Online Branding and Reputation Program
The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly
and interactively with their target consumers or customers. Given this, it's no surprise that branding concepts should be applied to digital media and technology to develop brands through interactions with consumers on their digital devices.
Creating a brand perception online takes into account all the possible digital platforms that your customers are actively on.
Digital Branding is having four main elements – Interactivity, Multichannel, Getting Viral and Progressiveness-
Interactivity to Embrace
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.
Digital Multichannels effect
Having 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; 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.
Potential to go viral
Virality 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.
As 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.
In order to progress, we need to have all our branding channels at hand. Digital allows that. It allows for versatility.