Building a solid digital brand will require a perfect match between brand awareness and digital technologies.
When it comes to defining a brand story, digital tools are the best allies to a powerful storytelling.
1. A digital brand is all about people
Brand story is all about people.
At the end of the day, what matters most for your digital brand stands on human relationship, the way you see them, the pain points you are solving, the values you believe in. From selling products and services, proving customer support, making them want to stay with you, it all relies on human-to-human connections. At the end, having happy customer with delightful and positive experiences, will be your best ambassador and seller. And we believe that, if it’s all natural, you don’t need to push as a hard-seller to make things work.
Digital has made it a key point to interact with people, it’s in its DNA. Through trends such as AI, bots, big data, the final purpose go to the same direction: ensuring the best dialogue and experience with prospects and customers. A few examples:
– conversational bots. The playbooks are unlimited, your help is instant.
– customised automations. The more you segment, the more personalised you are.
– custom funnels. We all are different, so should be your funnels.
2. A digital brand is cross-medium
One common idea for defining a digital brand is to work on one single big thing. This is far too restrictive. If you want something more than prefab marketing, your brand story should cross through all media.
We usually see three parts in it to ensure this cross-medium:
– step 1: defining your brand dna (internal only)
– step 2: building a library, in line with your dna (pictures, videos, quotes,…)
– step 3: formalising your brand story on your website (everywhere, every element)
– step 4: broadcasting your brand through every channel (social media, helpdesk, conversational agents,…).
Brand storytelling is not just a script: from icons to words, all these little elements will make people know and perceive it’s your brand. And if it’s powerful enough, to remember your brand.
At the end, the hardest part of this exercice is to remain natural. You can plan, use vague concepts, imagine a brand universe, but it has to look natural in every post, every picture, every word.
3. It’s all about experience
Well, this third point makes sense, but is often forgotten or misunderstood. You can be the brand genius, come with a perfect logo, perfect speech, perfect visual. But you can stand pretty alone too, if after all that your products are bad, people are disappointed, or simply do not understand the story you are telling.
What really defines a brand is interactions, above all, how your customers see you, use your products or services, the experience they get out of it. If having your first customers is usually a test on how your offer fits on the market, scaling to more customers is an art.
So, how can you scale? With simple steps actually:
– understanding your customers. Their pain points, what they need, the personas, how they came to choose your product,…
– analysing their experience. How they feel the product, their perception, what they like and dislike,…
– challenging your experience patterns. It’s not all written in stone: experience can always be improved, anytime.
Again, digital is the perfect match here. At a time when we all communicate instantly, digital enables you to bring the best experience anywhere, anytime, instantly.
At the end, what really makes your digital brand shine and rise stands in the experiences. Working on quality interactions and experiences will empower your brand far more than a thousand advertising campaigns.
