Why Brand Visibility is Important for Startups

The primary reason why businesses are started is to offer service in exchange for money. The act of creating awareness and making your business visible is what we term as Brand visibility. This is an important aspect of establishing a business, because it is only when the public knows you exist would they even consider whether to patronize you or not.

What is Brand Visibility?

Brand visibility in the digital space, can be referred to as the process of creating an online brand or web presence that ultimately helps to create brand awareness. Brand Visibility can be defined as the frequency at which people see your brand in search results, on social media, email marketing and other online marketing channels. Brand visibility is about engaging in active online marketing to help draw attention of your customers to your brand.

Creating a Brand Identity

Promoting brand visibility online requires having a web domain or a web location where customers can find your brand, get information about your brand and initiate a transaction. The first item in your communication plan should be to create a brand identity. The brand identity of an organization are elements of the company that enables it assume a personality of its own, and gives it the legal status of a corporate citizen. The brand identity of a company is the corporate image it wants to be identified with by it customers.

Investopedia defines a company brand identity as how that business entity wants to be seen by customers of the brand. Some of the visible elements of the brand, consist of the company name, logo, tone, tagline, typography, and they are all creation of the business to represent the set value the company is trying to bring to the market and appeal to its customers. Once you have created a brand for your company, its time to start creating brand visibility and spreading the word of your brand through promotions and advertisement using various available channels. 

The reputation of a company is associated with its brand identity, just the same way the integrity of an individual is associated with their reputation. People like to do business with companies they can identify and have a name, registered office address, and good reputation. Customers also use these criteria and others in rating businesses. Other considerations such as timely service delivery, good refund policy, courteous customer relation and 24/7 customer service, and open communication channels such as phone, website, live chat, email, Skype and social media.

Search Engine Optimization

As an entrepreneur, you are expected to have a communication plan with a small budget that is enough for advertising and brand promotion. If you start up a company and no one knows you exist, then, what is the essence of starting it in the first instance. One of the ways you can create brand visibility is through search engine optimization rankings, which help to position your brand both in organic and paid search results.

Choosing the Right Keywords

Ensure that you have the right keywords in the meta section of your website that If your brand is appearing regularly on keyword searches, it tend to increase traffic from organic to your site, and that helps to establish your brand among your competitors and gradually move you up the search list. Selecting appropriate keywords help your brand to gain visibility by appearing each time a search is conducted using those keywords.

Online Marketing Channels

To promote your brand and engage your target audience, there are a number of online marketing channels that caters for these needs and also serve a unique audience. Social media channels such as Twitter, Facebook, LinkedIn and Google+ are quite effective, while for promoting visual and video contents, Instagram, Pinterest, Vimeo and YouTube are great channels for creating brand presence.

Regular Content Update

Activity is key to remain top of the pack. Regularly providing fresh information to customers mains them visit your site for updates when they trust that there will always be something new from you. Post new products, promotions and information about your brand helps to keep your site active. Search  engine optimization algorithms are based on several factors including, content relevance and title choice, speed of site upload, number of active domain level links, and many more. 

Engage in Brand Advertising

In assuming this corporate identity, and trying to project a unique image, engaging in Brand Marketing and Advertising will help to push the boundary of your brand visibility even further. As part of your communications plan, endeavour to create a small budget for online marketing and advertising. According to Statista, digital advertising spend globally, reached US$325 in 2019, which drop in 2020 due to the pandemic, but will increase again to US$389 billion in 2021. The report also showed that Mobile internet advertising spending is forecast to increase to over 247 billion U.S. dollars in 2020.