GUEST ARTICLE: How to strategize your brand identity in this tech-savvy audience?

The prospective customers create an image of the brand within 90 seconds.

Mumbai: The advent of digitalisation has made brands change their ways of connecting with the audience. The traditional methods of marketing are gradually fading away as the customer’s behaviour has experienced a paradigm shift. The audience has become tech-savvy and now expects to stay connected with a brand across multiple touchpoints. Therefore, strategising the brand identity according to the needs and expectations of the consumer is the need of the hour.

Brand identity determines the unique personality of the company that is reflected in its products and services. It is the complete picture of the goals, visions, USPs, and more that a company embraces while entering the market. The audience must get a clear idea of the brand’s purpose in delivering their products. The brand identity can forge a link with the prospective customers, engage with them, win new customers, and turn one-time visitors into a loyal customer base. As a result, a brand persona that connects the company on a deeper level must be created for the tech-savvy audience in the digital space. Furthermore, appropriate platforms must be selected for deeper impact, and results must be analysed to improve the brand identity.

Determine brand persona

On average, prospective customers create an image of the brand within 90 seconds after interacting with its touchpoints (website, blog, ads, and more). Therefore, to establish the brand's identity in the digital space, creating a cohesive design for the brand is necessary. A stronger visual identity must resonate with the brand, and the audience will be able to understand what the company is all about. A persona determines the qualities of the brand for the viewers and includes traits such as tone, voice, visual appearances, etc. To establish a visual identity, the selection of font style, colour, and logo design that represents the brand is crucial. The content (pictures, articles, videos, etc.) that is uploaded must be brand-focused in terms of aesthetics, brand voice, tone, and more to create an impression of the brand in the digital space.

Deciding the platforms to launch

After deciding how the brand will appear to the audience, choosing a platform to launch on is a crucial step. Brands have realised that prospective customers’ behaviour patterns have changed, and they are now completely active on several digital platforms. However, not every platform is similar in terms of performance, reach, diversity, and audience density. Having only brick-and-mortar stores or launching themselves on one platform is not an option. Therefore, a digital publishing platform that is interactive, responsive, customizable, accessible, and adaptive must be chosen by the brands to launch themselves. To gain a proper edge over the competitors, an omnichannel approach must be followed. In this method, businesses tend to connect with their audience across all the channels, devices, and platforms using unified messaging. It ensures that customers contact the brand at the appropriate time and place, as well as creating the perception that a brand is accessible, responsive, and proactive toward customers.

Look out for public perceptions and analyse the results

After the brand identity is curated and launched on multiple platforms, the brand needs to analyse how customers are interacting on those platforms. Analytics lets the brand know what the customers prefer to engage with. This insight into the performance of the identity can help the brand optimise the content in order to make it more engaging, persuasive, and aligned with the target audience’s needs. The process is dynamic, shifting with a series of refinements, changes, and iterations. Therefore, brands must regularly check their identity and monitor their effectiveness among their customer base. Particularly, three metrics must be monitored to get the desired results: brand mentions, brand loyalty, and brand reputation. In addition, parameters such as SOV (Share of Voice) and backlinks from reputable resources can explain the public’s opinion about the brand. It not only informs the brand about its progress in the digital space, but it also provides insight that can be used to develop strategies for building a strong brand identity.

All things considered

In the near future, digital spaces will become saturated, and the factor that will distinguish the brand from the crowd will be its identity. The brands have a fair idea of the impacts of digital presence, as the audience has been active on these platforms for the past few years. The purpose of these enterprises must be to provide quality in terms of content, products, and customer service. These steps will form the foundation of the brand's identity and will create a perception for the customer. When the primary image in front of a visitor is welcoming, interactive, and creative, the brand appears to evoke emotions in the audience. Thus, brand identity helps create a long-term relationship and increases the prospects for growth and success.

The author of this article is Quantafi Digital vice president of media & partnerships Tusshar Arora.

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