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Written by
Vincent van Opdorp
Branding is the creative, strategic process of telling potential customers what your brand stands for. But what does it mean for your brand?
We've just mentioned several elements of branding: the brand itself, the branding itself, and brand identity. They're all related, but not entirely the same. A brand is how the outside world perceives a company. Brand identity is a set of creative elements that contribute to the branding process, such as the website, social media, and logo, which convey the brand's message, values, and purpose.
Branding is the process of designing and building a unique, memorable brand. It's a journey we've partnered with various companies and entrepreneurs.
Digital branding is how a brand profiles itself online through websites, apps, social media, video, and countless other means. Digital branding combines digital marketing and branding. Together, they contribute to the development of an online brand. But why is a digital brand presence important? Well, look up from that phone you're probably using right now. We're all constantly using our devices. Most of us engage with the wider world through the lens of the internet, making it essential for brands to reach target audiences and convert one-time users into long-term loyalists. The big yellow M is also visible on the digital highway.
With digital branding, any company can make its presence known everywhere, even in the palm of your hand. After all, if my mom has Instagram, why shouldn't her favorite shoe brand use it?
What's the difference between digital branding and digital marketing? While digital branding focuses on providing value and inspiring loyalty and brand recognition, digital marketing is all about finding new customers and generating sales. Ads are constantly pushed online, even if you don't notice them. That's digital marketing at its finest. Ads might come in the form of an Instagram celebrity promoting their favorite makeup or a pop-up coupon on a website. Unlike traditional advertising, digital branding doesn't speak to you; it tries to connect with you. It's more about establishing an online identity and positive feelings than inspiring people to make a one-time purchase. Digital marketing can be short-lived and deliver quick results. Branding establishes your brand for years to come, but it also requires a larger investment.
A robust digital presence ensures that customers feel personally connected to a company or product. Well-designed branding fosters user relationships and allows a brand to speak directly to consumers through daily interactions on the platforms they already use.
A company's online presence is the first way most potential customers learn about and interact with a brand. Successful digital branding conveys the right message; it's an extension of your (offline) branding. At its core, digital branding facilitates communication between a company and its customers. This can be as simple as making it easy for customers to find information about your company on your website or helping them quickly receive excellent customer service. Ultimately, a brand without an online presence is practically nonexistent in the minds of today's consumers. An initial introduction is easily made, but after that, it's key to be remembered!
