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Digital Branding In Today’s Business World

Business entails primarily staying in the heart of your customer, there is no way to do that except by showing who you are and what your ideas are in a communicable pattern that can yield engagement from client/customer, and this is what Brand image/identity do. For the fear in the heart of every prospective customers/client is based on trust, and if we can’t see them yet we should be able to show them through brand identity.

In fact, the field of human psychology postulates that identity lies at the very core of all lived experience. Given the intrinsic overlap between psychology and branding, we could thus suggest that a powerful, meaningful brand identity aids in delivering a positive (and valuable) experience to consumers who identify with the brand and what it stands for. This is especially important in the digital age, where the power of interactivity is being leveraged to bring brands to life in new and exciting ways – in effect, helping to shape the consumer’s online lived experience and identification of (and with) these brands. 

Branding Is Relationship

A brand is an imaginary personality of a company or the impression that the people feel about the products of a company. It is the audience and buyer’s reactions or response when they see or hear about a company logo, advertisement or products. As some clothing brands represent the sportsmanship, a particular car resembles families and a specific male perfume has attached with the sex appeal and feel that the women can be attracted to it.

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A brand is a relationship between an organization and an audience, you earn your brand. A brand is a reward for the hard work of building real, passionate relationships with your audience. These relationships lay a foundation for the creation and delivery of value in today’s marketplace.

Digital Branding guru Gordon Cook was once quoted as saying: “The day identity stops being important, is the day branding will cease to be important.” While identity has always been a key component of the brand strategy, the very essence of this sentiment has perhaps never been more significant than it is in today’s dynamic and complex marketplace. On the one hand, we are witnessing the emergence of a more empowered and demanding consumer force, whose own sense of identity (both individually and collectively) is actively being negotiated in the online sphere. At the same time, competition (often from unexpected sources) continues to accelerate exponentially, making the need for distinctiveness a strategic necessity for brands in the midst of growing co-modification and imitation.

Why Should I Have A Good Brand Identity?

  • Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customer easier
  • A brand represents the sum of  people’s perception of customer  service reputation
  • Brands not only convey corporate identity but also have the potential to serve as tools for the construction (and expression) of personal identity. This premise is supported by the science of neuromarketing, which has shown that the medial prefrontal cortex of the brain – an area widely considered to be responsible for governing one’s sense of self and identity – is highly responsive to visual and verbal brand stimuli that resonate with the individual. 
  • Identity acts as a potent source of unity (and therefore community) in the online world. In this respect, digital technology continues to support peer-to-peer connection by strengthening shared affiliation and identification among individuals who may be separated geographically, socially or in other ways. Digital is heightening the connectedness of brands and people in ways never seen before

Benchmark For Digital Business

Today, businesses use trademarks to help customers identify who they are, and to signal to an audience the origin and quality of their goods.

Any clue (sight, sound, touch, taste or smell) used to project the relationship between you and your audience is called a brand artifact. Artifacts come in all different forms. For instance, a logo is a visual brand artifact of the relationship between the organization and an audience.

In an overflowing market crammed full of competing for value propositions, everyone is trying to make a mark. The organizations that win are those who make their mark by creating shared value with their audience, not by trying to stand out with just a logo alone. A logo must be connected to something much bigger than itself – the relationship.


Concept Of Market (Gordon Cook)

They say factories make products, but customers buy brands. This is largely true, but what is the connection between product and brand, and when does the brand process begin? Does brand precede the business or is a business the cause and brand simply a consequence or the effect of the business?

Let us consider the mindset of an entrepreneur in order to begin the ABC of branding. All entrepreneurs who start something significant begin with an idea, a concept vision or dream. This, in my view, is the starting point of a brand. Often the personality, attitude, name and even reputation of the entrepreneur are associated with the entrepreneur’s vision. However, for the concept to attract financial and other support the entrepreneur must develop and refine the concept into an offer he or she believes will satisfy a fundamental human need and be wanted or sought by enough people able and willing to pay for the envisioned product or service. Through a process of firming-up the value proposition implicit on the product or service, and by clearly defining a potential set of buyers, changes and additions are made through an ongoing research and development cycle. This ongoing transformation is about adding individual identity as entrepreneurs know that consumers have choices and therefore search for points of meaningful difference. They seek products and services that will add, in their perception, more value than alternative offerings.


So, therefore, digital branding is very important in the increase of organization value as to create a deep future for any companies that allows for necessary innovation. BRANDING WILL EARN YOU TRUST. And this value justifies any organizations earning by increasing it through a value-added approach.

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