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DIGITAL BRANDING: CHALLENGES FOR TODAY'S BRANDS IN THE DIGITAL ENVIRONMENT

 

2019-02-19

Branding Team

Digital branding is a challenge and an opportunity for today's brands. A new changing context and, demanding at the same time, where the diversity of channels requires brands that are coherent, forceful and flexible.

It is also an opportunity to seduce new users, as long as we do it without losing our essence and value proposition.

In recent years, the digital environment has evolved to generate a context of high speed and high data transmission capacity that has forced brands to rethink their communication.

In what channels should my brand be? What tone should I use in each of these channels? What value do I contribute on this channel? What graphic resources should I use to reach potential users?

This and many other questions arise to the companies when they have to define a strategy for digital channels. It is a huge challenge for a brand to get a solid presence in the different channels without losing its essence and its value proposition.

THE DIGITAL ENVIRONMENT, AN OPPORTUNITY TO TAKE PART IN USER'S LIFE

Digital branding is the ability of a brand to have a solid and firm presence in an environment marked by interactivity, immediacy and the active role of the user.

It is also the ability of a brand to connect with users through different channels, to get them to interact with your content, to navigate to your website or not to lose your last video from your YouTube channel.

Thanks to this new context, brands have the opportunity to be part of the lives of people, helping them to make decisions, facilitating day-to-day actions, informing or being inspired.

But what does the digital environment demand to the brands?

ELASTIC AND FLEXIBLE IMPACT BRANDS

The digital environment is characterised by being multichannel. The potential consumers of our brand combine different channels before making the purchase decision. The brands of today have the challenge of being flexible and not losing their essence in the different channels where they can find the potential consumer.

The more flexible and elastic a brand would be, the better it can adapt to the new formats and supports that the digital environment offers.

When can we say that a brand is flexible in the digital environment?

  1. It is easily recognised by the user independently of the online channel to which it has presence:

The user recognises the graphic resources of the network and easily relates them to the brand that it belongs to. It is an example the following branded gif, that thanks to the aesthetic resources it is easily linked to Google:

Google Instagram

  1. Visually adapts to the aesthetic codes of each channel. In the following example we can see how Converse adapts perfectly to the aesthetic requirements of the channel while respecting its visual and graphic line.

converse ig story

  1. It is identifiable in the digital environment by users from the offline channel. Coca Cola is a brand with a well-established offline presence. Even so, it is a graphic element that can be linked to the brand even for users who know the brand through the offline channel.

cocacola

COHERENT VOICE TONE THAT MUST FIT IN THE CHANNEL

We can consider tone as the way a brand speaks to users. This is due to the values, mission and purpose of the company, but it is also conditioned by the type of channel we choose to work with.

How does my brand speak to users? Should I change the tone I use depending on the channel? Should my brand use new resources like emojis and stickers?

All brands must have a global communication tone that must be adaptable to the characteristics of each channel. Let's see an example.

Mailchimp took advantage of Valentine's Day to make an action to promote its platform and spread it to Instagram and LinkedIn at the same time. In the following example we can see the way the brand speaks to the user in two different social channels, although it is true that the brand doesn’t lose its personality in either case.

Mailchimp  Instagram

Mailchimp

BRANDS THAT PROVIDE VALUE CONTENT

A brand is strong depending on the image it projects, but also because of the content it offers.

The digital environment is an opportunity for brands, a space to reach new audiences, publicise values, differentiate from competitors, ... in short, seduce the user.

As we can see below, the well-known monthly magazine of the business sector Fast Company has made content a weapon to attract, seduce and retain users.

We can see that the way they present the content on Instagram is so different from the way they present it on their website.

While on the web they present the contents as a digital medium, on Instagram they follow a more visual line, with impact messages looking for viralisation.

Grid-fast Company

Fast Company

LEARN FROM THE USER

As we mentioned at the beginning of the article, the digital environment is an opportunity to turn your brand into something essential for your user. We can achieve this with flexible brands, a suitable tone for each channel and with valuable content.

The hyper personalisation of the digital environment allows us to involve the user with our brand. The user consumes the contents interactively and dynamically, defining the experience by himself.

Through the interaction, users give us information about how they perceive the brand, if they like the contents the service or product that we sell, what their preferences are, etc.

All this information has an incalculable value for the brand, and we must know how to exploit it and use it to continue building a firm presence in this changing and dynamic environment. And the more we know about the user, the better we can offer them what they need.

Analytic

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