Digital transformation and brand identity enhancement

Eventually, the time comes for companies to radically rethink their processes and boost their competitiveness in the market. This phase, known as digital transformation, is an opportunity for brands to radically renew themselves. As brands go digital, they tend to modernize their identity, starting with their visual identity. But what really do consumers expect from them?

What are the most important aspects to assess when it comes to successfully redefining the relationship between brand and customer in the digital age? What is the link between tradition and innovation that will help to create a more modern and engaging customer experience (CX)? What is the role played by emerging technologies in this identity metamorphosis??

There is no single answer. However, asking these kinds of questions is a good starting point.

Digital is not a reset, but a great opportunity to enhance brand tradition

Rethinking a customer journey is essential to gain intimacy with the brand, and to know the story of its relationship - really and deeply - with the customer. This is the only way to design a new CX without losing brand image (and reputation). These are often fine but decisive nuances.

Today, we can find an automotive brand launching a new electric car model. While introducing a new concept of mobility, the brand should not give up its tradition, especially when it has contributed in creating an image of innovation in every historical era. For example, its motorsport successes and its status as a style and cultural icon are values for many dreamers’ generations.

The evocation of a brand raises unique emotions in people, as they imagine themselves driving their dream car. These values are the result of a historic, indissoluble relationship that should not be lost, but emphasized thanks to the potential of emerging technologies.

Rethinking the customer experience in the digital age means overcoming static perceptions in favor of a dynamic and constantly evolving relationship. An omnichannel strategy makes it possible to establish a dual, ongoing relationship between the brand and the customer. At any time, in any place, the user can interact with the products he or she wants, through website, mobile app, augmented reality experiences and realistic 3D configurators, capable of realizing any customization desire in real time.

Knowing the story of the brand and its interactions with customers allows you to continue the narrative and make it more compelling through the opportunities offered by digital. Customer retention, the ability to retain customers and make them more profitable, is more important than acquisition.

From this perspective, the customer journey is a rewarding experience in terms of quality and unique because of the personalized dialogue with a brand that can involve its customers, thanks to its detailed knowledge of their interactions. This information is now easily obtainable from the data tracked by CRM platforms active in monitoring all the company communication channels.?

Exploring innovation: innovative technologies for consistent experiences with brand identity

Emerging technologies offer unthinkable potentials in creating new businesses and improving the quality of services. At the same time, the multiplication of creative opportunities generates a risk of dispersion without a clear identity strategy.

For example, a fashion brand should not give up the temptation to explore the NFT market. This is a new business capable of generating unprecedented sources of revenue from digital assets, renewing the concept of the traditional product catalogue.

But innovation does not automatically translate into a successful choice. It opens scenarios that need to be extremely carefully monitored, starting with very targeted analyses. Faced with the need to explore new markets, a good CX provider must therefore know how to balance multiple variables, making technology an instrumental element of the brand experience in all its possible strategic forms.