Who Hearts ♥ your Brand
Synergies from digital marketing and brand strategy are obvious because while brand comes from the heart and love and purpose drives brand strategy and impact, digital marketing and communications as well as digital transformation tools and trends uplift business capability to collaborate, produce and share information with clients, customers and suppliers. Used well, loyalty and advocacy grows to sustain brand impact through the customer experience digital methods allow us to harness and deploy through pursuing brand strategy objectives.
A resonant and strong brand cannot be built in a vacuum or in void of values. We tell our clients that brand strategy fundamentally starts with deciding, defining and clearly articulating what the brand promise, personality and proposition are, and claiming a tenable, even an unassailable position. But it does not end there, and even in that initial discovery phase, how what has been decided in terms of brand principles and purpose will be communicated and to whom, needs to be considered closely. Increasingly, consideration of ‘how’, the link between and symbiosis between digital marketing and brand strategy becomes more apparent.
The magic is in ensuring and insisting that these principles and promises are translated to practices, manifested in business processes and enshrined and embodied in your people. Having an emotional connection with your brand, investing your business with a lifeblood conceived in clarity, and imbued with purpose allows you to transmit and communicate all of those emotions to your tribe and be in accord with them.
The key to all of this, lies is in the building of the perception you want to project to the people you can best serve. Having found your tribe, how can you project the perception that yours is a story they (your clients/customers/tribe) can be a part of, that you are not peddling a commodity, you are filling a gap in their lives? How do you keep on top of and keep meeting existing and emerging needs in their lives and psyches and how can you fully deliver on benefits they want and cannot be without? Like all perceptions, once in place, they will need to be reinforced.
The ‘how’ of course lies in the combined capacities of digital marketing and brand strategy and the opportunities they afford to, take a position, forge a message and communicate them to your tribe and empower your staff.