A brand tells a story to customers. A brand's ultimate purpose is to serve your unique story and benefits relating to your products or services. Brand exceptionally is perception.

The new brands are currently leveraging their outreach using digital distribution mediums such as websites, social media, mobile, advertising, emails etc, all customized and catering to their needs of digital branding. Creating (and engaging) a brand perception means putting all digital platforms into use and exploring the possibilities of getting connected with customers.

The benefits of digital branding can be broken down into the following:

a) Interaction:

One the major key elements is engagement. There are multiple ways of having the conversation using various digital platforms, with each having unique advantages. Content, with the right messaging, is extensively being put on different platforms - social channels, blog, mobile, email – all of which enhance the interaction with your customers and facilitate better engagement.

There are multiple phases of client interaction options. The image gives more information:

phases of client interaction options


Technology has been driving the change and hence the customers' needs and expectations are changing constantly.

Each individual phase demands substantial time to be invested into it, initiation and moving from geographically bound era to the current disruptive real-time digital era.

These options keep growing on a day-to-day basis triggered by technological advancements and the only solution is:
                      Quote by Steve Jobs                       
b) Multi-channel attribution:
Digital branding, though varied in its forms, has to be aligned concurrently towards the convergence of all medium of customer interactions and expectations.

multi channel attribution

The desirable solution would be to have a unified platform across multiple online channels which showcase our brand story. These, all integrated together, shall talk and engage with our customers with the perfect messaging in place.

multiple online channels

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c) Being asynchronous
A post-result oriented process is needed for a brand (which is asynchronous) to go viral. The trick of getting towards the virality factor very quickly is to adapt to it.
Digital brands allow and facilitate the same across multiple platforms by way of clicks, likes, shares, recommendations and feedbacks. The customers feed on the same and brand identity is enhanced.

               In Digital Footprint: Going Viral - Think before you post!
Social media posting to go viral

Let's now look at the anatomy of the viral content:

anatomy of the viral content

Content in itself must be worthy of being shared. It could be content that arrives to a solution, in order to solve a particular problem statement. For long-term engagement, content should enhance the reader's thought-process.

d) Versatile
Uphold and appeal to your brand story in building a digital branding strategy. This is a major component in order to progress well in the digital arena of a dynamic nature.

Traditional and digital difference

Unify both your online and offline medium so as to integrate branding strategies. Digital allows this progressive environment.
Offline and Online Media Marketing
Final Thoughts:
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Building successful digital marketing