What Is A Digital Brand And What Does It Play?
“Where are the customers, the business is there”, Digital changes rapidly, businesses have to adapt to the dizzying development of the digital environment.
Understanding the true nature, deepening the application of digital brands, inter-channel relationships, is how business owners and marketers master the key to success.
What Is Digital Brand?
“Digital brand” is the way brands perceive the digital environment.
Including Online applications such as Website, Landing Page, Social Media (Facebook, Youtube, Instagram…) to E-Catalog, Sales Kit Online… Broader understanding, those are the “touchpoints” of customers. found on the Internet.
Where Are The Consumers – The Brand Is There
If consumers are online inclined, switching digital brands is clear.
Users use digital environments as tools to find information, before making a decision. Suggestions from friends, relatives, each comment or share, and reviews all have an influence on consumers’ buying decisions.
So, based on where, for consumers to make buying decisions in a digital environment:
Search: Obviously this is still the most dominant channel. If you do a good job of bringing information to the top of search pages, when users need it, the search results are your brand website.
Customer review channel: Including review on the website, review on platforms like Amazon, eBay, Etsy … has a lot to do with buying decisions.
Word of mouth: consulting friends and relatives. Consumers seek trust, to secure their own buying decisions.
Making customer decisions on many information channels requires brands to have a clear, consistent message that appears at the right time, the right channel that consumers access.
The Role Of Digital Brands
All Digitized By Technology
Thanks to the Internet, it’s all digitalized, data metered on the basis of most authenticity, each click, digitized business views, and conversions. The decision of the business owner will now have a basis to invest in marketing in digital transformation.
Spreading The Message Easily
Thanks to the digital environment, the messages or Promotion campaigns are conveyed in multichannel, multi-experience from offline points of sale, stores, showrooms or website, brand fan page. Consumers go from these experiences to buying decisions.
Interacting With Customers
From monologue to dialogue thanks to Social Media, “digital brand” receives multi-dimensional information, so the brand can adjust flexibly or measure the effectiveness and spread.
Through a digital environment, brands spread, resonate strength, and create experiences for customers.
Digital brands gradually assert strength by building customer trust, building image, and brand message. To do this well, “digital branding” needs a consistent brand identity with each touchpoint of the customer.
As follows:
Brand Identity – Brand Concept
Brand Concept is the brand personality, appearing first in the mind of customers when thinking of a product or service. In order for customers to remember the brand in a long term, Brand Concept must have consistency on every touchpoint with customers, there must be a difference to stand out brand personality.
Logo
Logo directly affects the perception of the customer’s brand as well as the buying decision or attitude for the product. A good logo shows what the company has done and is valuable for. A strong logo helps businesses achieve their goals such as increasing sales, attracting new customers, reinforcing customer trust or creating sudden awareness.
Slogan/Tagline
A slogan is a brief sentence describing the characteristics of the brand, conveying the commitment, the core value, or the development direction of the product.
The slogan is effective in building brand value. It helps customers quickly know what that brand is, how it is different and outperforms its competitors at any point.
Website
Creating a compelling and attractive website is a way for businesses to change customers’ thinking and behavior about products to achieve brand goals, such as buying, contacting, being a loyal member of the brand.
Website is where brands have the most authority:
[+] Full control over content from creating user experience to measuring performance
[+] Measure the number of visitors to the page (see what content, stay for how long, exit at any point).
Brand Page
A brand page can be considered as a landing page created to serve completely the brand of the business.
Their businesses show: stories of brands, capabilities, outstanding projects… Customers will easily find information thanks to navigation on the website.
E-Profile
E-profile is a form of the company profile, designed in a digital environment. Considered as an electronic profile, businesses can introduce their strengths and services to customers, save time, and speed up purchases by 2-3 times.
Brand Video/Business Movie
Brand Video is a deep, interesting conveying message combining words and images. A complete Brand Video can be promoted on many different social media and multi-channel for brand messaging.
Outdoor Advertising
Out-of-home advertising is a form of advertising, including all means of conveying the message to customers when they are outside their homes.
Landing Page
Landing Page is a single website that leads and convinces viewers to achieve a specific conversion goal: optimize conversion rates, engage customer interactions through activities like filling out forms, posting. sign to receive information…
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