Branding has dramatically changed in the digital era, but have the fundamentals of branding really changed?
The fundamentals of branding has perhaps never really changed…but social/digital have made it a lot more dynamic – Jim Joseph
Gone are the days when branding was way more restrictive with print media being the king. In the digital era, brands tend to be much more dynamic to prevent themselves from being static and boring. With social networks, brands connect with consumers on a deeper level. Branding is about talking with the customers and no at them.
How people consume information and engage with the brand has changed in the digital world, though core focus is on people first approach and H2H (Human to Human) connect. With two way communication in the digital age, brands need to be more human and create that connect with the audience.
Brand management is still grounded in people, the new layer is technology, and with it, successful brand management requires adoption, understanding and application of how people interact with the tech. – Iva Ignjatovic
While the branding fundamentals haven’t changed, the key to successful brand management in the age of new media is to know your audience and listen to them. You can only make conversations with your customers if you ‘listen’ to them.
Social listening hence has become an integral part of branding.
Clear and consistent messaging on social platforms is another important aspect of branding in the digital era. It’s not anymore about just seeding messages in the media. It’s a two way communication street where brands need to share consistent messaging and also manage their customers’ expectations. Branding is not just about your product or service, it’s about social engagement.
Since thecustomers are always on the go connecting with brands they love, brands need to ensure they communicate and address comments/questions received by their customers. Thereby, making ORM (online reputation management) extremely important part of branding.
I have come across many brands that want to be omnipresent. In my opinion, brands should focus on being where their audience is and it’s absolutely fine to be present on fewer but relevant social networks. To manage online reputation and nurture a community on social network takes time and must be done strategically. Distribution strategy, therefore is one of the key steps in branding.
Successful brands in the age of new media are the ones that are nimble, transparent and adaptable!
In today’s time, it’s not enough to simply create branding assets. Digital age demands innovative experiences and focus on distribution than creation. Of course, one needs to create valuable content, however, equal attention must be given to the way a product/service is marketed.
What do you think makes for a successful brand in the age of digital abundance?
The article first appeared on LinkedIn.
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