We are living in the digital age. That’s it. Fact. Done and dusted. Better get used to it.
But what does that really mean and how’s that affecting you? Well for a start it means we’ve all had to learn a new way to communicate. By virtue of the fact that you’re reading this blog indicates that you are at least some way up that learning curve and you are sharing information and generally interacting with the other inhabitants of this planet in a digitally appropriate way. Less obviously, it has also fundamentally changed the way we interact with brands which has lead to a significant shift in the way brands are created and managed.
Digital media by its very nature is dynamic – has to be. Video, animation and user interaction means that brands can no longer sit still or rest on their laurels when trying to compete effectively in the global marketplace – yes that’s right, they need to work harder! Greater care and ingenuity is required in the branding process to ensure that the final product comes to life in ways that just weren’t necessary before.
And just when you think you’ve cracked that there’s something else to get your head around. There is too much internet. Way too much for the majority of us mere mortals to handle anyway. The scale and diversity of ways in which we can access and interact online has meant that crafting brands that truly work across these various channels is a massive challenge. It’s vital to understand how users interact with content across multiple platforms, devices and formats and use that knowledge to create brands that are both flexible and adaptable without compromising the brand narrative.
Brands that achieve this and stand out amidst this swirling ocean of grey competition reap the rewards. Good brands that take the time to make sure they work effectively in the digital world are well loved and reflect positively on the organisation they represent – helping them to remain relevant and memorable. Brands that don’t, simply sink without trace – although they add to the noise as they thrash about desperately gulping for oxygen. Drowned. Gone and forgotten.
With these things in mind – regularly reviewing your own brand and measuring its effectiveness across all your channels is vital. Is our content dynamic and engaging? Is our brand story clear and easily understood? Does it work seamlessly across the various channels or are there areas that need improving? Are we doing enough to get talked about? Do we look like you know what you’re doing? Is our brand hard-working? Are we memorable?
These are just a few of the things we explore when working with brands as we strive to ensure they connect and lodge themselves in their audiences’ psyches. We explore in great detail the various ways their targets will interact with the brand and aim to bring it to life in the most compelling ways. We make brands that work hard to carve out their territory in the online world – whilst making it look effortless (for them, not us!).
Got a slight sinking feeling? Then act now to make your brand digitally buoyant. Embrace our new world. Leverage it. Love it. Don’t fear it. By the time you realize your brand is in trouble and thrust that hand in the air to attract the attention of the online lifeguard – it might just be too late.