The world around us is changing every day, and often at speeds that we cannot match. In the age of digital transformation and digital first cultures, it is very important for us to keep track of how we evolve. And especially as marketers, it is our responsibility to keep track of this evolution for brands as well.
The digital age has ensured intuitive, holistic and interactive customer experiences. This has directly impacted how they look at and engage with brands, and hence, the brand building process has come a long way from where it started roughly two centuries ago. Since almost every consumer has a smartphone, an iPad and a laptop these days, creating smart digital experiences that align with offline efforts has become more of a necessity than a choice.
The focus has shifted from building tactical relationships to long standing, emotional ones. Since more and more businesses are also becoming consumer-first as compared to process-first, branding is your best at creating a differential experience that keeps customers coming back for more. It is easy for consumers to shift to competitor brands since there’s a plethora of them available, and difficult for brand owners to sustain these relationships. De
Today, marketers and brand custodians need to look at a 360 degree experience, that covers everything within the brand ecosystem. Design has a huge role to play here, since the look and feel of the brand can make or break the consumers initial reaction to it. To get this right, we really need to look at enhancing the various touch points that consumers interact with, and the first step to getting this right is empathising with them and stepping into their shoes.
Steps to build a memorable brand in the digital age
- Consumer understanding: This is the first and foremost approach that needs to be taken, since we are often too close to our business to see it the way customers do. Talking to consumers to understand their pain points, how the brand affects them and what they feel about it is imperative. Talk to them as much as you can and record their experiences to research upon.
- Competitor mapping: If there’s anything more important than crafting your own strategy, it is understanding what the competition is up to. Only then can you stay a step ahead of them. Identify what they are doing and then create better engagement for customers. This holds true for both direct and indirect competition. Analysis of the current market trends also fits in here, and must be undertaken regularly
- Define positioning: Positioning is about determining what really sets you apart. Think about that one thing unique to your brand that can tell its story best and lead from there. Once you are clear on this, it becomes so much simpler to lead communication, the brand story is already in place.
- Creating a visual identity: Visual assets play a key role in branding but that align with the unique positioning and tonality for a brand. As we said earlier, the look and feel can either make for awesome customer experiences, or those that are easily forgotten. It is very important to streamline the visual approach for a brand, across all kinds of collaterals, be it websites, flyers, business cards or marketing assets. That’s what maintains credibility and aids brand recall.
All these steps are of course much easier said than done, but the tougher challenges are always the most fun to crack! We’d love to hear your approach towards branding and design. Get in touch with us for more!