Journal

Digital Brand Management

We live in a highly connected, digital age of business. It only makes sense then that you make the management of your brand in the digital sphere a key part of your growth plan.

Social media has changed the way businesses are run, key decision makers use it for insight, recruitment, and opening new opportunities. Use digital brand management to increase your visibility by implementing a strategy that focuses on the following:

Lead Generation
Thought Leadership
Creating Awareness
Increasing Engagement

Unique, thoughtful, and informative content is the keystone of any digital brand strategy. There is a temptation to opt for quantity over quality with the only result being long-lasting damage to your brand’s reputation. Make your content engaging, and your audience will seek out more information about your brand of their own volition. Most consumers that can be reached in this way are digital natives and as such do not require their hand to be held to learn more when something has piqued their interest.

Make use of different forms of content, repetitive posts are no good to anyone. Depending on your audience, you might want to consider videos, infographics, case studies, or white papers. Also, keep in mind not to be generic, there is no point repeating the same piece of content if ten different versions of it already exist elsewhere online. Be original.

The when and where of your digital strategy will be determined in equal parts by your brand values, brand culture, the demographics of your audience, and the ultimate objective of your communications. Different digital channels will offer varying rates of success for different types of campaign. If you’re trying to target a younger market, then, perhaps surprisingly, Facebook may not be the place to do that with all evidence showing higher rates of marketing efficacy amongst the 25+ category. You must also consider frequency, a well scheduled strategy can catch your
audience at the right times, a random, or poorly scheduled, strategy may make no impact whatsoever.

It almost sounds like a cliche, but you really must stay on-brand. Don’t be tempted to start churning out content for the sake of it. Businesses that attempt to piggy-back on current events are the worst offenders of this. Does anyone care that your accountancy firm congratulated Andy Murray on winning a second Wimbledon title? Of course they don’t. That sort of content only works when it is part of a cross promotion and there is an existing relationship there already, otherwise it just seems out of place and almost desperate. Aim to give your audience value. If you don’t reward them for their attention, you will quickly lose it.

Your brand should be expressing the same message across all channels. Consistency doesn’t have to be repetitive, there is a likelihood that your Twitter followers are not the same as your LinkedIn followers who are not the same as the people signed up to your monthly newsletter. There will of course be some overlap, but chances are they don’t mind if they’ve taken the time to hoard all of your digital channels.

Each channel has slightly different requirements. Twitter provides you with 140 characters and Instagram with a singular, square image. It is just a matter of adjusting your content accordingly.

Your strategy should have clearly marked objectives. If you are looking to attract top level talent, then make sure the content which discusses your organisations incredible office culture links to your website’s careers page. If your aim is to be seen as an authority in your field, then ensure that you provide thoughtful narration to that field. If your aim is to drive sales, make sure that you are gathering audience information of your own or that you are easily contactable.

The digital world is throwing up new challenges for marketers and brand managers alike. We live in a time where businesses have never been closer to their consumers and social media platforms make the sharing of information and freedom to discuss and review brands online both an exciting and daunting prospect. If you can keep your audience engaged, whilst getting your message across, you are winning the battle.