Building a Brand in the Digital Age

Birchbox is an online beauty and grooming subscription service that sends you monthly boxes filled with travel sized items they think you will like. You can pick what goes into the box before it gets shipped out to you. When Katia Beauchamp and Hayley Barna started the company, they used cold calling to get brands on broad. The two would email companies with their business idea and asked for advice on how to move forward. They also did test runs of their business to see what worked well and what didn’t. In a study done by Jason Daigler, he highlights how most brands are moving digitally but not all are successful. Some brands still need to mature to advance online. Companies are trying to create value by moving online as well as the physical store. They are viewing their online presence as a sales opportunity as well as a business strategy. You can keep your original customers while branching out to find new ones too.

So, what does it take to build a brand in the digital age?  While many believe that e-commerce is the only way people are shopping nowadays, it is important to establish yourself as a well rounded business. Stores based solely online can be forgotten quickly, while if they have a store front as well, they will attract more customers. For new online companies, start at the top of the marketing funnel and get your name and logo out there for people to see. It is easy to set up Facebook or LinkedIn ads, were you can reach millions of users and catch their attention. There is multiple ways to build a following to help your brand grow. Taking the correct steps and staying on top of who your target audience is will guide your company to take off.