Developing and Sustaining a Digital Branding Strategy

A digital branding strategy is a comprehensive plan to build and enhance a brand's online presence by leveraging digital channels, including social media, websites, content marketing, SEO, and paid advertising. It aims to establish a consistent identity, engage target audiences, and foster loyalty while driving measurable growth and visibility.

What Is a Digital Branding Strategy?

In a generalized sense, a digital branding strategy is how you communicate your brand’s identity to consumers online with the overarching goal of increasing customer loyalty and sales. Imagine your brand as a person.

As we mentioned, a person has a name, appearance, personality, values, something to say and someone to say it to. A digital branding strategy takes this brand personality and strategically positions it to perform competitively within a given market.

Why Is Digital Brand Strategy Important?

A company without a brand is like a person with no personality — boring. And people tend to avoid any association with boring people and companies. But if your company is anything like the personality of a friendly superhero saving lives or a kind neighbor helping others, people will trust your brand and continue a long relationship.

Digital branding is centered around relationship building and requires the right strategies to maximize the potential of these benefits

In fact, 81% of consumers say that trust is the leading factor in their purchasing decisions. With brand consistency, they’re 33% more likely than other consumers to stay loyal, and 27% more likely to advocate for a brand. Aside from gaining consumer trust, developing an effective brand-building plan can:

Increase Company Value

Boost Sales

Heighten the Perceived Brand Quality

Lower Employee Turnover

Communicate Your Brand’s Position Statement

A brand’s position statement distinguishes its mission and vision from what competitors are already doing. Take stock of your brand — including employee contribution, target audience, competitor positioning, and performance — and mesh it together to communicate your brand’s value.

A valuable brand position statement is:

Authentic

Don’t promise the world, because you simply can’t offer it and people won’t believe it. Deliver something realistic and true to your brand.

Concentrated

Avoid covering too much. Find common ground between your goals and condense your position statement to fixate on that idea.

Personable

Communicate to your customers how your mission and vision benefit them individually, specifying how you can deliver those benefits better than your competitors.

Actionable

Outline how you will consistently act towards your goals.

Memorable

Deliver a strong message powerful enough to stick with your target audience, even after their initial interaction.

Understandable

Most importantly, communicate your position clearly and effectively.

Digital Brand Positioning

Your mission, vision, and position statements tell your target audience who you are,

but is your perceived audience actually the people your brand is attracting?