A Brand’s Online Appearance Goes Beyond Aesthetics

Beyond choices in color, web design, font type, text size and imagery, branding also encompasses areas like your brand voice and customer service style reflected in blogs, marketing emails and social media. HubSpot defines it perfectly: “In this digital age, a brand is accepted as a completely immersive experience and personality of a company: the way an organization goes about their business, how others perceive them and the way they speak to consumers.”

To earn the respect and trust of its customers, a business needs to convey an image that they are available, responsive and professional. When customers post on social media, they expect a response, but 59% of the complaints on Twitter went without a response. Worse yet, many consumers felt their qualms were not answered in a timely fashion and that their problems were not solved.