Digital Branding, Semiotics, the Cluetrain Manifesto; had I entered the second module of the FDSM for it only to be delivered in another language! No, I just had lots of new things to learn.
Semiotics
Now here is a very interesting topic - the study of signs. I never realized before just how much a logo or sign says subliminally. The colour, shape, symbolism, language, emotive response all need to generate a message that links with the corporate image, market, philosophy and ethics for the brand image to be congruent and effective.
In this new age of digital branding achieving the right branding strategy is even more important. Customers are now communicating and listening in ways that quickly uncovers any incongruous messages. This means that digital branding is now holding businesses to account for the messages they give out and the actions they actually take. In other words it is the customer who can make or break a brand, no matter what the company is saying through its branding strategy. Powerful stuff!
Digital branding takes regular branding to a whole new level by the power of the voice of the people. Digital branding is a massive subject and a whole mind-shift away from regular branding. But it must not be forgotten that the two go hand in hand.
With it's 95 points the Cluetrain Manifesto highlights the changes of mindset and strategy that are required for effective digital branding. I particularly relate to these manifesto points that need to be considered when developing a digital branding strategy:
12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.
75. If you want us to talk to you, tell us something. Make it something interesting for a change.
Digital marketing is a whole new ball game and you have to be 'in it to win it'! For me that means a comprehensive strategy for my business that links my regular branding with a new digital branding strategy. Point to self - Use the following questions to develop my new strategy:
- Why am I looking to use social media?
- Who do I want to reach?
- How will I listen?
- What would success look like?
- What are the social objects?
These were the questions posed by Carl and Tom from Native HQ in their Digital Branding Masterclass. This was a most valuable session highlighting that visual branding is only a part of brand strategy, which now also encompasses:
- All communications on and off line
- Graphics and print
- The relevance of your relationships
- Influencing the right people
- The choice of social media platforms and how well you use them
- The development of relationships with prospective and present customers
- A listening strategy to identify opportunities and turn problems into positive outcomes
- The ethics of the business and how it actually works
Regular branding, as demonstrated in this visual, is limited compared to digital branding. Through social media a brand is now defined by the customer. This means it is imperative to monitor conversations across all social media platforms, related to the business. As in face to face conversation the importance is on listening in order to understand, build relationships, solve problems effectively and develop a business in line with customer needs.
Businesses can now engage with people at a level and frequency of communication never envisaged before the development of social media. Yet it is in this effective engagement, with so many people, that new business opportunities reveal themselves.
The power of social media to affect business may be massive but so are the opportunities that it offers, with the right strategy. Digital branding and its strategy, if managed well, will help a business grow and prosper faster than regular branding alone and businesses that ignore it do so at their peril!
No comments:
Post a Comment