Mastering Digital Presence: Why Online Brand Building is Non-Negotiable for Tier-One Corporates

The digital world is shifting faster than ever. Fake news and misinformation are rampant, generative AI tools are churning out content at an unprecedented scale, and new social media platforms like BlueSky and Threads are adding to an already crowded landscape. These trends have made it clear: your organisation needs to continue to develop your online presence to remain competitive and compelling.

The urgency to adapt is evident. Data from Statista indicates that global digital ad spending is projected to reach £653.48 billion this year, showing that brands are heavily investing in digital channels to connect with their audiences.

And our own marketplace data backs this up…With hundreds of briefs running through the StudioSpace marketplace, we have a unique macro view of what’s in demand in marketing services, and a great overview of the types of projects that big brands are investing in.

Each month, we collate data to find that month’s most popular briefing categories on our platform, and our annual 2024 Lookback & 2025 Predictions Report echoes the Statista data above – as there’s been a sharp rise in social media and brand-building projects initiated by major corporates, signaling a collective push toward digital dominance.

In this article, we’ll break down why online brand building is so critical for corporates right now, explore the hurdles faced by big brands, and highlight what leaders in the space are doing right (plus give you early access to register for an online event we’re hosting in Feb 25, where we’ll be deep diving into this with expert agencies who offer unique and useful insights into this - email us here to express interest in joining the online event).

The Case for Online Brand Building

You know this already: A strong online presence is critical for maintaining relevance in a crowded digital marketplace. According to a 2023 survey by Edelman, 81% of consumers say they need to trust a brand to buy from it, underscoring the link between brand trust and business success. Furthermore, data from Statista mentioned above indicates that brands are heavily investing in digital channels to connect with their audiences.

And it’s no surprise why…

A study by McKinsey revealed that brands with strong online presences are 20% more likely to outperform competitors in terms of revenue growth. Furthermore, according to the Content Marketing Institute, B2B organisations that invest in content marketing see a 6x higher conversion rate compared to those that do not. For B2C brands, research from Nielsen shows that 89% of consumers stay loyal to brands that share their values online.

Challenges in Online Brand Building

Despite its importance, online brand building comes with significant challenges, especially for large corporates:

• Multi-Channel Complexity
  Brands must maintain a cohesive presence across multiple platforms, from social media to email marketing, websites, and emerging channels like TikTok.

• Content Volume and Quality
  The demand for high-quality, engaging content is relentless. According to HubSpot, 70% of marketers actively invest in content marketing, but large brands often struggle to scale content creation without sacrificing quality. The risk of inconsistencies—in tone, messaging, or branding—is high when multiple teams and external agencies are involved.

• Budget Constraints and Big Ambitions
  Even tier-one corporates face budget scrutiny. Allocating resources effectively while meeting ambitious brand goals requires careful planning. Social media advertising, for instance, is both essential and expensive: costs per click (CPC) on LinkedIn for B2B campaigns can be costly (especially in more competitive sectors with high keyword contention), while running brand-building campaigns on Instagram or YouTube for B2C audiences often demands significant investment in creative production.

• Regulatory and Compliance Challenges
  Highly regulated industries like financial services face additional hurdles. Strict compliance guidelines dictate what can and cannot be communicated, creating barriers to creativity and spontaneity.

How Your Brand Can Master Its Online Presence:

As digital landscapes evolve, the importance of online brand building will only increase. Tier-one corporates that invest in authenticity, adaptability, and innovation will secure their place as leaders in their industries. By overcoming challenges and embracing opportunities, brands can ensure their online presence reflects their true value, driving success in both the short and long term.

Some obvious considerations that will help you navigate and build your corporate’s brand online include:

• Invest in Multi-Channel Excellence: Ensure consistent messaging and high-quality experiences across all platforms. A customer interacting on LinkedIn should feel the same brand trust as one watching a YouTube ad.

• Emphasise Content Strategy: Build a content engine that balances thought leadership with engagement. Tools like AI-driven analytics can optimize content performance.

• Align Budgets with Goals: Focus on channels and campaigns that deliver the highest ROI. Use data to make informed decisions about resource allocation.

• Monitor Brand Health: Use social listening tools to measure online sentiment and address issues in real time.

In our upcoming online StudioLive event, on 28 February 2025, StudioSpace will be talking to three agencies who specialise in online brand building for big brands. Each agency has a deep and interesting area of expertise and will offer their insights into how brands can excel at building your online presence. We’ll cover things like (1) how to approach your strategy in a landscape with such fragmented channels and ever evolving audiences or (2) how using humour online can be the secret weapon that 10x’s your marketing returns or (3) how big brands are leveraging digital PR, influencer marketing and experiential to amplify their online brand building.

Working in a big brand and want to join us for this online conversation? Simply email us here.