Why You Need A Digital Branding Strategy
SO What is digital branding?
Where To Play
How To Win
How are Business Strategy, Digital Branding, and Brand Planning Linked?
A good marketing plan includes combining and mixing several forms of digital marketing to get to your desired client or user. It provides a roadmap for how digital marketing strategy links together in an efficient, cohesive manner. It ensures that your looks the same, feels the same and communicates the same core values as overall digital platforms whether it’s your website or Facebook.
Where to play
But, before doing that, you want to ask a few questions to best position your brand:
1. Target markets – How big are your target markets? How fast are they growing? Are these defined and understood?
2. Customer needs and wants – How are the target markets segmented? Are there groups within your group that you want to target specifically? Are there groups within your group that are “influencers” that will make others come to you?
3. Differentiation – How is your brand or product different? What is your unique value proposition? How is your client likely to be different (do you have ‘value’ oriented client or a ‘service’ oriented client for example)?
Answering these questions helps you identify the venues and platforms to find your unique audience.
- Target Market – 90%
- Customer Needs and Wants – 77%
- Differentiation – 85%
how to win
When it comes to ‘how to win,’ the words of the ‘epic’ movie Spaceballs:
“If there’s one thing I despise, it is a fair fight. – Spaceballs (1987)”
You must engage your competition in areas where you have or can create a clear competitive advantage. When you’re working on where to place your efforts in the digital marketplace, you must know where your brand has the ‘high ground.’
Positioning is what you do in the mind of your target consumer not what you do to a product or service. Emotion has been shown to be the first driver of decision-making on a consumer’s path to purchase. People typically buy things for how it makes them feel (or pain that they can avoid feeling).
Here are a few things to consider:
What differentiates the business in the eyes of the target consumer? (e.g., why do consumers increasingly prefer to buy from Amazon rather than bricks and mortar type stores?)
The capabilities in place (assets, people, resources) that enable it to deliver the brand’s value proposition and communicate the positioning?
Keeping Score: Evaluating Your Online Branding
- Content/Story. Have a compelling story to tell that will communicate the brand proposition and differentiate the offering in the target consumers’ minds?
- Platform Engagement. Are the activities aligned with a brand and channel perspective?
- Performance Evaluators. What have key performance indicators been agreed to evaluate the effectiveness and efficiencies of the activities?
- Keeping Score. How will we know whether or not we are winning? It is at the ‘situation analysis’ stage in the planning process that the communications strategy, including digital, is reviewed/developed.
- Adjustments To Plan. How do we adjust when the time comes? If either the plan isn’t working or if new opportunities present themselves, what are the “core goals” and what are operational goals that can be adjusted or modified?