One thing I’ve noticed happens again and again, across huge clients and little tiny corner shops, is that people undervalue their brand when they ask for digital marketing services. If you are one of those, you might be wondering what I mean.
Your brand is the very core of your business identity. It should tell people something about you and make you easy to remember in a sea of other brands. Your customers should have an idea of how you talk, what your ethics are, what makes you different. Are you vibrant and colloquial or greyscale and formal? Is your core offering value or luxury?
Digital strategy is just a part of brand strategy. Before you ask your team to create a wowza Facebook page, you have to figure out who you are, what language you speak, who your customers are and what they need from you (and of course, whether Facebook is really what you need).
Here are the key things you need to think about in defining and strengthening your brand according to the much respected Interbrand – and these apply no matter what your size or product.
Interbrand: From Digital Strategy to Brand Mastery: Strategizing for a post-digital age
Millward Brown: How does social media affect brand equity?
MarketingWeek: Brand equity must drive communications