Digital branding visuals to help measure and deliver purpose

What’s the point of it all? Since the dawn of humankind, people have agonized over that highly emotive question. As we steadily slip and slide towards the second decade of the 21st Century, more than ever that question is pivotal. In the sandstorm of why…how…what… when…who… and where… Rather than instinctively turning to people for answers, we increasingly gaze through windows on wrists, laps, and desks for digital to deliver neatly packaged solutions wrapped up in brand messages with emotional ribbons and bows. Consider Turkish owned McVitie’s (United Biscuits) which combined digital (via social media) and emotions to help sell biscuits.  Emotional marketing is nothing new. However given today’s consumers wariness of algorithms, many marketers bank on emotions to help soften qualms. Such fears could be credited to many factors including the veracity of social messages (Think Russia/Trump and Twitter/Facebook)… …

How to achieve brand management and change that drives ROI

My passion is to approach brand as the most valuable asset of an organization. In working with board members around the world, I’ve learned what’s of interest to them. It’s not merely the creative aspect of brand, but much more the business administration side of branding that resonates at C-level. Boring? Yes! Getting a mandate to implement brand change. Challenging? Yes! Let me describe the relevance and ways to go about it – for change and for ongoing brand performance.

The most valuable intangible asset

Brands are an organization’s most important intangible asset, and their management is absolutely critical. According to Brand Finance, brands account for 18% of the top 500 global brands’ market-value (2017). Traditionally, brands have been created by agencies, and brand management has been undervalued. Fortunately, that mindset is now shifting, and I’m pleased to have been part of the…

How to meet today's marketing compliance challenges with an online BrandHub

Marketing departments are bursting at the seams with opportunity. Upstream they are in overdrive producing content for niche targets, using multiple agency partners and designers. Downstream, content needs to be seamlessly distributed across a range of social, web, print and broadcast media. The challenges today are not only getting great work out the door, on time and on budget, but ensuring the work is compliant from a brand and legal perspective as well. As such, having a system in place that can cater for the full lifecycle of content from creation and collaboration, to creative approvals and the centralization of final artwork, is no longer a ‘nice to have’ but rather a must-have to streamline marketing operations. Especially, when working with tight marketing deadlines and multiple stakeholders. According to Tessa Court, the CEO of IntelligenceBank DAM, “most companies are undergoing a wave…

These easy steps will make you reconsider your brand strategy

a brand is a set of expectations, memories, stories and relationships that last, taken together, account for a consumer's decison to chose your product over another - Seth Godin Seth Godin's definition – listed above – summarizes exactly the true meaning of a branding performance. If consumers choose your brand over the competition’s, you win the game of business. Branding is complex. However, for your company to experience success, the branding strategy that you adopt must be carefully planned, tested, and ultimately optimized. But, if you have never done it before, it can be harsh in the beginning. We have collected several key factors that many big-level brands actively seek through their branding strategies. Success leaves clues – if we’re smart, we’ll pay close attention and adapt. If we’re not, we’re ought to spend some more time failing at what others have already failed before,…

White labeling your surveys will build trust when collecting data and help increase response rates

Protecting your brand identity in today’s digital world is of paramount importance, especially if you are engaging with customers and asking for their feedback. Consumers are savvy and something as simple as a bona fide branded domain can build trust and increase response rates to your online surveys. Does it really make a difference when so much data is collected every day? Consumers today can be reached in a multitude of different ways but respondents are wary of handing over personal data unless they know it is a legitimate request and the data will be handled and stored securely. Therefore, it’s helpful to all concerned when sending a survey invitation to be able to identify immediately who has sent the request. A simple way to ensure this is with secure domain branding. Something that can only be done with…

Use brand stories to connect with your customers

Story telling isn’t limited to novels or tucking kids into bed at night. In this age of short attention spans and masses of information being available, it’s incredibly difficult to capture someone’s attention and even more difficult to be memorable and encourage someone to spend more time focusing on your brand and business. Writing a story and building an emotional connection with your customers is one of the most effective ways to build a long lasting relationship and ensure that your customers come back over and over again, and consider your business their first choice in all their needs. The following five steps help to create stories that make you memorable and appealing to customers. Writing a story and building an emotional connection with your customers is one of the most effective ways to build a long lasting relationship and ensure that your customers…

Brands need to be authentic and put the customer at the heart of the story

For more than a century, Sacramento was defined by its history as a Gold Rush town. The mystique of rugged, enterprising gold miners drew tourists from around the country hoping to catch a glimpse of the Wild West. This was great for tourism, but it didn’t hold much appeal for locals. They certainly weren’t ashamed of their city’s past, but they had heard the same stories of rags turned riches so many times that they could repeat them in their sleep. Grizzled prospectors mining for gold isn’t the sexiest or most exciting imagery in today’s tech-focused world. When Visit Sacramento CMO Sonya Bradley and her team were tasked with updating the city’s branding, they built their messaging around a different kind of Sacramento gold: its thriving culinary scene. Her team highlighted the history of Sacramento’s vineyards — many…

Ensure the names you create for your podcasts, ebooks, products…and just about anything else don’t impede your marketing success

Savvy Digital Marketers know that names (business names, blog names, podcast names, online group names) have concrete marketing consequences. The marginal effect of a bad name across key marketing goals like attracting eyeballs, encouraging buzz, facilitating word-of-mouth, and increasing top of mind awareness (TOMA) is real. If you don’t think that an awesome name that’s easy to say, spell, and remember can increase your referral rate by 3-5%, then you don’t really understand the human mind. Check out these five insights on picking the right name for your website, online brand, mobile app, e-book or anything else shared by the team at naming platform Squadhelp.com:

1. Evocative names are most highly regarded

Online naming resources recommend catchy, unique, short and appealing names. Great advice - yet after helping nearly 8000 individuals find winning names, experts…

An ineffective brand strategy is likely blocking your success in digital marketing, here's 3 factors for success

We take it for granted that digital channel management is a core marketing activity now, and yet our own recent survey highlighted that a digital strategy isn’t a ubiquitous component of everyone’s marketing plan, as much as we might think it ought to be. But, let’s say that it is, that we’ve all got a solid digital strategy, that we’re using frameworks like RACE - are we done? I’d suggest far from it - and that there is a bigger issue at hand blocking your digital success, which is often surprisingly "missing-in-action"  and that’s a coherent brand strategy. In fact, brand strategy is an obvious yet secret ingredient for modern digital marketing which most companies that I meet or work with simply don’t have an eye on, there’s no solution in place…

The term digital branding is often used, but what actually is ‘digital branding’?

As a strategist and brand planner, I find the use of the term 'digital branding' curious. Do we use the term ‘TV branding’ or ‘radio branding’? Digital marketing has emerged as a specialism over the last decade with its origins rooted in direct marketing. The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly and interactively with their target consumers or customers. Given this, it's no surprise that branding concepts should be applied to digital media and technology to develop brands through interactions with consumers on their digital devices.  We'll look at some of the leading FMCG examples at the end of this article.

Digital branding definition: So, how do I see it? Here's my perspective on "Digital Branding":

"Digital channels and assets are used to communicate a…

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