Branding in the digital era

In the Digital Era, creating a brand identity for a new enterprise or rebranding an existing organization — including developing a new logo image — poses a unique set of challenges. This piece describes and offers tips on some of the logistics associated with digital rebranding — changing websites and emails, moving blogs, rebranding social media identities, and promoting the new identity. It also addresses some of the human factors that can complicate and potentially derail a digital rebranding effort.

The intent is to offer a general sense of the factors to consider when an organization embarks on its own digital rebranding journey.

June 10, Logo design in the Digital Era requires attention to a unique set of factors to ensure the logo renders well in a range of applications. These considerations include simple design, strong colors, scalability, complementary fonts, monochromatic renderings, deconstruction and reconfiguration.

Additional suggestions are welcome. December 16, In the Digital Era, creating a brand identity for a new enterprise or rebranding an existing organization poses a unique set of challenges.

branding in the digital era

This article suggests 13 key factors that should be considered to maximize the likelihood of success. The factors are derived from the successful and failed re branding efforts of others, our own brand management experiences, and lessons learned from a rebranding initiative in early Branding in the Digital Era. Digital Rebranding: Logistical and Human Factors This piece describes and offers tips on some of the logistics associated with digital rebranding — changing websites and emails, moving blogs, rebranding social media identities, and promoting the new identity.

Share via. Logo Design in the Digital Era: 6 Critical Factors Logo design in the Digital Era requires attention to a unique set of factors to ensure the logo renders well in a range of applications. Creating a Brand Identity in the Digital Era: 13 Key Factors In the Digital Era, creating a brand identity for a new enterprise or rebranding an existing organization poses a unique set of challenges.

Share This. Join Our Mailing List. Spotlight Services: Social and Digital Engagement. Send this to a friend. Send Cancel.Many believe that brands will become less important as digital technology marches onward. They will surely be disappointed. In fact, it is likely that branding will become more important in the digital age.

Branding 101: How to Build a Strong Brand in the Digital Age

With more media and more brands, consumers have to more to filter out. In order to cut through the clutter, marketers will have to work harder to build brands that inspire loyalty. After World War II, most of the globe went through several decades of seemingly boundless economic expansion. Consumers had ever more money to spend and business expanded to meet the demand. It was the dawn of the branding age and marketers strove to make their products popular with consumers hungry to join the consumer culture.

It was also an era of mass media.

Importance of Branding in the Digital Age

There was a limited amount of TV stations and programming was geared to mass audiences. In this environment, creativity was king. Advertising pioneers such as David Ogilvy and Leo Burnett developed powerful brand images that transformed the landscape of commerce. Great creative work combined with mass audiences proved to be a powerful combination. Brands evolved into consumer icons and built enormous profitability for the companies that owned them.

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New, thematic channels chipped away at mass media, making it harder to reach audiences and increasing clutter. With the exception of special events like the World Cup and the Super Bowl, advertisers had to cobble together mass audiences by aggregating smaller ones. In the new media environment, brand messages became harder to get across. Media fragmentation emerged as the new reality. Advertisers started to look for alternatives to mass communication.

New techniques such as Guerilla Marketing and Communication Planning vied with upgraded forms of direct response marketing. In this new environment, creative strategy became just part of the picture. You had to present the right message, to the right person at the right time for the right price.

Brand promotion evolved into an exponentially more complex animal. Computer technology had a major role to play in the media revolution.I articulate two separate ideas in writing this commentary: 1 Providing a critique of the framework described in Keller Journal of Marketing57 1, ; 2 Identifying promising new directions that can extend the framework and building on some of the suggestions provided in Keller Academy of Marketing Science6 This is a preview of subscription content, log in to check access.

Rent this article via DeepDyve. Aggarwal, P.

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The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31 187— When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of Consumer Research, 39 2— Ailawadi, K. Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67 41— Bahadir, S. Financial value of brands in mergers and acquisitions: is value in the eye of the beholder?

Journal of Marketing, 72 649— Bharadwaj, S. The impact of brand quality on shareholder wealth. Journal of Marketing, 75 588— Brakus, J.

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Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 352— Brewer, M. Levels of collective identity and self representations. Journal of Personality and Social Psychology, 71 1 Broniarczyk, S.

The importance of the brand in brand extension. Journal of Marketing Research, 31 2— Chan, D. Journal of Consumer Research. The University of Chicago Press. Chun, H. Strategic benefits of low fit brand extensions: when and why? Journal of Consumer Psychology, 25 4— Cuddy, A. Warmth and competence as universal dimensions of social perception: the stereotype content model and the BIAS map.

Advances in Experimental Social Psychology, 4061— Dommer, S. Using differentiated brands to deflect exclusion and protect inclusion: the moderating role of self-esteem on attachment to differentiated brands.Hello marketers, business owners, designers and copywriters sorry if I missed someoneand welcome to a freshly baked, 10 minute-article that will present a new definition of an old industry: branding.

A brand is a set of concepts and perceptions people have about a company or product. A brand is not the company or product itself, but rather the identity or entity that is perceived by the people. We see brands blooming everywhere, thriving on Social Media campaigns and digital influencers endorsement. This is the digital era of branding and things are just starting to warm up. Credit: Brand Establishment. So, you have an excellent product or service and want to launch it on the market. But before even thinking of distributing it to the stores, your product needs branding.

A name, a logo, a unique positioning in its category, and a package. The first step in building a brand identity is knowing your target audience. Then, list down their most important characteristics like age, gender, location, income, education, behavior related to your product and interests. Bythey expanded to universities. Inthey improved the product by adding grammar checking and offering educational resources to students. Finally, they realized there were many industries where people wrote on a daily basis and needed help checking on their documents, so they set out to conquer the world.

Co-founder of Grammarly, Max Lytvyn, said :. It was a magical experience, to see how excited our users were. But, addressing these new segments of people meant they had to improve their products and adapt to their behaviors and needs. Everything starts with an idea, or with a belief.

Before releasing a product, a company must first write down its core values and state their mission in the world. They all want to contribute to making the world a better place, behind the profit gains.

Therefore, creating a brand is not possible without a philosophy and a mission. Though I may never be able to buy a Tesla car, I am truly in love with their electric cars, solar technology, and philosophy.

Branding in the Age of Social Media

Credit: Evobssesion. To create an entire sustainable energy ecosystem, Tesla manufactures a whole set of energy solutions: PowerwallPowerpack and Solar Roofenabling homeowners, businesses, and utilities to manage renewable energy generation, storage, and consumption.Every business needs a brand strategy, especially in the digital age.

This way of doing business online ensures that consumers have anything and everything they want, literally at their fingertips and in real time. Unless your branding efforts are strong, customers will not recognize, remember or even consider your products or services amidst your many competitors.

The sheer numbers of digital users around the globe speak to the immense possibilities that businesses have in the digital arena. Thus, branding in the digital age is more important than ever because it offers you an opportunity to:. Tactics without a strong strategy fall short of reaching business goals, no matter the landscape—digital or not.

Your business strategy begins with executing your brand promise. As such, your marketing strategy needs to revolve around consistently following through on this promise, to intensify customer experience, across all of your digital channels.

Engaging customers across all digital touch points in their everyday lives is the best way to invite prospects into your brand experience. The fact that someone needs to see a message seven times before they remember it has not changed. Customer loyalty and attrition are determined by every customer experience.

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Customers hold the power today because of the massive amount of information and choices that digital technology allows. In return, we know much more about our customers thanks to artificial intelligence AI. Customers now expect us to know about their wants and needs. Therefore, they demand that we serve them relevant content across the channels they engage with on a daily basis. Branding has never been solely about a pretty logo and quirky tagline.

Be sure that your messaging matches not only their interests, across the customer decision journey, but also is appropriate for the specific medium to deepen their experience.

While consistency in your look and feel across digital channels is incredibly important, your brand promise is the best entity you have to offer to your specific customers. This is the emotionally driven take-away to inspire your customers, keep them returning for more and even allow them to pay higher prices for your products or services.

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

Your brand promise is your competitive advantage in the marketplace. It can include simple things such as quality, selection, status, inspiration or even fast delivery. Whatever is most important to your target audience needs to come through in all touch points and channels, as well as with how you deliver on your promise. You might have heard that a brand is not only the products or services offered by a company, but mainly the promise and values the company puts forth.

This is critically important, but only partially true. Your brand actually lies in the perception of prospects and customers. Good branding is a lasting impression that sets expectations for your product or service. A strong brand will always provide you a competitive edge in the market.Social media was supposed to usher in a golden age of branding. Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers.

Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant. What happened? The issue is, social media has transformed how culture works, in a way that weakens certain branding techniques. It has united once-isolated communities into influential crowdcultures.

Crowdcultures are very prolific cultural innovators. Consider that people making videos in their living rooms top the charts on YouTube, which few companies have managed to crack. While they diminish the impact of branded content, crowdcultures grease the wheels for an alternative approach, cultural branding.

In it, a brand sets itself apart by promoting a new ideology that springs from the crowd. Chipotle did this successfully when it made two short films critiquing industrial food, tapping into a movement that began in the organic-farming subculture and blew up into a mainstream concern on social media. Other good examples come from personal care. Dove championed the other side of the divide, with campaigns that spoke to crowdculture concerns about unhealthy beauty standards for women.

Brands succeed when they break through in culture, and crowdcultures are a great vehicle for doing that. Companies have sunk billions of dollars into producing content on social media, hoping to build audiences around their brands. Social media has transformed how culture works.

Digital crowds have become powerful cultural innovators—a new phenomenon called crowdculture. While crowdculture has deflated conventional branding models, it actually makes an alternative model— cultural branding —even more powerful. In this approach, brands collaborate with crowdcultures and champion their ideologies in the marketplace.

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In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe.

Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff. As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers.On the other hand, many startups struggle for years to gain traction in their market.

Why do some companies capture the attention of an audience while others get dismissed? Branding is a word that gets tossed around a lot in the marketing industry. The only problem? Nobody can seem to define what a brand is. Branding is an emotional feeling about a company that makes them seem like the better choice against their competition.

How can we turn momentary sentiment into something tangible? I invited Bernie to speak on the Everyone Hates Marketers podcast to discuss:.

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Companies who ONLY focus on marketing tactics without a branding strategy become a commodity in the marketplace. This means any new company can pop up, copy your business model and do it at a lower price than you. If you listen to my podcast, you already know that I like to challenge my guests to break their methodology down so you can walk away from each interview with a practical step-by-step.

branding in the digital era

The first step in branding according to Bernie Schroeder is to figure out how your company is perceived in the marketplace. Where should you look in order to learn this? Go to your customers. Bernie recommends getting a list of the top customers and reaching out to some of them. Talking to your customers is important. This circles back to the 1 rule of good marketing: Treat people like humans.

Business is about solving problems for your customers.

Branding in the digital era

Put it this way—talk to your customers. Research the customer journey from their perspective without leading them into what you think it looks like. Bernie Schroeder explains that when you speak to customers you must ask them simple questions. Your questions should be 5 words or less because if you ask questions that are too long they become leading. But the more simple the question? The more you can dig a bit deeper into each question and get the customer to slowly open up. Let me explain.

Distinguish between your direct competitors and indirect competitors. The easier way to understand this to think of famous brand rivalries. Odds are that you know of some your direct competitors off the top of your head. Identify direct competitors in your research by searching online. Go to websites where people interact to solve problems, like Quora and Reddit. Consult your own network and ask what competitors come to their mind. Or go back to your customers. What other companies were they considering using before coming to you?

These are businesses that sell a different product or service from you. In other words, your indirection competitors are solving the same problems as you.

branding in the digital era

Puma and Reebok are two other direct competitors. You get the idea. The next step in creating a phenomenal brand according to Bernie Schroeder is to take a look at trend reports. In short, a trend report lays out patterns that analysts have identified by looking at a collection of information and data.


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