The 3 Core Elements To Building Your Brand In The Digital Era

The last decade (hell, just the last five years) we have all seen an incredible shift in the way companies market their products; with social media, video content, search engine optimization, and access to mobile technology.

We're literally drowning in content, most of which slips right under our radar. And yet, content marketing is one of the main drivers of business and sales success today.

The simple story is that those businesses who are succeeding in marketing are those with a clear, undeniable position in the minds of consumers. In other words, a strong brand.

Core Element One: Brand Identity

One's first step it create the look, feel, and voice of the brand that will be carried through all marketing channels - from the website, to social media, advertisements, and packaging. A brand's identity will be reflected in their colors, fonts, logo, packaging, and overall style.

Core Element Two: Branded Communication

You must implement several strategies to help grow brand awareness and strengthen the brand in the minds of potential audiences.

Great brands build a robust social media presence using all of the appropriate channels to communicate directly with the desired target audience whether on Facebook, LinkedIn, Instagram, Twitter, YouTube, and through email.

It is also vital that a brand creates and executes a PR strategy which provides placements of their stories and accomplishments onto the right channels, such as industry trade journals, mass media publications, blogs, podcasts, strategic partnerships, and through known influencers.

Core Element Three: Consumer Experience

Customer experience is now considered a key metric to measure a brand's success. Those that deliver compelling experiences are the ones who build long-lasting customer relationships.

When brands create a tangible and memorable experience for consumers, those consumers walk away with material and stories to share, in person and via social media, to friends and family. So each individual now becomes a potential advertisement. 

Interaction Creates Opportunity

Every opportunity a customer or prospect gets to interact with the brand is an opportunity for the business owner to enhance their brand's image. Whether it is the virtual interaction afforded by digital technologies or face-to-face interactions, it is a positive user experience that can strengthen a person's bond with the brand.

Offering service which matches 5-Star hospitality is a key component is building a successful and profitable brand.

We can no longer assume that a brand is synonymous with the logo or a website. Today, branding is more about tone, visuals, and behaviors. When these three elements stand true to the core brand message, customers not only enjoy consistent user experience but also develop an strong affinity and loyalty towards the brand.

Today, brands cannot do without a strong and clear identity, a robust digital presence, and high-quality experiences which inspire social sharing and word-of-mouth.

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Edwin Dearborn is the bestselling author of Power Branding Secrets