The Basics of Building an Online Brand

Okay, so let’s start here—because I remember when I first got into digital marketing, I kept hearing people throw around the term “online brand” like it was this magic wand that would just poof your business into success.

But what does it actually mean?

At its core, your online brand is the vibe people get when they interact with you online. It’s how you show up—your voice, visuals, values, and the overall feeling your audience gets when they scroll your content, visit your site, or read your emails.

Think of it like your digital personality. It’s what people say about you when you’re not in the room (except the “room” is the internet… and you’re basically always in it).

Why Your Online Brand Actually Matters

Here’s the thing: people don’t buy from logos—they buy from people they trust.

And your brand? That’s how you build that trust.

Back when I launched my first freelance content gig (this was like… 2014?), I had zero brand. Just a basic portfolio and a LinkedIn page that looked like a corporate résumé. Crickets.

Once I built a real online presence—showed up as me on Instagram, shared actual stories on my blog, and made my brand feel like a human… that’s when the leads started rolling in.

So yeah, online branding isn’t just fluff. It’s foundational.

Step 1: Know Your Brand (Like, Really Know It)

This part feels obvious… but it’s where most people get stuck.

If you don’t know who you are and what you stand for, how can anyone else?

Define Your Brand Voice

Are you bold and edgy? Calm and thoughtful? Witty and sarcastic?

Your tone is everything. I always tell clients: imagine your brand as a person at a party. How do they talk? What kind of jokes do they make? Are they sipping wine in the corner or leading the conga line?

Your answer = your voice.

Clarify Your Brand Values

People want to know what you stand for.

Do you care about sustainability? Accessibility? Are you pro-freelancer, anti-hustle culture? Let those values shine through your content, your copy, your visuals—everywhere.

I once worked with a wellness brand that pivoted from generic “eat clean” messaging to a body-positive approach… and wow, the engagement blew up. People felt seen.

Step 2: Consistency Is Kinda Everything

This is one of those boring-but-crucial parts.

Your brand needs to show up the same way everywhere—your site, socials, emails, podcast intros, all of it.

Visual Consistency

Pick a palette. Choose fonts. Stick with a photo style.

I know Canva templates are tempting (and yes, I’ve fallen down the “try every aesthetic” rabbit hole), but trust me—consistency builds recognition.

Messaging Consistency

Say the same things in the same way across platforms.

I used to work with a startup that had like… 5 people writing content, each with a totally different tone. It was a mess. We created a brand voice guide, and suddenly, their audience got who they were.

Step 3: Create Valuable Content (Not Just Noise)

Ugh, I could talk about this forever.

You don’t need to post every day. You just need to post things that matter.

Educate, Entertain, or Inspire

Pick one—or mix ’em up. But don’t just post for the sake of it.

One of my favorite content pieces was literally a selfie I took with a messy bun and coffee, talking about burnout in digital marketing. It was raw, unfiltered, and real. And yep—it outperformed every polished carousel that month.

Use Your Story

People connect with people. Your experiences are your best content.

Tell the story of your first failed launch. Talk about how you got your first client. Share the thing that made you want to do what you do.

(And yes, even the embarrassing stuff. Especially the embarrassing stuff.)

Step 4: Build Community, Not Just Followers

There’s this myth that branding is just about looking good. Nope.

It’s about connection. People want to feel like they’re part of something.

Engage Like a Human

Reply to comments. Ask questions. Slide into DMs (not in a weird way). Show your face on stories, even if your hair’s a mess. Especially then.

I’ve had real conversations turn into podcast invites, client referrals, and long-term brand partnerships. All from showing up authentically.

Highlight Your Audience

Share their wins. Feature user-generated content. Make them feel seen.

When your community feels like they’re building something with you—not just watching from the sidelines—they’ll stick around.

Step 5: Keep Evolving (But Stay Rooted)

Your brand isn’t static. It’ll grow as you grow. And that’s okay.

Just make sure the core of who you are—the values, the vibe, the voice—stays consistent.

I’ve rebranded three times in my career. And each time felt terrifying. But I stayed true to my mission (helping brands grow with heart), and that kept me grounded.

Check In With Your Brand

Every quarter (or whenever you feel stuck), ask:

Does this still feel like me?

Are my visuals still aligned?

Is my content resonating?

Make tweaks, not overhauls. Unless… well, you need an overhaul. Then go for it. Just make it intentional.

So, What Now?

If you’re feeling overwhelmed—breathe. You don’t need to have it all figured out today.

Start small:

Write a brand mission statement.

Choose 2-3 brand values.

Pick a visual style you can stick with.

Post one honest, valuable thing this week.

The rest will come with time, experience, and a whole lotta trial-and-error. Trust me—I’ve been there.

And hey, your online brand doesn’t have to be perfect. It just has to be real.

So go be real. The right people will find you.