In the new digital marketing era, many brands have emerged from small and big entrepreneurs. Achieving a differentiation as a brand today is essential to stand out from the many competitors and various markets that exist and continue to emerge day by day in the digital world.
Not only helps in social media but to all user experiences that the brand can offer its consumers. This step is the most necessary talking about digital strategy transformation.
It is necessary to have a brand personality since there are emotional characteristics and symbolic attributes associated with the brand. There are also behaviors, elements, and communication the brand should follow to approach the personality to the audience. The brand personality has a lot to do with the brand concept, not only by the name chosen to identify the company or the product. It is a development of a differentiation strategy that represents distinctive and unique aspects of the brand.
The consumers are the ones who define the values that the brand projects, the way it is perceived, emotional appreciations, and the characteristics that the audience perceives through it. We build the brand concept personality by the characteristics, qualities, and attributes. We use it to give humanization and life to the brand through an identity. Elements such as color, values, fonts, communication, voice, tone, and editorial line define the way of being for the brand. All these elements will be the basis for graphic and visual identity.
During your digital transition, you should have in mind that some firsts steps are social media profiles. Ten years ago, it would not matter if you have a Facebook or Instagram account. Nowadays, we do not trust one brand that does not have digital channels to communicate with its audience. In 2021, is not enough to have social media accounts to complete your digital transformation. It´s a good step to have a website and social media, but there´s more to the digital transformation than just an online presence. Digital transformation should be involved with technology in all of the brand operations and moves.
A digital strategy transformation changes the way brands give value to their customers in their processes. No matter how big or small your company is, there is always a way to implement technology and personality in your brand day-to-day.
With so much competition in the digital world, it is not very difficult to generate content and be seen by people, the brand must stand out above its competitors. More importantly, the brand should generate value that makes it possible for many customers that observe up to date, stay with yours, and decide to follow it and learn more about it. Defining the personality of the brand in the digital world is so important because it allows to:
Brand identity helps to humanize the brand by giving it the necessary elements to create a community between the brand and the consumers. Having something to identify your brand is the first step for your startup marketing plan. Brand identity will help you in the process of building your digital marketing strategy, creating your customer loyalty programs, making social media content, and knowing the correct customer service personality.
By having something to identify with, the customers through personalities, characteristics, and values, can create a match with the brand and be faithful to it, its products, and its philosophy. That is why trademarks became love marks. It is a term that refers to those brands that people admire, follow, and in addition, consumers become completely loyal and fans of them.
¿Do you have in mind some of your love marks? Some examples of the most famous love marks are Coca-Cola, Disney, Adidas, Starbucks, and Google.
The best way you can develop a brand identity is through professionals like digital marketing agencies. It would not contribute only to the communication and graphic line of the company. In terms of marketing, it is much easier to develop content for digital media, knowing and implementing the appropriate channels for the communication of the brand thinking from its personality. In addition, it facilitates the building of digital strategies designed for the character and values defined for the brand.
A brand must have a very well-defined brand philosophy and identity to guarantee the success of the company. It is going to be more evident what are the values and the purpose of the brand. Costumers will perceive: who the brand is, its value, and its philosophy. The brand success will be evident in the emotional connection, the consumer confidence increased, and the ability to differentiate the brand from the competition. This will cause the brand to offer more specific solutions in terms of outbound marketing, customer service, and customer experience.
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