Letās start by saying what digital branding isnāt. It isnāt about logos or visual identity and it certainly isnāt about celebrity endorsements and big sports team sponsorships. What digital branding is really about is the sum of our online experiences. These online experiences may be influenced and impacted by logos and sponsorship, but we need to understand branding to be something much more than visual identity.
Branding has fundamentally changed because of digital media. Digital has led to two-way communications between brands and consumers ā social media means that we can now talk directly with the brands that we use every day. In fact, most communications via digital media donāt even involve the brand anymore and are now directly between consumers. We only need to look at review websites such as TripAdvisor to realize that what consumers are saying about us is more important than what we are saying about ourselves.
A traditional view of branding
When I say that branding isnāt about visual identity or logos many people will be shocked. Iām not saying that these things are not important, but what I am saying is that they are an increasingly small part of a much more complicated picture. Your logo and the visual aspects of your website design will certainly impact on a consumerās perceptions of your organization, and they mustnāt be overlooked, but the reality is that we now experience things in our connected world in a much more complicated way than previously.
The number of different online touchpoints (points at which we are interacting with a topic, product or organization either directly via something such as a website or app, or indirectly via a search engine results page or a social media discussion) we make before making a purchase are increasing. We are seeking more sources of information and are assigning trust differently. Gone are the days when marketing consisted of putting your product into the hand of a celebrity in a shiny 30-second TV commercial and thinking your efforts were complete.
This shift to dialogue rather than broadcast means that the traditional approach to branding is no longer sufficient. We need to understand how search, social media and mobile are impacting our target audienceās perceptions of us and how it is impacting their likelihood of buying our products. We also need to do this in a measurable way.
Itās all digital
Although this book is about digital branding, it is not only digital that creates your brand. It is every experience that your target audience has of you. From your call centre employeesā tone of voice through to the type of paper you print your business cards on. The fundamental shift, however, is that all of these things are tied together by an online experience.
What do you do while you are watching TV? Well, according to Nielsen more than 85 per cent of us will be second-screening on our mobile devices (Nielsen, 2021).
The reality is that our mobile devices are bridging the gap between our online and offline experiences, so that even broadcast media needs to carefully consider the online interaction it will cause.
Brand awareness as an excuse
I started this book by saying that brand awareness is a phrase that is often used as an excuse to justify digital activity that doesnāt have clear objectives. Letās take an example. Many organizations have Facebook pages. Yet most organizations have no idea as to why they have a Facebook page.
There is a body of research called the Social Media Benchmark, a series of studies carried out by the Chartered Institute of Marketing looking at how organizations of all types are using and being impacted by social media. What is abundantly clear from each stage of this research, however, is that the majority of organizations are not using social media effectively, but they are doing more of it!
We will look at this in more detail in Part Two, Chapter 5. In this part we will explore what digital branding really is and how it means that branding has fundamentally changed.
Business to business
When we talk about brands and consumers it is easy to assume we are talking about a business to consumer (B2C) situation. In fact, all of the principles we are discussing equally apply in a business to business (B2B) environment as well. As the potential customer in a B2B scenario, we are still an individual going through a decision-making process. Although the buying cycle may be different and the decision-making process motivated by different factors, we can still map out and understand how digital branding is having an impact.
In reality, the process of mapping the impact and value of what we do online in B2B is even more apparent because the majority of B2B purchases are actually made offline and we need to understand what role digital is playing in making that sale.