While traditional brands were created offline through traditional channels like magazines and billboards, brands in the 21st century are created in cyberspace and communicate online – if only because that’s where the millennial consumer is to be found. The common factor underlying the two forms of branding and marketing is the fact that both are expensive in terms of human resources – and this becomes a roadblock – particularly for a small business owner. Litmus Branding – a branding agency in Ahmedabad – helps small businesses with their digital branding and marketing efforts.
When it comes to digital branding and marketing the line differentiating the two blurs to the extent that the terms are often used interchangeably. So are digital marketing and branding the same?
What is Digital Branding?
Digital branding is the process of creating awareness, gaining recognition, and generating loyalty for your brand. It is a continuous process – a series of activities performed repeatedly – to reach a specified audience and encourage them to talk about your product brand and business. The end goal is of course to drive sales but in a way that is inoffensive non-intrusive and understated yet encourages buying decisions rather than bombarding the consumer with flashy advertisement.
Is Digital Marketing Digital Branding Same?
Quite simply no – but the difference is subtle. Digital marketing is about promoting a product, brand, or range of products online, whereas digital branding encompasses all activities that help generate awareness, recognition, and loyalty towards a brand or business. While digital marketing focuses on driving sales, digital branding is about promoting the value of the business in the minds of the consumer. Branding is all about creating an image in the mind of the consumer while marketing endeavours to influence buying decisions.
You might think of digital branding as a consistent ongoing activity and digital marketing as a more focussed activity with a definite goal – driving sales.
But then one might well ask, “If digital marketing can drive online sales why do we need digital branding?”
The simple answer to that question is – you need digital branding for the same reason you need traditional branding – to imprint the product in the minds of the consumer and keep it there – but that’s not the only answer. Digital branding can do a whole lot more. Here are five benefits of digital branding that will change the way your consumers perceive your brand and the way you perceive branding and marketing.
Benefits of Digital Branding
Cyberspace is a huge arena with literally thousands of brands competing for consumer attention. If you ignore or overlook even a single channel or opportunity, you might lose out to a competitor. Imprinting your product and business in the minds of consumers is far more difficult online as compared to traditional channels. That’s why digital branding is so all-important.
Strong Identity
A strong digital branding strategy gives you a strong online presence. As consumers surf social media and search engines they should recognize your brand instantly. In order to achieve this, your product, brand, and business should show up wherever they go. This is possible by communicating your brand value through multiple online channels using a strong digital branding strategy so that your brand value is appreciated and lauded. Bottom line – your consumers are all over the internet so creating a strong and recognizable identity is extremely important.
Avoid Metastasis
As a small business owner, you might think spending an hour on Facebook every day will make your content viral. Content going viral is good – even great – but metastasis is bad. When a piece of content goes viral in an unplanned fashion it can spell trouble. For instance, in your effort to go viral you could completely miss your target audience – whose thought process is unique –and end up marketing to the masses instead thus reducing your ROI and defeating the very purpose of your efforts. You might also be putting unwanted pressure on your consumers which can backfire. It’s far better to control the virility of your content through strategic digital branding.
Social Outreach
Rather than hoping your content becomes viral, be social on social media and interact with your consumers, engaging them and gently encouraging discussions about your brand – not a specific product. That way, your consumers will promote your business and brand. Once your consumers begin to “like” and “love” your brand and start talking about it, sales will follow naturally and you’ll gain loyal customers who will not only come back for more but also recommend you to others – great ROI don’t you think?
Distinction and Distinguishing
The world of cyberspace is volatile. While good news spread quickly, bad news spreads faster and further. Garnering positive attention and retaining it in this scenario can be challenging. Digital branding allows you to share your values with your chosen audience in a controlled fashion ensuring that your brand grows steadily and steadfastly not only distinguishing it from competitors but also giving it distinction and prestige.
Cohesive Connections
Your online audience will not see any of your marketing collaterals in a silo. They will view your brand as a whole seeing it through Google Ads, on Social Media, at an e-store, indeed everywhere they look. This type of omnipresence is good provided it has the right impact. In order to achieve this, you should not just flash your brand message across but also personalize it with relevant offers and suggestions. This type of dual marketing is possible only through digital branding.
Litmus Branding – a branding agency in Ahmedabad – helps small businesses with their digital branding and marketing efforts. Contact us now to discuss your digital branding strategy.