What are the branding strategies that work best in the digital age?

There's no one-size-fits-all answer to branding. Good, memorable branding works if it is the product of a thoughtful collaboration between the design team and the client. In the digital age, this includes designing for the space it will be in the most. It's the reason why logos started becoming square after the iPhone came out: more people saw your logo in that size after that. A good branding package will include your logo in every type of space that it will exist, but you should prioritize the form it will be in the most when doing the first sketches and iterations.

In every era, digital or not, brands with the strongest, clearest purposes have thrived and become household names. A brand's purpose underpins all messaging, formats, strategic choices, and visuals. With a strong brand core, brands can adapt to any messaging platform in a way that's meaningful to customers.

Brand purpose should be a development and expression of the values already present in a company, rather than something that’s bolted on or suddenly adopted in response to a perceived need. If your brand’s purpose is unclear, don’t rush into choosing and announcing a stance or cause to align with. Use listening and feedback tools to discover the values at the heart of your company culture and develop them at a sustainable pace.

My brand purpose is to inspire positive change and empower individuals to "reach their full potential", "live healthier lives", or "make sustainable choices". This purpose underlies everything I do, from the products or services I provide to how I engage with the community. I am committed to "fostering innovation," "promoting environmental responsibility," or "advocating for social justice" to make a meaningful impact on society. My brand purpose serves as a guiding principle, ensuring that I remain authentic, responsible, and dedicated to fulfilling the needs and aspirations of those I serve.

Brand purpose is the WHY behind a business beyond profits. It's vital because it sets a brand apart in a competitive market, builds a meaningful bond with customers and most importantly reminds businesses of their societal impact.

Humans don’t process data and random facts. We remember stories more than anything and stories are what build authenticity with brands. Stories make the brand human and a good story is not just a sales tool but an authority building one. Build stories that matter and aren’t just a cumulation of facts.

“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” — William Bernbach

Storytelling is an effective, and powerful technique that builds customer/brand relationships. It’s a concept that has existed throughout the ages, bringing people together and keeping them connected. It doesn’t matter whether you’re a small business or a huge enterprise, a brand story gives volume to your voice.

I view a brand story as the vibrant tapestry that weaves together a brand's roots, aspirations, and character. It transcends mere product or service details, resonating with audiences on both emotional and logical levels. A well-crafted brand story serves as the compass guiding consistent messaging across all channels, forging a genuine connection by embodying the brand's essence and principles. This narrative artistry forms the bedrock for trust, credibility, and a sense of shared voyage with your audience.

Stories are easier to remember than facts or data. When a brand has a compelling narrative, it sticks in the minds of consumers, making the brand more recognizable and memorable.

In today's competitive industry, developing a strong visual brand is essential. Not only should your brand have a logo and color scheme, but you should also create a distinctive visual language that reflects the soul of your company. A distinct visual identity improves audience appeal and brand recognition. The impact of consistency across digital media is increased. Essentially, a strong visual identity forms the basis of brand appeal and need to take precedence in your branding approach.

a well-crafted visual identity sets your brand apart and makes it memorable, it should be versatile and adaptable to various mediums and platforms

As careful as you may try to be with your company background, website “about” page, and social media platforms, the truth is that everything you do – from the colour of your product packaging, to the staff you hire – makes up a chapter in your brand story. That means that you need to be constantly cautious that you’re reflecting the right “truths” about your company to your audience.

In the world of branding, I've learned that a visual identity isn't just a collection of design elements; it's your brand's visual heartbeat. It pulsates through your logo, colors, fonts, and imagery, echoing your brand's essence. But here's the magic: a truly impactful visual identity doesn't just capture attention; it orchestrates an unforgettable symphony that resonates, forging lasting connections with your audience and etching your brand into their hearts.

A well-crafted visual identity is an essential component of a brand's overall strategy. It helps communicate who the brand is, what it stands for, and why consumers should choose it over competitors. It's an investment in building recognition, trust, and loyalty.

Just like people, brands have a recognizable voice that stems from the way they think and feel about the world. The authenticity and consistency of these conversations separate a strong brand from a weak one.

Consistency is key, yet certain brands and their target audience might evolve as the business. It is vital to have a key voice, yet to diversify and find unique ways to engage with future not yet identified targets. One must follow the first and only voice ser from the beginning and no deviate in order to not cause confusion amongst the audience.

f you want other people to share the image you have of your company, then the first thing you need to do is clarify that image. Know the “why” behind your company, and figure out a way to articulate it in a clear, relatable way. Ask yourself: What matters to you? What makes your product different? What are you trying to achieve?

A brand voice is crucial as it serves as the unique, resonant heartbeat of a brand's communication. It not only shapes the brand's personality but also fosters recognition and emotional connections, fostering trust and loyalty among consumers while ensuring a consistent, memorable presence across all touchpoints.

Establishing a brand voice is crucial for maintaining consistency, building recognition and trust, and connecting with consumers on a deeper level. It's an integral part of a brand's overall identity and strategy.

The key to a successful brand in the digital age is providing value and quality. Actions, not just words, determine a brand's reputation. It is crucial to satisfy customer needs, go above and beyond expectations, and deliver exceptional service. A loyal customer base boosts a brand and promotes positive word of mouth. In an increasingly competitive environment, a brand builds trust and achieves long-term success by continually providing value and quality. It is essential to maintaining brand integrity and is not a choice.

Delivering value and quality is fundamental for establishing a strong and sustainable brand. It leads to satisfied customers, positive reviews, and a competitive edge in the market. Ultimately, it contributes to long-term success and profitability.

The crucial point here might be to ensure consistency of what is actually delivered and manifested at the customers' end with the implied brand promise. For example, a brand whose story, visual identity and tonality express some sort of slightly 'rebellious' attitude may also have to deliver value and quality in a way that is congruent with such a brand expression. Consequently, while it may be important to deliver value through effectively responding to customers' needs, expectations might only be fulfilled if the manner of the delivery reflects the implied brand promise. E.g., both Lotus and Porsche may respond to similar 'functional' needs, however, their customers' expectations and how those are fulfilled may differ significantly.

By consistently delivering value and quality, a brand can cultivate a loyal customer base that becomes brand advocates, spreading positive word of mouth and solidifying the brand's position in the digital world.

your brand story is something you build for your audience, not for your company. In other words, you need to make sure that the narrative you’re telling is the one that your customer wants to hear.

The principle of good branding hasn't changed in the digital age, but how you can execute, refine and adapt it has. In essence, the rules of the game are the same, but we have new and better pieces to play it. Understanding that brands are a long term intention, but that intentions aren't fixed, especially in the short term is key. Think about the assumptions and hypothesis that make your brand viable. What market and consumer shifts or product innovations will render it unviable? How can you track these? Every interaction with a brand, when measured correctly, is a chance to understand a very small part of a large puzzle.

It's important to remember that, while the first layer introduction to your brand is important, the additional layers are just as important. Grab a second set of eyes and conduct a thorough cross-platform audit for grammar, re-directs, imagery, formatting, landing page functionality, boilerplate, action item functionality, and candidate/client UE processes. Remember that a candidate today could be a client tomorrow (and vice-versa), and even the smallest inconsistency can send them to a competing brand. While it may sound like foundational common sense, it's one of the most common mistakes made by new brands.

One thing to consider is that the channels and platforms used to communicate your brand may shape your brand identity by their own virtue. While often there might no realistic alternative to a given channel/platform (e.g. LinkedIn for most B2B companies), choosing certain options may in itself drive perceptions of your brand with your target audience. So, while reach might be important, perhaps your brand identity may just not fit some channels and platforms. As a result, using certain marketing channels may create either cognitive dissonance with your audience or, as mentioned above, shapes perceptions of your brand in unintended ways.