This post is a summary of a recent blog I wrote for Smart Insights on how a brand strategy must consider and ensure a “Digital Centric” approach to the brand creation and ongoing activities.
In 2013, more than any other year; website(s), search marketing, mobile content, social media, rich media, e-commerce, email marketing and their interaction, all have to be carefully considered in a brand building process.
Key Brand Factors
In a branding process it all starts with the customer; considering a number of factors from age to gender to disposable income, through to their estimated frequency of purchase.
The demographics will have a digital footprint, It is vital to determine what these customers will search for, what devices they will be using and when and which social networks, websites and apps they engage with, how often, and when.
Offline, a brand’s connection with customers will deliver an experience good or bad. For example in retail, a customer can call to get a location and opening hours, drive to the location, walk into a store or warehouse, access the checkout, purchase effectively and leave safely and securely.
Online branding should deliver the same experience that you wish to deliver for your customers; including accessibility. There is though a long way to go for this to be taken as the norm.
In a recent survey only 18% of brands surveyed admitted to being “seriously” committed to delivering the best possible online user experience (UX). More reading on this statistic via a recent Feb 2013 report is available via e-consultancy.
For some, this is their understanding of where branding starts and finishes. Of course, we know there is much more, but it is true that it is what instantly connects customers with brands. It can create interest, curiosity, affinity and connections.
A hugely important factor to consider when it comes to identity is naming. In Digital Marketing this impacts most on search.
Another key factor is how the brand stands out in a multi – platform crowded experience. Our bookmarks, web apps on our browser, image results for search and also our mobile app icons and more, should make everyone think about how the identity performs and connects with the audience.
Facebook is a great example of how it’s distinctive “Blue F” and like “thumbs up” icon works well alongside or in isolation to the Facebook logo making it perfect for a multi – platform approach.
From searching online, to sampling apps, to experiencing website UX and subscribing to their emails, competitor analysis is more open and accessible than ever before.
More than ever before, insight can be gained to learn what they offer, how they communicate, what experiences they have and where they focus customer and product attention.
All brands have to be aware that they are being watched, Prices are being matched, tweets are being scanned, and websites are being trawled through so as brands can begin to gain a competitive advantage.
Key messages to support the product, service or customer value are essentially what add weight to an identity and enable consumers to “get it” in a few seconds.
Tesco’s key ‘brand driver’ is simple; “Every Little Helps”. This means different things to different people, but Tesco strive through digital, to make shopping easier, more helpful, and personalised and more rewarding through its content, features, rewards, mobile apps, personalised offers and multi – channel shopping experiences.
“Every Little Helps”, suits perfectly.
Sky’s key message is “Believe in Better”. Sky do, over all the home entertainment and connectivity providers, have best in class solutions and the user experience it always seems is largely ahead than their competitors. Sky online products just feel right. I believe their products and user interface is “better” and I also have noticed their belief in being better has led to them being first for key innovations such as their “Sky Go” app.
When developing a brand project, location is a key factor. With online, location becomes important because the business is not in total control of its audience and their location.
A key element to online branding with regards to location is the fact that if a business is selling online across various countries then it MUST invest in a commitment to at least consider the impact of language, culture – centric online advertising and importantly also be able to deliver on shipping timelines which customers expect.
Location, as part of brand awareness and engagement has also become much more of a factor with the use of smartphones. Location based apps to help customers on the go find a business, buy using their mobile, share etc are adding value to the brand. A great example of a brand investing successfully in digital brand strategies per location is Starbucks. Read More about Starbucks’ digitally aligned strategy here
In branding processes, products are considered in terms of their key messaging and top level display in line with the brand image and positioning of the company. If a brand is positioned as having unique or ‘competitor busting’ attributes then what digital media allows is the opportunity to show this like never before with features such as:
- Video content
- Interactive personalisation
- Sharing facilities
- Augmented reality
- Real time configuration
A great personalised online brand product experience comes courtesy of Nike. Nike ID This fits Nike’s highly personalised and user -connected brand experience which offers personal and complementary products such as Nike + and Nike Fuel.
How people in an organisation understand and deliver the brand are central to making the brand work. Online, people still remain an important element to the brand on a number of levels. Customers may see, hear and read about key members of the team; customers may wish to check the history or find out more about a person they met to ‘suss them out’ further.
People are responsible for the online brand delivery because a digital brand communication strategy is nothing without content. Businesses must ask these people related questions:
- Do I have the resource to communicate online?
- Does my online content style match my messaging and tone of voice?
- What channels do I use to enable efficient customer service?
- I have a team of content writers online how do I ensure consistency?
- Will my staff’s personal and business related online activity strengthen or harm my brand?
Branding and brands simply are not successful in 2013 without ensuring digital is central to how they are communicated, advertised, consumed and shared. By taking into account the key factors mentioned in this article and ensuring there is a strategy that considers the right digital mix in support of the brand position, businesses can strengthen their online position in the marketplace and thrive in the digital world.
View the full article on Online branding: a digital-centric approach to developing brands here.