Your audience is being bombarded with advertising and marketing messages that inhibit your ability to foster a special connection. The same talent or expertise is offered all over the Internet but what separates you from the competition is your story and how it’s presented in the digital space.
Digital branding is about establishing your brand’s story and presence in the digital space. Digital branding is the key to establishing a meaningful connection with your target audience. It’s about using your unique proposition to differentiate yourself and your offerings from the competition.
A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.Scott Cook, Co-Founder of Intuit
What customers are saying about us is more important than what we are saying about ourselves. Our digital branding efforts say a great deal about who we are and what value we provide to our prospective customers, clients, partners, members, or consumers.
The average person may believe that digital branding is focused on our logo or website design and how it may impact a consumer’s perception of our brand.
But, it’s much more complicated.
In a connected world with many online touchpoints (such as websites or apps, search engine results, online reviews, or social media discussions), most decisions are made after experiencing your brand in the digital space.
You need to understand how your digital brand is impacting the likelihood of your audience purchasing your products or services, joining your organization, or becoming a partner or sponsor.
That’s why digital branding is important to your business. Keep reading and you’ll understand how it works.
If people believe they share values with a company, they will stay loyal to the brandHoward Schultz, CEO of Starbucks
Digital Branding vs Digital Marketing
While you may often hear the terms digital marketing and digital branding used interchangeably, they are quite different from one another. Digital marketing is more about pushing a certain product or service based on how good it is, whereas digital branding is a little more subtle than that. Instead of focusing on one particular product, digital branding highlights more the underlying values of the company.
Branding will remain in place long after any product has been replaced, or discontinued. It’s what sticks in a customer’s mind once they’ve made their purchase and is the first thing they think of when they need your service again. While digital marketing is fantastic at getting one-time buyers, branding is better at building lifelong relationships between businesses and customers.
Therefore, digital branding is a more long-term marketing strategy. It is all about building up a brand identity through the use of digital strategy and planning.
Strong digital brand strategy will result in effectively communicating your brand experience so that your audience truly knows what you represent as a company.
Benefits of Digital Branding
IDENTITY STAYS INTACT: It keeps your business relevant to today’s times, successful and effective that is in tune with modern advances. A constant successful brand can be just the right tonic for the products and services of your business to stay relevant and to the attention of the modern customer.
DIFFERENTIATES FROM COMPETITORS: Your business may one day find itself in a situation that after a while, while other competitors may have become more active and prominent than your business, yours will have grown stale and dull, hardly inspiring. Customers may even forget what makes your business unique. Conditions in your industry could also become saturated with competition that will make it difficult to differentiate your business and its uniqueness from other businesses of your kind. Good Digital Branding can work wonders by offering great focus and help to distinguish your business from competitors, with more clarity. Consumer’s impression is what counts and Digital Branding can assist your business by bringing together all of its strengths and successes to light, ahead of your competitors.
VISUAL INTERACTIVITY: With Digital Branding, brands have begun to embrace a more engaging approach to attract customers, resulting in greater interactivity and greater engagement. Further, there is also the benefit of making the right choice of the right Digital Channel to induce better connectivity with the audience. For instance, hosting a Live-Video on Facebook / YouTube and responding to comments on the go.
MORE ‘GO VIRAL’: The trend today is towards more Virality, but what often happens is that ‘Going Viral’ has resulted in more misuse and more damage. However, with foresight and intelligence, the same can be averted and your brand could be pushed to ‘Go Viral’ at the right time and on the right occasion. Towards this end, the Viral Elements can be harnessed to push your brand within the reach of more people in a shorter period of time. Digital Branding can assist by ensuring that the engagement push is facilitated by choices of speed through Shares, Clicks, Feedbacks, and so on. This allows customers to make quicker decisions. End result, the more customers will feed on it culminating in more ‘Go Virals’.
COHESIVE MULTI-CHANNELS: Digital Branding allows businesses to converge on different online platforms from Social Media to Online Advertisements, Chat Applications, and more, with different display mediums. The ultimate benefit to your business from this is that a single message can be sent across but customized to every customer.
GREATER CONNECT: Digital branding facilitates greater connection with target-audiences, old and new alike. This implies that the brand values and preferences will still remain fully relevant and in line with older as well as younger demographics. However, constant rebranding can further help your business to be in tune with the younger demographics and their expectations while also ensuring that your business appeals to a different set of demographics as well.
In short, digital branding operates within the intangible area of your brand’s expression. It’s a tool, a set of prerequisites that, when used properly, make the intangible, tangible. It’s able to translate your brand’s story and values to all digital channels, where your consumers interact with your brand. Creating a fertile ground to build relationships on.