A brand represents a company's market identity - who it is, what it does, its quality, its reputation, its goodwill, etc. Brand marketing alone, if done right, can be very powerful in influencing the consumers' decision-making. The phrase if done right echoes the fact that brand marketing has its challenges in itself. What more today when the target consumers are spending a sizable amount of their time on digital platforms?
Turning the tables
Indeed, the consumers are now digital citizens. They are technology-savvy and advanced. However, they still don't want to be treated or targeted as objects of commoditization. The digital landscape thereby plays a critical role in putting the consumers front and center when marketing to these consumers. The goal is not purely selling to them, but by establishing and enhancing the brand through value creation.
Digital media can act as a venue for various opportunities amidst the chaotic noise on the platform. Regardless of which opportunity you pursue, cutting through such noise, standing out and being heard are the new foundations of brand marketing, at least, digitally. To do this though, there must be a clear strategic focus. How can you do this?
1) Focus on what works
There is a plethora of digital channels. The social media is just one and yet under it, there still many platforms to choose from. For digital brand marketing to work, a company cannot be on all social media. Spreading the initiatives across all of these social networking sites will only dilute the brand message. You don't want that. Instead, choose a few platform that resonates best with your branding message and focus on them. For example, if you are into clothing business, Pinterest and Instagram are the perfect sites for your brand.
2) Share with caution
Once you found the right platforms, the next best thing is to share contents that your target market will find useful, valuable or entertaining. Some of the best contents, may they be graphics or videos, are positive in nature and evoke emotion. It doesn't have to be about your brand, but a content that shares the same values and ideals with your brand. Also, don't make the mistake of sharing too much information to the point of alienating your target audience. Just share enough so your audience will trust you. Don't share unless you are 101% sure that the subject is real and not a hoax.
3) Interact with them
Even if your chosen platforms are not the social sites (i.e. corporate blog, mobile app, email, etc.), interaction is crucial. It makes your brand more human. A simple acknowledgement that you receive the other person's comment, email or inquiry will do. Put simply, treat your audience the way they want to be treated and these consumers will reward you with conversions.
Apparently, no brand can deliberately ignore the digital channel if its goal is to market the brand to as many consumers as possible. The digital media can do a lot of things, not just capture the attention of the consumers. You brand marketing can be more successful if you will prioritize engagement first and conversion, second.