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Many organizations know that building a brand identity is critical for any business. That brand identity includes what your brand says and what its values are. But how many of these organizations actually deliver on their brand promise?

Not nearly enough, according to a study on brand experience by Brandworkz and CIM. The study surveyed 2,200 marketing leaders all over the world about the challenges, opportunities, and best practices for aligning brand promise and customer experience.

What they found was that only 53% of respondents said their organization had internal-external brand alignment, and only 37% believe all employees understand how they can deliver the brand promise to the customer. Even though most organizations promote brand experience internally, they aren’t delivering that brand promise to their customers.

But the staff themselves aren’t necessarily to blame: They also found that many senior leaders don’t appreciate the power of brand, and don’t train folks to prioritize it.

It may surprise you to know that digital branding is NOT a projection of how you see your company, nor is it a logo or color scheme. In fact, it’s not exclusively related to appearances at all.

 

The concept of a brand is often mistaken as surface-level, but in reality, it stands for something far larger and more significant. Your brand is the embodiment of everything your company is, the catalyst for everything your company does, and the basis for every experience your company delivers to customers.

Without getting too existential, think about yourself. What makes you who you are? Is it the color of your hair, skin and eyes? The style of your clothing or the way you talk? Of course not! You are so much more than what others see at face value. As you might have guessed, so is a digital brand.

WHY DIGITAL BRANDING?
Traditional Branding = One-Way Communication

A customer sees an ad but cannot directly interact with the brand.
Digital Branding = Two-Way Communication

A customer sees an ad and can directly engage with the brand.

In 2003, barely anyone had more than a single network-connected device. According to Statista, the average person today could have as many as six. In business terms, this means a lot more ways for your company to directly and indirectly communicate and interact with target audiences.

Benefits of Digital Branding

Improve awareness and recognition
Create trust between business and buyers
Provide clarity and focus around your offering
Differentiate your company from competitors

The Biology of a Digital Brand

Developing a deeper, more meaningful connection with customers is the ultimate goal of digital branding. But to get there, you first have to create something worth connecting to.

Brand appearance

As much as we try to not be judgmental, the act of using what we see to draw conclusions about others is a survival skill as inherent to humans as the faculty of sight. Here’s what you’ll need to make a positive and lasting first impression:

Consistency across:
Logo, Tagline, Colors, Illustration, Photography, Typography, Iconography

Brand Essence

Brand essence adds depth of character to a brand by attaching feelings and emotions to its ideals and behaviors. As you know, emotion drives purchasing behavior, which means developing a brand essence your target audience connects with can have a powerful influence over sales and customer retention. Here’s what you need to bring your brand’s metaphysical qualities to life.

Value Proposition, Mission Statement, Brand Story, Vision Statement, Values, Positioning Statement

BRAND PERSONALITY

The key to humanizing your brand is to give it a personality. This is what makes a brand interesting and unique. People use several measures to gauge personality, but perhaps the strongest indicator is how someone speaks and what they say. Here’s what you need to create a likeable character.

Brand Voice

What you say. Your brand voice is a uniform style of communication that your brand will use across all environments — online and offline — to express its position on certain topics, convey its identity and engage with target audiences.

Brand Tone

How you say it. Your brand tone is how you will use your brand voice to accommodate different audiences, environments and situations. For example, shifting from playful to serious dialogue.