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Digital Branding needs to clarify the difference between marketing and branding:
Marketing or merchandising basically seeks to identify needs and satisfy them through products and services. Its objective is to develop strategies that bring these products and services closer to people, generating sales. In this sense, digital marketing encompasses all the actions focused on this purpose that occur in the digital environment.
The term “digital branding” is simply a way of saying that branding as we know it has evolved, since today there are other scenarios for brands besides the traditional ones. Digital scenarios that imply deeper relationships between brands and human beings.
Why Is Digital Branding So Important?
Building a brand is an essential job for any company (more than most realize). Many managers and marketing directors consider that having a good product or service is enough. But while it’s vital, it’s not the only thing that matters.
People don’t “fall in love” with a products, they fall in love with what the brand stands for . In the words of Sasha Strauss, founder and director of Innovation Protocol, it is not enough to be the best in functional matters, you have to create a “belief system” or “belief system” around brands: a unique way of seeing the world.
Digital media offer us immense possibilities to connect with people, since they allow us to dialogue with users, listen to them and build with them.
What Should To Develop A Digital Branding Strategy?
Consistency And Flexibility
A brand must have well-defined values that adapt naturally to different media. Everything you do will speak about your brand, from a YouTube video to the way you answer a question.
Not all brands would be on all stages. To make this decision, you must think about the user: where he is, what he does for fun, how he is informed, etc.
Think About People, Not Screens
In digital branding as in content marketing, the focus is on people. It is about generating value by teaching them something, offering them valuable information or even entertaining them. Think about how you are going to do this across different touchpoints, both online and offline.
Don’t Talk About Yourself So Much
Personally, I really don’t like people who go on and on about how wonderful their life is without even asking how you’re doing. The same goes for brands, we like those that share interests with us and care about listening to us and making our lives a little better.
It is the best way to know your audience and provide value. For example, Netflix researches what its users watch, where and when, which gives it input to deliver relevant content that builds real connections with people.
In terms of branding and marketing, nothing is written. That’s why never assume that you already know them all, the best attitude you can take is to be curious and learn constantly.
Likewise, brands are also a work in permanent construction. Make sure yours has a strong foundation, foundations that go beyond functionality and deeply connect with people. Ask yourself what your brand believes in and how it helps people improve their lives. Only then will you be able to know how to dialogue with them and offer them value throughout the different points of contact.