Digital marketing has emerged as a specialism over the last decade with its origins rooted in direct marketing. The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly and interactively with their target consumers or customers. Given this, it’s no surprise that branding concepts should be applied to digital media and technology to develop brands through interactions with consumers on their digital devices.
“Digital channels and assets are used to communicate a brand’s positioning (or purpose) as part of multichannel brand communication or engagement programmes”.
Digital branding develops an individual or organization’s identity, visibility and credibility in the community that interacts with the business online or through other digital mediums. This makes digital branding essential for creating and establishing a brand’s story and presence in the digital world. Digital branding involves a complete digital media manipulation strategy that goes beyond standard online tactics commonly seen with Internet branding, like posting daily social media posts, promotional or email blasts.
As opposed to digital marketing, branding aims to create connections between consumers and the product or service being delivered so that brand recognition is established in the digital world.
Brand establishment involves four key points: