Branding is simple and it should be. The goal is to establish a recognisable name, symbol, design, outlook that serves as a unique identity of a product or service. It tells of your story and the experience that customers can expect. It boils down to perception. So, what is digital branding? Simply put, brands these days do not solely rely on offline mediums to cultivate their brand. Brands are leveraging on digital mediums such as websites, social media, mobile apps, digital advertisements, email and the likes, to solidify their online position; allowing a more wholesome experience.
Creating a brand perception online takes into account all the possible digital platforms that your customers are actively on. The term ‘digital’ can be broken down to 4 main elements – Interactivity, Multichannel, Virility and Progressiveness. Each of these has its own benefit towards your brand. Let’s break it down.
1. InteractivityGone are the days of one-way communication. Brands have to embrace a rather engaging approach to attract customers. Digital branding allows for greater interactivity where brands can choose different elements within a content to be marketed in a more engaging manner. For example, showcasing your product USPs via a GIF, hosting a live video on Facebook / Periscope / YouTube and responding to comments on-the-go, launching clickable banner ads on related websites.
Allow your customers to do something, get them in on the experience. This will create a deeper branding strategy.
2. MultichannelHaving your brand strongly vested in digital branding allows for a convergence of different platforms. Imagine your brand’s identity being unified across multiple online platforms (social media, email, online advertisements, chat applications) with different display mediums; all in unison, preaching one message yet customised to every customer.
Your brand’s content requires a channel as an outlet. Digital platforms are at your fingertips. Set them up and integrate them to showcase your brand.
3. ViralityVirality has come a long way and has been misused many times. Having your brand go viral is a post result instead of a pre-planned process. There are viral elements to potentially push your brand towards a further reach in a short period of time but there is no guarantee. The beauty of digital branding is that brands can easily pick up speed by customers’ engagement through shares, clicks, recommendations, feedbacks, dark social and so on.
Having a digital base allows customers to have quicker access to the brand’s identity; allowing them to make quicker decisions on engaging with it. The more customers feed on it, the potential to go viral is higher.
4. ProgressivenessAs you continue to uphold a digital branding strategy, you will realise that it is easier to expand your brand’s appeal in order to progress in this fast changing environment we live in.
Integrate your branding strategies. Cultivate a habit to unify your brand identity both online and offline. Digital branding is becoming a staple method of branding. Jump on board! Read Part 2 for the results for digital branding.
In order to progress, we need to have all our branding channels at hand. Digital allows that. It allows for versatility.