Brands that haven’t considered the widespread adoption of digital media are marketing in the stone age. Enter the digital age and welcome brand management!
Intro to The Digital Age
Gone are the days managers and executives could strategize in a room by themselves and control the direction of their brand.
In the digital age, consumers gather in online communities facilitated by the wonders of digital media. They share information and interact across email, forums, social media, video games and so much more!
Digital tools don’t merely serve as a communication platform. When consumers gather in digital communities, they have the power to learn from and engage with each other. They can share their experiences and preferences freely and this affects how they view your brand.
These opinions can spread quickly. And they have the power to turn your brand to ashes or propel it to stardom!
With this in mind let’s look at how we can shift our brand strategy to captivate audiences in the digital world.
Moulding a Spectacular Brand Experience
Consumers cannot be controlled like puppets in the digital world. Brands that try to erase all the negative content or comments about them lose authenticity. Hence consumers will not care to engage with them.
After all Jeff Bezos, founder of Amazon.com famously said, “your brand is what other people say about you when you’re not in the room”.
Brands should have a healthy level of trust in their customers so that the brand can also be trusted.
Brands need to engage with consumers and see them as partners in creating the brand experience. Ask your customers for their input and create an interactive brand strategy.
Create a community where your customers’ input is valued as they will be happy to be heard. People feel a personal connection when they are acknowledged by brands and feel a sense of belonging when they are a part of a community. Your brand can serve as the focal point that brings people together towards a common interest.
Your brand has the opportunity to let its personality shine through engagement with the community. Just take a look at Wendy’s which uses social media to showcase its hilarious persona.
Brands are no longer limited to billboards and TV commercials to spread their message to a passive audience.
Creating Brand Advocates
After providing tons of value for consumers, they can become your brand advocates! This can be done in many ways such as creating educational resources or creating content that appeals to your audience’s emotions.
People who really connect with your brand (brand advocates) will even go out of their way to promote your brand. They may recommend your products and services. This could prove to be an invaluable asset in growing your brand and maintaining a positive image.
Likewise, poor experiences with the brand need to be managed. Poor experiences with your brand will lead to people who dislike your brand (brand detractors).
They may go out of their way to leave bad reviews about your brand and we know how easily bad word of mouth can spread!
A method to calculate how pleased customers are with your brand and the likelihood that they would recommend it can be done with the net promoter score. For more about this checkout HubSpot’s ultimate guide on NPS.
Last but not definitely not least, look to your employees. With the right employee advocacy program, they can transform into fantastic brand advocates.
They know your brand like the back of their hand and can share its story with others. An added bonus is that people tend to trust employees talking about the brand more than the company itself.
Seeing Your Brand as Your Greatest Asset
With brand managers lasering in to how consumers view their brand, they started factoring consumer-based brand equity into financial management.
The foundation of forming a strong brand lies in forming a relationship between the consumer and your brand. Done right, your brand can become your most valuable asset!
“In particular, corporate brands must nurture an adaptive identity and set up a flexible strategy based on a continuous listening to consumers’ needs and feedback, by using online information and insights into what they have learnt about customer perceptions of brands, in order to build the brand strategy.”(Mingione, M., & Abratt, R., 2020)
The brand strategy should be guided by the company’s vision and mission. From there the brand can take on an adaptive identity based on its sub-brands or campaigns. This ensures the brand is adapting to market needs and customers’ needs.
Your brand strategy must also be integrated across online and offline platforms. While digital marketing allows marketers to reach and connect with more consumers than ever, a strong offline brand experience is also critical.
Your online and offline brand assets will work together harmoniously to show your customers what your brand stands for and what value it brings to them.
There is no question that digital media has taken a vital role in brand management. Consumers now hold great power in shaping brand identity through online communities.
As a manager, first create a strong brand identity. Then foster a strong community with your online audience.
Remember to listen to customer feedback and incorporate suggestions into your brand strategy. This will ensure customers feel heard and strong brand advocates are created.
Let us know some of the ways digital media/tools have affected how you manage your brand!
For more Blogs: https://blog.thedigitalmarketinginstitute.org/
International Institute of Digital Marketing ™ is a certifying body founded in the USA by several long-standing marketers. We have years of experience in business, marketing, and more, and have put forth our combined experience to develop DMI. Digital Marketing is something that’s all around us, yet there has been no solid foundation for marketing in many, many years. In the news, there are blunders again and again by companies, failing some of the core aspects of modern marketing. Because of this, the need for a solid, stable foundation for marketing in the modern world is needed– a foundation with the ability to be built upon and developed with time.
For Details visit: https://thedigitalmarketinginstitute.org/
– Quinton, S. (2013). The community brand paradigm: A response to brand management’s dilemma in the digital era. Journal of Marketing Management, 29(7-8), 912–932. https://doi.org/10.1080/0267257X.2012.729072
– Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981–1008. https://doi.org/10.1080/0267257X.2020.1750453