Human attention span is shortening. Decisions are being made purely on emotive reactions in the fraction of a second (swipe left). FIrst impressions matter most – am I in the right place? Is this what I’m looking for? Am I comfortable here?
Good Branding is an identifier that triggers the familiar. It can confirm you’ve found the right place and the right thing: brand’s cue quality, price and even the context for when you should buy.
Good brands have a code that defines how the brand looks, speaks and can trigger memory associations that build relevancy. When Brand Assets distinctive, they communicate instantly, subconsciously conveying message and tone, build recognition while creating hooks and anchoring memories.
Branding your Digital Presence. While the fundamentals of branding don’t change when moving online, the format does. Space is smaller; the speed of engagement is faster, and the impact required is more intense. Less is more.
Start with your Brand’s distinctive code.
This is the 101 to brand growth. Codifying your brand and having distinctive assets that work in all mediums is a must. There are multiple benefits from doing so – it will speed development, be better for the budget and, most important, it makes it easier for your customers to always recognise you.
Ideally, you want a small handful of assets. Logo and colour are obvious but it could include a tagline, a tonality, a trade dress or an image style, just to mention a few. Personality and presence start here.
Add emotion x2
Emotion trumps logic every day. The evidence shows that we have just 2 seconds to be noticed and 8 seconds to engage. Only then does rational benefit enter the consideration set. So, be fascinating, be intriguing. Just don’t be boring.
Emotion drives what we engage with and what we share with others. Make me laugh or cry – and I’ll pay attention. This is the job of great creative. Digital environments are tough – they are part of the customers journey. Step one is to earn the ‘swipe right’, then to hold and engage.
Make the format work hard for you
Focus on what is important and what you want your audience to do. Unless you are the category leader, talk about what you do and not the generic category.
Breaking down the elements into easily digestible chunks makes your content easier to navigate. Again, the brand’s assets (or code) can add tremendous value for both you and your customers.
Play where your audience plays
Website (a must), Facebook, Insta, Twitter, LinkedIn, Youtube. Be releant to the audience and the platform. Make sure that whatever you do, you do well. You don’t have to be perfect – just regular.
The job is never finished
A digital presence is forever evolving. Don’t wait for perfection. Monitor what the audience does (and likes) and keep adapting. Brand is an anchor, sales the goal and happy customers the primary objective.
Whatever the reason for reviewing your digital presence, we are ready to help. Online/Digital is just one part of a giant 3D marketing puzzle. Talk with us about your goals or challenges and how best we can partner with you. AMBA partners with a range of clients across geographies and industries who trust us for insights and advice. Together we can help you create a true competitive advantage.
Brand Science and Strategy is at the core of the work AMBA does. Touch Hearts. Move Minds. Emotive triggers open eyes and rational minds. We connect both – branding in the digital world (and all that entails) is one of the tools in our strategy toolkit. We’re based in Australia but connect with people everywhere. – Find out more.