REDEFINING DIGITAL BRANDING

Brand and branding are in an upheaval. Consumer interactions and perceptions of brands have undergone a seismic shift. Nothing new here – we use the digital tools at our disposal to connect instantly with brands – on our time, on our terms. Culturally, digital has rewired our behavior.

But has it rewired marketing and branding behavior?

The current definition of digital branding is not standardized. Some speak of it as a process of branding consistency online:

“A digital brand is what people see, hear, feel and think about in connection with your name or business online. Digital branding is the deliberate process of creating consistently positive, appealing brand images and messages.”

(source: http://influential.com.au/what-is-a-digital-brand/)

 A number of other definitions use it more to talk about all branding activities that take place online. As Marc Rossen from Ad Age says:

“From native ads to the rapid rise of online video, digital advertising is becoming a new home to major branding dollars. Are your digital analytics ready?”

(Source: http://adage.com/article/marketshare/digital-branding-analytics-ready/295910/)

The problem I see is that it doesn’t get to the root of branding methodology in the digital age. Many agencies continue to apply the same strategic approach that has driven brands in the TV age. It was about leveraging and prioritizing brand insights (e.g. the brand/product USP) over leveraging consumer behavior.

But what is consumer behavior today?

And this is at the heart of the rewiring of culture meeting branding and marketing: We may not know where the first point of contact with you r brand will take place, but we can guarantee with a 99 percent certainty, that the second point of contact will be online. Either your website or on social media.

I’m not saying TV is dead, I’m only saying, HOW we should use TV has fundamentally changed. From a lean back experience of passive consumption of brands, to a lean in opportunity to spark a first step for the consumer in the brand’s journey. Or simply a complementary reminder of another element in the brand’s world. Think of it as:

1. Awareness of the brand with a call to action, not systematically to incite purchase, but to engage with the brand on another channel.
2. A feel good piece for folks who have already purchased your product.

Here is an example of a missed opportunity relating to the first point. It is for Range Rover. Not picking on Range Rover as we see many brands fall into this behavior, but an illustration.

http://ispot.tv/a/7WGV

We have all seen this type of ad. It draws you in and delivers a powerful message of product and brand superiority. And then, nothing.

If you notice, there is no call to action. No place for us to continue riding our adrenaline high. The biggest branding/advertising and marketing oversight, is that there is, on YouTube, a large number of long-form videos that tell us a much greater story about this record feat. There is also an amazing resource in all things Range Rover. A veritable marketing and branding treasure-trove of content. Yet, no one will ever know from this ad. Unless of course, you search in Google for “Range Rover desert ad” and you will then get the documentary. It’s clear that extra step creates less of a seamless experience for the consumer. A digital world no-no. But mostly, it fails to bring awareness to a potential customer of the deeper brand engagement experience.

In addition, when you finally can dig through all the Range Rover, Land Rover, LR4, Discovery, Evoque, brand content, UGC, quagmire and actually find the Land Rover USA channel, you get an ad for the Vanishing Game (www.The VanishingGame.com)!??? It’s a “storytelling,” interactive website that offering a branded content experience.

What this has to do with a Range Rover Sport crossing the desert is a complete mystery to me. My guess is it’s a typical example of a brand with 27 different agencies where no knows what the other is doing and there is no central brief that addresses the biggest change in the branding world today:

If digital has become the hub for brands FROM A CONSUMER PERSPECTIVE, why aren’t we building brands from digital out?

 This is how we at Lindy choose to see the branding world. We start with understanding how consumers are interacting with your brand in the digital space (website, social media, analytics, SEO, etc.) and then look at the whole category. We also look to understand what you are trying to accomplish from a business perspective to then see where the biggest opportunity exists to create a differentiated experience with the right target. This is the foundation.

We then look at the customer experience and decision journeys. Identify the channels of highest engagement value. To then prioritize which ones to build upon for greatest returns. Then connect them for an integrated and holistic brand world experience. And then extend it as far into other channels as we can.

If it sounds complex, it is.

It’s not just about the proliferation of channels, it’s more about how we now approach strategy and design for a digital consumer….who increasingly runs your brand more than you do. And unfortunately, it’s not letting up.