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Why digital branding different from conventional branding ?



It may seem easy to exercise same branding techniques on digital that we usually do on physical or conventional media. But it may not prove effective. Why?Because the basic foundation of digital media was based on a completely open platform and freedom to see whatever and whenever they want and  how they want. This is not what conventional media offers, conventional media is more structured it comes with its own rules and viewers also expect the same form these media, when they choose to engage on the conventional media.

The way two are consumed are completely different so when we plan our DIGITAL BRANDING campaign we need to understand following unwritten rule, where your story or theme or message of campaign will remain same as on the conventional media but the offering will change drastically on digital platform.

 

1.       Brand presence – Choosing the best suited platforms for your branding.

Any and every brand is seen greater or lesser based on the presence and consistency of the presence on all the platforms there is Googles universe of apps and platforms, there is facebook, Instagram, whatsapp, twitter ,youtube ,pinterest ,behance ,quora ,medium, Emails, SMS, Podcasts channels, online learning platforms, linkedin  and many new and old challenger platforms like snapchat ,tiktok ,tumbler etc.

Key part is which platforms to choose and for what?

We should understand the cross platform user behavior as well as what they expect out of the brand that is different on each platform.

2.       Content type – Choosing to be an expert in creating content type.

By this I mean our brand should not go for creating all sorts of content types at once. If our brand needs Video as the content format or Audio only, or digital art work or photography  based artwork or clever written content or photoshop effects or GIF we need to understand our brand and its followers and their expectations from your brand.

This is as critical as choosing the platforms in first place.

 

3.         Recall value –Choosing to stay with the follower for how long?

 

Extremely fickle and fast media is the digital media so where do you want to invest your money when it comes to recall value of your brand. Even a single tweet is going to stay online eternally and also a 3 hour long video, but it’s quite possible that one of your brand followers will remember that single tweet for rest of his life and may have forgotten about the 3 hour long video. So what really matter is what will make your followers recall your brand which part of the brain you own in them, it is probably  the most expensive real estate in the world.

These where my three top point to ponder and think about when you are thinking about the DIGITAL BRANDING exercise for your beloved brand.

 

Quick points to ponder

Digital branding differ from conventional ways because

1. It is a media where consumers can come across you branding campaign anytime anywhere, its 24 by 7 by 365

2. Life of the content is eternal, its forever.

3. Though the platform is free and it has its own benefits so is it for 1000 times bigger brands than your or 1000 times small brands than yours, it’s a jungle.

4. Its in their pocket and on their demand so there won’t be a appreciation just because you put something up online, it take much more to it than just posting ,it’s a science.

5. The shift and demography is drastically changing. Usage of Facebook has reduced hugely for age group  less than 27. This is a dynamic medium few tweaks in the algorithm from facebook and there may a whole lot different demographic shift. We need to be at it, its tectonic.

 Advit Dixit


Co- founder, Tribe Appsoft Pvt Ltd.
MD, CME Hitec Construction Ltd

Director,CREDAI Kolhapur

Member NASSCOM,ITAK.

 

"Brand is something that stays with the consumer even though he is no more a consumer."

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