Layer by Layer
All big truths and chunky lessons, but fundamental to grasp, is the role of digital marketing in constructing the layers of your brand — from purpose to image to the story – buttressed over time on every channel where you meet your tribe, to disseminating the messages that move the narrative on and deepen engagement.
Brand values are a precursor to brand identity and together they create your brand image. Digital Marketing’s primary goal as it relates to brand strategy, is the projection and perpetuation of perception and the bolstering of the perceptual mindsets of the persona composites that constitute your brand tribes.
Whether it’s your first foray into strategy and brand management or you are embarking on a refresh, opportunities abound. For the former, these opportunities are in creating and claiming and conquering a position. In the second, it’s a change process, with considerations for internal brand engagement, technology alignment to optimal business processes that can also be defined.
In either case, measurement is crucial because this is what allows for review and improvement. Mining this information provides direction and digital capabilities, as well as the myriad opportunities described above, provide untold advantages in this regard.
….and Levers
The power of a brand comes from the heart, and we must discover emotional levers to connect the brand to its tribe, but if Love and purpose drive the strategy and impact, digital marketing drives the brand and to an increasing extent today, the loyalty and advocacy that sustains it. It provides the tools and reach and capability to disseminate the messages and engage with the right people, enabling as it does, a ready finger on the pulse and ebbs and flows of the initiatives you are making and of the people your brand impacts.