Updated: Jan 20
As a strategist and business architect, I always wondering what is the difference between digital branding and branding in the digitally evolving world. What is the differentiation and activities involved to make these strategies work.
As branding is the father of marketing and sales, it is one of the key activities in the business to sit and think internally, and making some important decisions. Who are we, why we are doing what we are doing, how we are doing it and who we will do it for. Of course, what kind of relationship we want to build with our audience as well. These are all part of positioning scenario in the market that the business should be absolutely clear about and make it super clear for their targeted audience as well.
Number 1: Be Specific
Early in the business or early in the year, or even quarter, the business leaders will decide on these items and I give some examples for a imaginary strategy firm in Information Technology as well to make my point clear.
- Who we are: a group of strategy experts
- Why we are doing what we are doing: We are passionate to make a difference and the love to make businesses grow. Nothing is more rewarding and fulfilling to make other people successful
- How we are doing it: By providing branding, marketing and sales consulting services and packaging it as strategy as a service. We provide brand consulting which will lead to marketing strategy and will end up drafting sales tactics to help grow and scale the business by increasing revenue.
- Who we will do it for: CEOs of companies with 100 to 300 employees in Australia
- What kind of relationship we are building with our targeted audience: Highly personalized relationship to be able to deliver personalized services tailored to each individual organization
Number 2: Define metrics that drives ultimate target
So as you can see, we can be even more specific about these questions and coming up with ways to improve brand positioning in the market place. The more specific we are, the metrics to measure the success of these strategies and tasks will be easier to monitor.
The metrics will be very interesting to explore. Depending on the goal of the business (increasing revenue, expand market share, exploit new markets, deepening our existing customer base etc.) the metrics should be different according to the end goal.
Plus, there should be a repository to be able to capture collective leanings as well so the organization can benefit from the past experience.
Number 3: Define proper channels, and go digital
Now, all of these tasks are part of branding in the digital world. Please note that I have not mentioned anything about digital. These are tasks that you must do no matter what is the driving channel for your brand. Whether digital or traditional. Things become interesting when we decide what channels we want to use to deliver the message and brand story to our target audience. The moment we decide we want to use digital tools, we are shifting towards building a digital brand. I personally believe that the channel or media that carry the message of the brand will determine the nature of our strategy.
The implications of digitally brand your company or doing it traditionally is dramatically different. The way you speak, the tone of your brand voice and the words you can use are so different in nature that we can assume that digital branding and branding in the digital world are two different areas.
The reason that many traditional strategists and businesses cannot survive in the digital world, is another fact that shows thinking digital is totally different in nature vs. our traditional mainstream activities.
Number 4: What you do vs. what you say you do
This is where that I can say there is no difference between digital and traditional legacy world. No matter what you say, things you do will make your brand. It is a fact that your brand is the way you perceived by others and not what you think they perceived from you. So monitor that with great sensitivity and take any chance to ask your customers what they think and how they feel about you and your organization. Listen to them and give them the feeling that they have listened to. Apply their feedback to you business and do it fast. Influence them by value them and their ideas and include them in decisions that you are making. Nothing feels better that sense of inclusion in making decisions.
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