Anyone who has searched for a job in the last five years has likely been told to “…create a personal brand.” While slightly clichéd, the saying does hold some truth when trying to stand out from crowd. Those looking for a job must show why they are the right person for the job by consistently communicating through various mediums in a unique and believable way. This is the essence of a personal brand; the information and design on their resume must match their LinkedIn page that must match their personal website that must match their business cared that must match… you get the idea.
The same rule applies to businesses of all sizes today. Digital mediums have created countless opportunities for businesses to communicate their brand to customers (and countless ways to screw it up). Developing a consistent and reputable online brand is one of the most important items businesses should devote its resources towards. How many times have you decided against a restaurant after seeing their website design? Do you remember the number of reviews you read before making your last Amazon purchase? Maybe you went to a certain dry cleaner last weekend because your friend recommended it on Facebook? All these events (and whether or not you made a purchase) can be traced back to the success or failure of a business’s ability to effectively communicate its brand in the digital world.