Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Online branding … the pieces and parts

Online branding is today’s marketing

In today’s digital, online-focused world, how your brand appears online is a vital part of your overall marketing strategy. For many organizations, online has the most power of any of your marketing tactics.

Website, social and ongoing updates

Build a website that supports and expresses your visual and verbal brand; keep up authentic social media profiles; and continue to update and upgrade your online content to keep your online branding program fresh and vibrant.

We know. It’s tough. It seems like you’re never done, right?

That’s true. The challenge with all things digital is they need constant care and feeding. Formats change. Expectations shift. The latest news overtakes your message. And people have shorter attention spans.

They say human attention spans are now shorter than a goldfish, less than 8 seconds. (Who measured that, anyway? How could you tell if a goldfish was paying attention?)

Online branding covers many tactics and channels

Keep your brand voice authentic and true. How information is written and presented, the choice of visual elements — icons, illustrations, photos, portraits, graphs and charts, memes — your color palette, fonts and overall style express your brand, both visually and verbally. Keep those elements consistent to ensure quick recognition from the audiences you care about.

Let’s review the basic components of your online brand:

  • Your website presence: home page layout and landing pages to introduce visitors to your organization; extra content about your team, your products and services; e-commerce section and the shopping experience; how your mobile website appears and performs; how simple and smooth it is to use your site; blog post topics, comments, content
  • Social media marketing: including which social media platform you use; hashtags, memes, posts, photos, videos, comments and shares; campaigns, ads, retargeting ads
  • Online communications: personal and business emails and signatures; email campaigns linking to offers and landing pages; how your CRM formats your brand elements
  • Content marketing: information offered online … which can include downloads, white papers, reports, case studies, infographics, ebooks, checklists, online magazines
  • Online reputation: own your Google Place; manage and respond to reviews on Google, Yelp, Houzz, Amazon, Angie’s List, social media, Bing Places, etc.

My workshop titled “Get Your Business Online”

Use the steps outlined below to guide your website planning, social choices and to build your online brand. Designed for those who are taking first steps with their online brand, or businesses who want to improve their online presence, the two-hour workshop covers:

1. Your website | Information and engagement

On your website you own your content and control it. Google rewards fresh content so it’s important to update regularly and refresh content. The basics cover:

  • Define your goals
  • Optimize for search
  • Essential elements
  • Basics for build/hosting

Tips for an effective website

  • Content/copy
  • Images
  • Calls to action
  • Checklist

2. Social media | The top 6

How do you choose what’s right for you? Know where your audiences are spending their time. You may have to “pay to play” as social media platforms continue to evolve and update.

  • Facebook
  • LinkedIn
  • Twitter
  • Pinterest
  • Instagram
  • Google+


  • Pros and cons for each
  • Images and elements
  • Frequency of posting
  • Boosted posts vs. ads
Three sessions of this 2-hour workshop in Oregon in July, 2017

Brought to you by the Small Business Development Center/Chemeketa Community College, there are 3 sessions scheduled in Dallas, Woodburn and McMinnville, Oregon. Call 503.399.5088 to register. More details here.

Propel your marketing forward with your online brand

This post just scratches the surface of your online brand. And it gives you areas to address as you consider how your brand appears online–the experience it delivers and how your audiences can connect.

Some components are essential, some may not be as important, depending on who your audiences are and the category you’re in.

If you’ve made the decision to rebuild or update your website, these posts will help you create a website to serve as a marketing asset for your organization:

You can also use the worksheets below to build your online strategy. When you’re ready for an balanced view of your current brand (remember, you have a brand even if you’re not managing it), talk to us. Drop me an email and we can schedule a good time to talk.



About the author

Jennifer Larsen Morrow

Jennifer's four decades of work in the industry, starting as a designer and adding marketing, copywriting and digital marketing, has generated response for clients since 1978.

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