Do you think simply having a website and desirable products or services is enough to generate online success? If only this was true. In reality, the most important element to remain competitive in the digital marketplace is a strong brand presence.
Brand presence differs from brand personality as the former refers to market saturation, not how your brand is perceived. While there are literally thousands of tips and guides designed to cultivate a strong brand presence within your market segment, studying this relatively new concept isn’t the easiest.
Thankfully, as long as you hold onto several universal principles, cultivating a strong brand presence can be an easy and straightforward experience. Beyond the traditional marketing tactics, such as on-brand marketing copy, the most influential tips boil down to your web hosting provider.
How to Build a Strong Brand Presence
#1 – Robust and Reliable Web Server
At this point, you’ve likely read about the importance of a high quality web hosting server package. In brief, this essentially means contracting with a web host capable of supporting your website in both uptime and performance.
Hiring a robust and reliable web server is the single most important step toward building a strong brand presence. Without a consistent and functional web server, your brand presence will be spotty. Nothing destroys your online reputation, trustworthiness and overall market presence quite like an unreliable web server.
#2 – Content Delivery Network (CDN) Integration
One of the most impactful ways your web hosting provider boosts brand presence is via a Content Delivery Network, or CDN. While this topic can be quite complicated, its integration with your existing website is, thankfully, pretty straightforward.
When activated, your web host delivers copies of your website to the network of geographically separated web servers within the CDN network. Instead of hosting your site on a single server, which may be thousands of miles away from the user, the server closest to the requesting browser responds with your website packets.
Essentially, CDNs reduce page load times and creates a beneficial redundancy protocol, which means your site is more likely to be available 100% of the time.
#3 – Leverage Website Monitoring Tools
As mentioned earlier, the uptime and performance of your website is paramount for brand presence. While this may not directly impact specific branding activities, such as interacting within social media platforms, the most influential tactic for solid brand presence is monitoring your website (both desktop and mobile versions).
Website monitoring tools automatically oversee the many moving parts of your digital brand. Integrating such a tool is even more important if you utilize web applications or are integrated with various third party systems. Providing a smooth and stable experience for visitors is the undercurrent responsible for driving your brand.
#4 – Back-end Framework Management
Regardless of your website, or the framework upon which it’s built, back-end management directly impacts not only the continuity of your brand presence, but also its perception. It’s easy to believe that brand presence is all about design and keyword targeting. However, the true support pillars of your business is its functionality and sustained performance.
When searching for a robust web host, be sure to choose one with multi-level backing management features. For example, database management, PHP file customization and real-time reporting capabilities.