Why digital branding matters even more

April 25, 2021 | Ivo Blomme

Blog

Let’s start with the question: “What is digital branding?” It’s a term that’s been thrown around a lot lately. But what exactly is it? We all know the principles of traditional branding. And at first, it might look like digital branding doesn’t differ a lot. But it does. It might be even better to see digital branding as an evolution of traditional branding, as they both share a lot of characteristics.

The difference lies within the application. These days, a multi-channel approach is something that we can’t ignore, and that’s where digital branding thrives. The ability to tell your brand’s beliefs and story, no matter what channel you use, in a consistent manner. Let’s find out how digital branding can help your business.

Consistency is key

As mentioned above, one of the biggest advantages of digital branding is the ability to be spread through various digital channels, such as: online ads, search engines, social media, websites and online activations. The ability to apply your brand’s story consistently throughout all channels is what drives the effectiveness of your business. It will help reaching your target group in the large pool of (online) consumers.

We are way beyond the point of focusing on a single channel, in which we hope to reach everyone. Telling your story and expressing it through each touchpoint, is essential. When the message of your brand gets lost in translation, the brand’s story gets distorted and becomes blurred. When that blurry message is spread through different digital channels, you are not consistent anymore and therefore you lose credibility. Losing grip on how your brand is perceived, which in short term might not be noticeable, can wreak havoc in the long run.

A brand is just a perception, and perception will match reality over time.

Elon Musk, CEO of Tesla

Building relationships

Your brand needs to tell a credible story. A story that consumers want to be able to relate to. The digital landscape is evolving fast and we’re experiencing a technological evolution that gives potential consumer the tools to experience brands in many ways. Our goal is building relationships with them. A solid Digital Branding helps you build these relationships, because your brand values are the ground from where you start building with the digital principles you’ve defined instead of the tools and technology.

If people believe they share values with a company, they will stay loyal to the brand.

Howard Schultz, CEO of Starbucks

Word of mouth

One-way communication is boring. The tools & technologies used in digital branding, enable you to really interact with consumers. That results in consumers not only being involved in your brand, but also in starting to really love your brand and the story it represents. This leads to personalized and unique consumer experiences, as each consumer is different and has his or her own values. Through interaction, both parties not only provide input but also feel part of a bigger whole. Long term relationships are worth investing in, as they lead to longer commitment and ultimately create brand ambassadors: your customers become one with your brand and start communicating about it to family and friends. The power of word of mouth is certainly not be underestimated.

A brand is no longer what we tell the customer it is – it is what consumers tell each other it is.

Scott Cook, Co-Founder of Intuit

Conclusion

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.

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