas with potential for growth, businesses can effectively realign and adapt their marketing strategies. This comprehensive approach ensures that all aspects of their brand presence are robust and cohesive, covering every touchpoint with their audience. Whether it’s optimising digital content, leveraging offline advertising, or refining internal messaging, addressing each space allows businesses to enhance their overall impact and ensure a well-rounded and effective market presence.