MHVDM presents The Digital Brand | Raleigh Green of Raleigh Green Inc

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Today’s Branding Challenge

50 milliseconds to capture the interest of potential customers!

- Behavior and Information Technology, 25:115-126 2006 publication

by Dr. Gitte Lindgaard

Overloaded and Filtering Information

65% of U.S. shoppers will browse online and buy in store over the holidays* *(Accenture 2013 report)

78.1% of U.S. Pop. uses Internet*46.4% of U.S. Pop. use Facebook* *(Internet World Stats)

35% of Americans 16 and older has a Tablet Computer* *(Pew Research Center – as of May 2013)

1.91 BILLION web pages indexed* *(WorldWideWebSite.com)

56% of U.S. has Smartphone* *(Pew Research Center – as of May 2013)

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We Are The Digital Society

If you don’t capture people’s attention quickly ….

YOUR COMPETITION IS JUST A CLICK AWAY

IS YOUR BRAND READY FOR

TODAY’S WORLD?

WHAT IS DIGITAL BRANDING?

WHAT IS DIGITAL BRANDING?

Using digital media (graphics, text, images, video, audio, etc.) to create, build, manage and revitalize the relationships between a brand and its audiences.

BENEFITS OF DIGITAL BRANDING

• Cost effective


• Cost effective• Quickly updated


• Cost effective• Quickly updated• Networked, easy to share brands (‘viral

capacity’)



capacity’)• More targeted – reach specific

audiences




audiences• 2-way communication potential

(engagement – not just ‘broadcast’)





(engagement – not just ‘broadcast’)• Can better measure advertising ROI

(metrics)





(engagement – not just ‘broadcast’)• Can better measure advertising ROI

(metrics)• Your audience is online


CHALLENGES OF DIGITAL BRANDING


#1 Challenge:Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy.


#1 Challenge:Easily Distracted: Speed, ease, and collaborative nature of digital branding can easily ‘pull’ a brand in many directions, diluting a core message and strategy.#2 Challenge:Starting & Stopping: ‘Digital’ world can easily be ‘forgotten’ or ‘ignored’ to those not used to it

TIPS FOR SUCCESSFUL DIGITAL BRANDING

Strategy

How does your brand translate online?

• Informational?• Ecommerce?• Useful features? • Resource-rich?• App?


Clarity

• What is your brand message?

Does your brand message need to be modified for digital media?


Usability

• Is it easy to use/engage with your digital brand?

Example: website navigation, mobile website, multiple points of contact, etc.)


Collaboration

Different skillsets and mindsets must work together to succeed


Discipline

Be consistent in managing your brand online (don’t start and stop!)


Coordination

Make every ‘digit’ count


Coordination




Coordination



Coordination


Share Your Brand

Let users ‘customize’Don’t be ‘rigid’

Example: Social Media (Pinterest, FB, Blogs, etc)


Announce Your Brand

Email NewsletterSearch Engine RegistrationsSocial MediaSEO and SEMCross-linkingBlogs


Reputation Management

Regularly check your brand’s online reputation and accuracy of information. ‘GOOGLE YOUR BRAND!’


Associate Online Wisely

YOU ARE THE COMPANY YOU KEEP….Link to/and promote other websites carefully –


Defend Your Brand Online:

www.yourbrand.comwww.yourbrand.cowww.yourbrand.netwww.yourbrand.orgwww.yourbrand.bizwww.your-brand.comwww.yb.com


Summary of Tips for Online Branding• Strategy• Clarity• Usability• Collaboration• Discipline• Coordination• Share Your Brand• Announce Your Brand• Manage Your Online Reputation• Associate Online Wisely• Defend Your Brand

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