DIGITAL BRANDING: KEYS TO SUCCESS

September 21, 2013 Columns

By Norman Kaui

Great digital branding requires good communication skills, knowledge of your target audience, their community and a general understanding of current tools and services available to communicate online.  If you don’t have this learn it or hire someone who does.

WHAT IS BRANDING?

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Before you start, find your target audience online and “listen” to them!  It will give you a better understanding of how your brand fits in.  Professional online marketers master the art of listening and communicating with their audience.

There are probably lots of other people doing the same thing as you. Don’t worry about them!  Get over it! The most interesting sectors will have other players. Embrace competition and learn from them. Focus on engaging your audience! Do a good job at whatever it is you do and look sharp!

WHAT IS A BRAND?

 

Before planning your Digitial Brand Engagement you should consider these key elements:

TARGET AUDIENCE
Who are they?
What are their values?
What motivates them?
How do they behave?

LOCATION
Where are they?
Are they just an Observer?
Are they a Participant?
Or are they Active Contributor?

INFLUENCE     
Reach of conversation?
Authority of dialogue and site?
Volume and amount of buzz?
Sentiment – (positive, negative, neutral)?

BRAND ASSOCIATION    
Are they inquisitive and looking for info?
Are they about to commit to the Brand?
Are they loyal brand advocates?
Are they brand opponents?

SWISSCOM RE-BRANDING PROCESS

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Now that you listened and conducted some basic research you are ready to create your engagement strategy. Structure your process around this, the following approach is recommended, although there may be other methods which can be used.

TARGET AUDIENCE
Create virtual representative consumer groups.
Understand why they need your brand.
Outline what aspects of the brand appeal to them.
Create content that has a value to each group.

LOCATION 
Be present and available in the relevant online areas.
Be visible and offer free information.
Provide a platform/mechanism for interaction.
Engage with them observing the right etiquette.

INFLUENCE     
Prioritize the key influences.
Stimulate inter consumer dialogue.
Provide status and recognition for influencers.
Address negative comments by helping.

BRAND ASSOCIATION 
Maximize your advocacy into creating interest.
Encourage inter consumer dialogue to minimize risk of commitment.
Reward your advocates and people loyal to your brand.
Reduce brand opponency where possible.

3 “USEFUL” WAYS TO LOSE CONTROL OF YOUR BRAND

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