Kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee. Or as David Ogilvy said;
“The intangible sum of a product’s attributes: it’s name, packaging and price, its history, its reputation and the way its advertised.”
The father of advertising’s mantra followed these four basic principles,
- Professional discipline
- Creative brilliance
- Results for clients
With online PR taking such a great big step in another direction ultimately the concept hasn’t changed. People still want to TRUST what they are buying into. Nowadays, people trust people more so than companies as they have got savvy and started to learn the tricks and techniques companies use to sell you stuff. We judge and make our decisions quickly. From the brand’s perspective, they succeed on good customer experience.
The main point of my post is that digital branding is a culmination of everyone’s perspective on the brand, not just it’s own opinion of itself.
It’s about creating identity and meaning via an interactive and relationship-based process and because of this, companies now begin businesses with brands that are more personality-focused as consumers relate to people and characters more so than corporate entities. This concept works with individuals too. It can be the spirit of who they are with reference to their niche industry.
Obviously with this model of digital branding, the ownership of that brand belongs to the public. They can make or break you. Customer feedback is essential to success and managing your brand is now a much more complex task. This week OPT is covering Digital Branding and ways in which to manage this! I would love to hear what kinds of brands my readers own and work for! Drop me a line!