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Category Archives: Strategy

  1. The State of Agile Branding

    • by Brandon

    Agile Branding in the Digital Age

    You’re sitting at your desk (or maybe somewhere else – we don’t know), and you’re worried about how to best develop your identity online. Creating a digital brand is not easy, especially when consumers are the driving force behind it – along with their ever changing opinions. In today’s rapidly evolving market, you need a brand identity that speaks to your audience on a personal level, while also adhering to your company goals. It must define you. To know whether or not your branding is effective, creative solutions (along with quick feedback) are needed. This is where agile branding can be useful.

    Agile branding does a few things:

    Promotes Adaptability

    Consumers expect the brands they endorse to be flexibly relevant to their needs. Because their needs are always shifting, brands also need to shift to stay relevant. Those that do not are left behind. Remember when Blockbuster was around? We don’t either.

    Agile branding promotes this adaptability through quick feedback iterations. Because there are multiple, smaller-scale experiments, consumers give their feedback on the idea much quicker than on an annual large-scale campaign. Listening to the consumers more often allows companies to fine tune their message based on this communication. The back-and-forth interaction creates a personal connection with the audience, ensuring the brand remains a part of their daily lives no matter what channel it is viewed through. In the end, your brand is not for you; it’s for your consumers.

    To further stress the need for adaptability, each brand is viewed on the global stage. Seeking out change in one area of the world will inevitably lead to innovation in another, providing the brand content is suited for it. Keeping in touch with your global audience on a regular basis gives the best chance at developing increasingly unique products or services. A good idea is a good idea, no matter where in the world it comes from; just remember to research cultural norms that may impact success in that market region and adapt to fit them.

    Demands Consistency

    While evolving with the needs of consumers is paramount, remaining true to the core values of the company is of equal importance. Consumers value transparency and firm promises; when brands can deliver on those promises in interesting ways, they are rewarded for it. All touch points must align with the core message, and consumers must be able to recognize that. The tricky part is finding a balance between being adaptable and remaining true to core principles. If a brand goes too far into evolving territory, it risks losing sight of the core message. If it sticks only to rigid rules, it loses out on staying relevant. In essence, this balance is the heart of agile branding.

    Requires Authenticity

    Many of the top agile brands today are viewed as good citizens. Consumers, especially millennials, deeply value honest Corporate Social Responsibility (CSR) and will know if a business is faking it. Authenticity is extremely important. In order to be a consistent brand, CSR should be woven into the core values and goals of the company; it must clearly connect with the brand in a meaningful way. The best agile brands know this and are continually viewed in a positive light, even when headlines are against them.  

    Relies on Metrics

    Agile branding is not blindly picking straws: Each touch point in the process is backed by research and important metrics from interactions with consumers. All pertinent data from feedback loops are analyzed more frequently than traditional methods; as such, brands are able to update their metrics sooner for a perfect fit. Each brand will need different metrics based on their consumers, but all agile brands create a reliable process to measure relevant data and adapt through it. Because the digital space is always evolving, agile branding makes analyzing metrics a more efficient and useful process – especially since much of the data can change instantly.

     

    Branding content is shaped by the environment it’s in. We can’t exactly predict future environments, but we can be in a position to respond to these changes. When markets change rapidly, an adaptable but authentically consistent branding strategy is necessary for thriving. Good agile branding provides this strategy, ensuring your brand is relevant long-term.

    If you’re interested in developing your identity, give us a call, and we’ll get you there.

     

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  2. How Does SEO Impact Digital Branding?

    • by Varsha V.

    SEO and Its Impact on Digital Branding

    Search Engine Optimization (SEO) is probably one of the most commonly used terminologies when it comes to online marketing. While many of us know the benefits, we might not be using it effectively as a digital branding exercise. But before that, how many of us actually understand digital branding and how SEO impacts that?

    Well, to better grasp this concept, let’s begin with a basic introduction to SEO and digital branding.

    What is SEO?

    SEO is the process of optimizing a website or a web page through tools and best practices, in order to rank better organically in search results. There is a multitude of rewarding results to this process, including increased traffic, brand awareness, generating more leads and revenue, and so on.

    How Does SEO Work?

    There are various levels of optimization, but here’s the basis on which it works.

    Search engines like Google, Bing, and Yahoo use crawlers that index web pages. These crawlers use certain ranking signals to serve up the most relevant content for any given search or query. Some of the most important ranking signals include backlinks, keyword density, comprehensiveness, page speed, and mobile-friendliness, among other things.

    SEO is all about optimizing web pages and working on making them show up in the top results of any relevant search string.

    What Is Digital Branding?

    Many a time, digital branding can be easily confused with digital marketing. In reality, digital marketing refers to what you do to promote your brand or business online. On the other hand, digital branding deals with consumer perception and your brand’s/business’ image in the digital space. In other words, it’s your brand’s online personality.

    Why Is Digital Branding Important?

    In today’s day and age, digital engagement has shot up exponentially. In an infographic on Social Media Today, it is observed that teenagers spend up to 9 hours a day on social media. Brands and businesses are taking advantage of this, introducing themselves to a huge audience through targeted ads.

    This is where digital branding starts to make a difference. In an endless sea of marketing cliches, digital branding aims to convey a brand’s story in a unique way that resonates with its target audience. Consequently, this helps people form a positive notion about the brand, and that in turn nurtures engagement and loyalty towards it. In a nutshell, digital branding helps people feel good about a brand or a business before they even interact with it.

    Now that we’ve covered the basics of SEO and digital branding, let’s move on to the more important question.

    How Does SEO Impact Digital Branding?

    SEO plays a significant role in how your business shapes its personality online, and how you understand and approach customers. Let’s take a look at some of the key areas of digital branding that are impacted by SEO.

    • Social media SEO helps you analyze what’s trending in your industry, what people are saying about it, and how industry leaders are responding to it. You can use this data to spot trends and determine the needs of your target audience, which will help define your brand’s approach to digital branding.
    • In the realm of search engine optimization, social proof is a significant contributing factor to a business’ digital brand. It mostly comprises of social signals such as likes, dislikes, shares, pins, views, followers, etc. The better the social signals, the more credible the social proof. Consequently, this affects the quality of your digital branding as well.
    • Image SEO helps you convey your brand’s story better by making it visually engaging to an extent where it demands a response or an opinion.
    • SEO helps your brand reach out to your target group better, leading to higher conversion rates and reduced marketing spends.
    • It also helps your brand provide a better user experience across all digital platforms. This directly affects your brand’s image and also helps shape your digital branding.
    • SEO also helps your brand’s digital branding by merely doing what it’s meant to, which is to enhance online visibility for your brand. This helps propagate your branding strategy better and maximize its impact.
    • Local SEO aids discovery when it comes to localized searches, giving your brand a certain amount of leverage to form long-lasting customer relationships.

    So, there you have it! We hope this helped refine your view of SEO, and why you should use it as a starting point to shape your digital branding.

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  3. Value Proposition Canvas Explained

    • by Admin

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