Everything your company does online needs to fall in line with your company branding. Branding doesn't just mean your logo or color scheme, it means your entire business identity. While your logo sums up a lot of this, branding is much more than that.
Your branding matters even more online because in essence, that's all the customer sees of your business. They don't meet employees, they can't touch a product; they only experience three things: your words, your physical branding (the logos, colors, etc.) and any multimedia you offer.
Multimedia can get close to those real life experiences. You can have them "chat" with real employees or watch a customer video reviewing a product, but it's still not quite the same. So what's most important? Making sure these three areas always align. Here are some quick tips on how to do that.
1. Your words. Every line of text or comment should connect directly to your MESSAGE. (Your message is the bottom line of your company. It's your mission put into words.)
2. Your physical branding. Every design and document is an opportunity for brand recognition. Make sure each chance you have to use your company colors or leave a logo, you do so. Also make sure any push marketing or website matches the base colors of your logo.
3. Your multimedia. If you have social media, interaction, video, or whatever, it needs to reflect both your message and your physical branding. It must get across your values and still line up with the overall image of your company. If its frivolous or not directly related, you aren't doing your company any favors.
The basic sentiment should always stay the same. Consistency will truly give you a recognizable brand on the internet.
What way do you make your brand stand out online?