89% of marketers ranked improving the ability to measure and analyze marketing impact as a top priority.
However, digital brand strategy isn’t just monitoring your digital trends and adjusting your marketing and branding policies around them.
A good digital brand strategy needs to be concerned with who and what and where and when and why – a complete system approach. Business, brand, behavior, technology, content, channel, social, and so on.
You are trying to achieve certain objectives and digital brand strategy, in its entirety, is built around them. Your objectives can be things like:
- Reaching a certain sales mark
- Adapting to a new brand outlook or model
- Accumulating more product feedback
Ultimately, regardless of whatever objective you may have, the digital brand strategy is built and functions around it. To construct the best possible strategy, make sure your goals are:
When it comes to identifying objectives in digital marketing, you can start with the following categories:
- Brand Awareness
- Customer Loyalty
- Brand Identity
- Consumer Engagement
These core categories focus on the ‘growth’ aspect of your brand, digitally and otherwise. Setting objectives around your customers and the brand’s relationship with them solidifies a growth potential that goes beyond on-screen communication and makes your brand more humanoid.
2. The Brand Itself Is a Big Deal
“It’s a skincare brand, duh!”
It’s not that simple. Your digital brand strategy simply can’t function around this fact- it needs clarity. As do you.
Knowing the essence of your brand, the story, the audiences it’s targeting, the way it should be perceived- all are part of the brand. You can’t just dump into a category or sub-category for a marketing strategy to work.
An intricate and well-examined brand is one that knows its:
- Purpose and Usage
- Marketing Style and Identity
- The factor that sets it apart!
You can build better digital brand strategies by matching your objectives to your brand’s knowledge.
So, if the objective is to create brand identity, you need to capitalize on what is setting your brand apart from everyone else, and market that purposefully.
Similarly, if you want consumer engagement to grow, you can focus your content on educating your audience on the purpose and usage of your product or brand, invite customer experiences, start a forum – or simply use tools like influencer marketing to expand your brand’s outreach!
3. The Contributors
A digital brand strategy can’t stand on its own- there are always contributors- or contributing factors. Although this isn’t meant to take away you being a jack of all trades, sustaining your brand involves expertise and insight coming in from a number of sources, within the brand and out.
Contributors aiding you to execute an incredible brand strategy include:
- Market experts (Finance, Tech, Customer Relations)
- Finances (Brand assets, marketing budgets)
Your brand can only grow digitally if it is also growing within itself. Supercharging your growth comes with educating yourself and your peers about business models, legality, marketing trends and so.
A brand that regularly keeps a check on its functionality can further assist a digital brand strategy into functioning at its best potential.
4. The Consumers
We have spoken of consumers and their value with regards to digital marketing as well as the brand itself. However, it doesn’t seem to be enough. In a digital brand strategy, the audience is the receiver of the approach being taken, and thus, a crucial element in the whole game.
Knowing your customer is key. It shouldn’t be something as vague as:
“My brand caters to younger audiences. “
“This product is for women only.”
Within this classification, you must also define demographics like:
- Age groups
- Locations (Country-wise, region-wise, etc.)
And so on…
Intricate classification of your audiences will help you understand the usage of your brand within their lifestyle, which then can help you plan your digital marketing approaches with more accuracy.
So, if your skincare brand caters to South Asian women from ages 19 to 25, you can per se feature women present within these demographics in your digital content to convey your product better, to the right audiences and experience better sales numbers.
5. The Resources
An effective digital brand strategy has a full grasp on its resources- What is in use and what has been tried and tested before. Resources within a brand can pertain to a few things, such as:
- Media Content
- Technology (Creator tools, equipment, software)
- People (Guests, experts, fact-checkers)
Audit past digital brand strategies that you’ve acquired and take out what proved beneficial and continue with it, whilst picking up on new information.
If a certain type isn’t working, cancel that out. Update designs, comply with social media trends – the goal is to experiment!
All the while, keep a steady check on inventory. Invest in better tech to achieve better results!
Loyal consumers want to see you grow with them- so splurge on software that renders your content better, rent a studio to shoot professionally, collaborate with product experts.
Don’t make the mistake of marketing something that is technically impossible. It is fairly easy to dream big and get carried away when constructing a digital brand strategy, thus examining your resources and their usage is fundamental to crafting the RIGHT strategy for your brand.
From then on, it is growth!