What Is Digital Branding? And Why Do I Need It?
When you look up the term “Digital Branding” in Wikipedia, it is defined as:
“A brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content.”
What does that all mean?
Digital Branding is important because it is the container that includes Your Product, its characteristics, story, strengths and online presence.
Effective Digital Branding is designed for clear communication. When done correctly, your Brand Message cuts through the clutter, delivers your corporate image or identity, is easily understood, recognized and and will attract your Target Audience. These are your ideal clients who are ready to buy what you are selling.
Ideally, your product or service is the solution to your audience’s basic needs, and should answer the following questions:
• What is it that you are selling (or buying)?
• What need will it fill?
• Why do I need YOUR brand?
• And most importantly, WIIFM*? — (*What’s in it for me?)
Correctly positioned Brands convey their uniqueness in a way that more clearly explains why their Products and Services are better than their Competitors. Your Digital Branding should communicate with your audience in fewer than 7 seconds. That’s all you have! And most people will only stick with you for 3 seconds before they click to go somewhere else.
The average person is bombarded with over 3000 advertising messages daily. To get the Consumer’s Attention, your brand or advertising message must focus on solving one of their problems, or “pains”, or deliver something your audience can’t live without.
Your message has to be strong enough to cut through the clutter, otherwise their money will go to YOUR COMPETITORS.
As a Small Business Owner, or Entrepreneur, How can you be sure your Brand is cutting through the clutter to bring you better Sales and Profits?
• With Experienced Marketing and Branding Experts working by your side, you can cut your learning curve, define and capture your marketing niche more quickly for better results.
• Elements to consider while defining your marketing niche are: Defining your Target Audience; Understanding their Buying Behavior Patterns and motivation; and Conducting Business Intelligence to understand your competition’s strengths and weaknesses.
• I cannot over stress the importance of making sure that your Company Name, ALL your Advertising Words, Graphic Imaging, and LOGOs and Positioning Tag Line are succinct, clear, and resonate with your Target Audience.
• Over the last 30 years as a Design Branding Expert, my field has dramatically transformed from traditional branding with Print, Billboards, Newsletters, Articles and Mailed Letters to a whole new world of Digital Branding which takes this work into cyberspace. Advertising, Marketing, Branding Copy and Content must be created and customized specifically for new Digital Formats and Platforms. Design Branding Professionals now guide their Clients on “How to Best Present and Position their Brands” on Social Media Platforms such as: YouTube, Pinterest, Twitter, LinkedIN, Snapchat, Facebook Live, Instagram, Google Plus and Instagram Stories. The need for Design Branding Experts to consult Clients for Mobile Advertising has grown exponentially.
Today there are more choices than ever for delivering Content, Messages and Marketing your Products and Services. You can no longer ignore the Power and Importance of Digital Branding.
As a Madison Avenue Inspired Branding Expert, I’ve worked with Companies and Brands including: Procter & Gamble, General Foods, L’eggs Pantyhose, Massengill, and Carefree Sugarless Gum. I also have extensive experience Creatively Branding Entrepreneurial Companies ranging from Start-ups to Global.
