The term digital branding means that branding as we know it has evolved since today. There are other brand development besides traditional ones digital scenarios are deeper relationships between brands and human beings.
Marketing or merchandising 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 in the digital environment.
On the other hand, branding goes beyond products and services. It supports marketing strategies, but its purpose is to create and manage brands that communicate organizations’ values and connect with people. So it is much more than a logo and a slogan.
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Developing a brand is vital for any business (more than most realize). But unfortunately, many managers and marketing directors consider having a good product or service enough. But while it’s vital, it’s not the only thing that matters.
The public doesn’t fall in love with a product; they fall in love with what the brand stands for. So, in the words of Sasha Strauss, founder and director of Innovation Protocol, it is not enough to be the best in practical matters; you have to create a belief system or around brands a unique way of seeing the world.
Human beings are in a constant search for meaning, and the consumption of products and services is a way of doing so. Today we are surrounded by information; thousands of brands want to get our attention, and only those deeply rooted in our minds and hearts succeed. That is why branding is now more critical than ever.
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.
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 how you answer a question.
Not all brands should be on all stands. To make this decision, you must think about the user: where he is, what he does for fun, how he is informed, etc.
The focus is on people in digital branding and content marketing. It is about generating value by teaching them something, offering them valuable information, or entertaining them. Think about how you will do this across different touchpoints, both online and offline.
I 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 want those who share interests with us and care about listening to us and improving our lives.
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; the best attitude you can take is to be curious and constantly learn.
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.
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