A brand without a digital presence is like a car without tires. It won’t get you anywhere fast. While old-fashioned, traditional “analog” branding hasn’t gone the horse-and-buggy path, today companies need a diverse array of digital branding tools to cement their real-world presence.
Understand through this blog how digital branding can ensure that your branding campaign on digital platforms is a success.
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What is Digital Branding
Digital Branding is how you design and build your brand online through websites, apps, social media, video and more. Digital Branding is a combination of digital marketing and internet branding.
Why does the presence of a digital brand matter? Well, look up on that phone you’re probably on… We’re all using our devices constantly. Most of us engage with the world through the lens of the internet, making it essential for brands to reach targeted customers and convert unique users into long-term loyalists.
Digital Branding allows that any company is known anywhere. Afterall, if my mom has an Instagram account, why my favorite shoe brand wouldn’t?
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Benefits of Digital Branding
A strong digital presence makes customers feel personally involved with a company or product. Thoughtful branding promotes relationships with users and lets you speak directly to consumers through daily interactions on the platforms they are already using.
- Segment your audience
Your company’s online presence is how most potential customers will get to know and interact with your brand. Digital Branding lets you focus on your audience by targeting specific customer groups across online platforms they use most often: Twitter, Facebook, Instagram and more.
Let’s look at the example of the company “Outdoor Voices”, a brand of tracksuits. In years, they developed their own social media hashtag, #DoingThings, which customers tag when they’re wearing their clothes and embodying their lifestyle. Currently, more than 155,000 posts are tagged with just #DoingThings on Instagram.
#DoingThings is the difference between blindly consuming a product and feeling that you are part of a group or lifestyle. When you buy leggings or a sports bra from them, you’re buying an entry to a huge digital club. This is much more attractive to customers than just buying any old clothes and exercising.
- Connect with your clients
Successful Digital Branding makes customers feel like you’re talking to them directly, especially as you’re engaging on the same platforms they use to interact with friends and family. Be personal and meaningful: this is how you convert unique customers into lifelong brand followers.
In essence, Digital Branding facilitates communication between a company and its customers. This can be as simple as making it easier for customers to find information about your business on your website or helping them quickly with great customer service. Ultimately, a brand that is not searchable online is virtually non-existent in the contemporary consumer’s mind.
- Spread the word quickly!
There are tertiary benefits to Digital Branding as well, such as the potential to “go viral” or reach a mass audience in a short period of time, with little or no cost.
Imagem via Twitter
Now let’s take a look at Popeye’s famous chicken sandwich. Within days of the sandwich’s launch, the product received about $23 million in free online advertising simply because so many people — reporters, newscasts, Twitter users — were sharing, posting, and liking it. The sandwich is now sold out in many restaurants, providing even more influence and publicity for the product. This is the kind of exposure money can’t buy.
After all of this, will you still be out?
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