How digital branding adds value

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With all the focus on brand perception, social media engagement and changing business environments, it’s easy to get distracted from the business and marketing fundamentals that are essential to your organization’s success. This is especially true when you look at the fact that the environment is changing so quickly, and it is easy to be distracted by what is new and shiny rather than what is effective.

Fundamentally we need to be clear on two key things: Always have a clear sight of what your business objectives are and to focus on how any marketing activity carried out, is connected to this. Second, we need to understand out target audiences objectives so that we can align what they want with what we are offering.

What we are looking for is for business objectives and target audience objectives to overlap, when this happens we are creating value.

However, the reality of this in a digital environment is that this potential value is not enough. If I want a client to engage with me online it is not enough for my product or service to just provide value. I have to give you a reason to want to engage, to leave feedback about my product or service, and to generally create dialogue. This is where digital branding comes into play. It can work as a magnet to connect business objectives and user objectives.

Digital branding is the sum of experiences that we have online and it relies on the provision of value. This provision of value, will generally rely on some form of content, either that educates us around a certain topic and builds trust or content that we can share to make ourselves perceived in the way we would like to be perceived.

With this being said, even when we are dealing with products that would generally generate little engagement, we can drive engagement through appropriate content and smart digital branding.

To use this power of digital branding well, we really need to focus on the user journey and see how we can provide value in order to influence the decision-making processes involved in purchasing anything.