Digital-branding is the construction and development of a brand in the digital space: on the Internet and also on any digital media outside the network. Digital-branding uses different channels of communication and, accordingly, covers more segments of the audience. Digital-branding is necessary for brands with narrow target audiences, companies that interact with young consumers or companies that do not have the opportunity to go on TV. Also digital-branding is suitable for products that require a detailed description: medicine, technology.
Before creating a brand, it is necessary to research through internal and external sources:
- market volume and competitors’ shares;
- The volume of media investments and an analysis of the competitors’ presence in all digital channels;
- creative materials of all prominent players (what they do, what strategy they use);
- all the characteristics of the potential consumer.
The next important stage is positioning, in the process of which it is necessary to determine:
- The ideational component of the brand, its mission, purpose, role;
- character. If the brand was a person, what kind of a person it would be, what kind of morals, values, communication style it would have;
- The portrait of the brand’s target audience, its demographics, interests, motives, drivers and barriers;
- key characteristics of the product/service, principles of their creation, rational and emotional benefits of the brand.
Next we move on to visual identity. Identity or corporate identity is the visual component of the brand. Graphic elements (logo, font, pattern, and so on) that distinguish it from other companies. On the basis of the basic package of identity the website, interface, integrated advertising campaigns (campaigns with several channels of communication), Internet banners are created. The identity must be dynamic, adaptive and easily scalable to any communication tasks both online and offline.
At the communication stage a digital-strategy is developed and priority channels of communication are defined:
- devices with Internet access – computer, tablet, smartphone;
- digital television;
- Interactive screens, POS-terminals – a replacement for standard outdoor advertising;
- Other gadgets – smart watches, fitness bracelets;
- Digital art – artistic works in digital form.
There are also many tools for communication: search engine promotion, SMM, mailing lists, contextual, teaser, media, banner, viral advertising, etc.