What is digital branding?

Sandra Meek
30th May '13

We do digital branding. But what does that really mean?

As digital strategist Mike Arauz, says,

Digital branding is about real life.

Customers just want your digital brand to complement everyday living - a useful tool, a helpful service or a desired product. They want it to be effortless and seamless. They want it to be accessible and useable. They don’t want to have to think about it. And if your digital brand works for them, it will become part of their life.

So, how do you make it work for them? Trust. Trust that’s built through digital branding.

Every single interaction a customer has with your brand online, every experience, that’s digital branding. The look of your interface, the tone of voice you use, what people are saying about your brand on social networks, how well your service works on different devices, that’s digital branding. And it’s all important in building your reputation, conveying your brand values and attracting and retaining customers. The more cohesive and considered your digital brand is, the more trust you’ll build. Trust that your brand will do what consumers expect it to do and do it well, trust that your brand will look after them as valued customers and trust that the experience of your brand will be smooth and hey, maybe even fun (if that’s what you’re about!).

Of course, it doesn’t end there. To keep your customers coming back, digital branding is something that has to be considered by you every day. As well as part of your customer’s real life, it has to be part of yours. Every digital touchpoint needs to communicate your brand’s values in everything it does. After all, digital branding just means your brand. In real life.