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Digital branding is an orchestra that needs leadership.
Considering that businesses are changing, we examine the main factors of change in the digital age in this article.
The seven main drivers of change in the digital age are as follows::
But to understand the attitude of successful brands, it is necessary to understand their three main questions
The concepts that Constituent the consumer experience are changing. Before, the consumer experience at the purchase was limited to physical location and communication with employees. Today, the design of the app and the design of its interface lead to the creation of an experience.
Before, the consumer experience at the purchase was limited to physical location and communication with employees. Today, the design of the app and the design of its interface lead to the creation of an experience.
Types of variables.
A living brand is a brand whose personality and identity change over time depending on the type of audience and the conditions of the environment and competitors.
Live and dynamic brands, based on their personality, have the ability to combine their benefits with other brands or co-branding; Like Nike and iPod released a joint product for music and sports enthusiasts.
By using the following methods, it is possible to convey the aliveness of a brand to the audience::
Using influencers also shows the brand alive. Supporting and criticizing your brand means you exist! When different people say more positive things about your brand, and the scope of this conversation expands, your brand personality deserves to be at the center of audience discussions.
When different people say more positive things about your brand, and the scope of this conversation expands, your brand personality deserves to be at the center of audience discussions.:
For example, some influencers sometimes have many followers, but the followers do not show any acceptable behavior or reactions.
In the comparison made on Instagram, the follower increase and the engagement rate have a similar ratio.
Ideas for a living brand are constantly going viral. But how does the idea and message of a brand become popular?
Changing brand appearances according to consumer insights and environmental conditions, such as John Soda and Google.
In this example (John Soda), the entrepreneur invited the audience to email him the images they wanted, then printed the drink label with those images and offered them to them.
At your daughter’s birthday party, drinks are served with her photo printed on them. Also, Google intends to show its dynamic and innovative personality by changing its logo every occasion.
Customer engagement with you and the content produced by the customer shows you are alive and dynamic.
The more engagement, the more dynamic your brand is. Therefore, it is necessary to establish two-way communication with the audience and respond appropriately to their needs.
A brand community is a space in which the brand communicates with others and includes the following areas:
Me and the brand (I am here as a consumer, and his consumption affects others)
Others and the brand through me (the consumer becomes the representative and ambassador of the brand and does something for them)
Me and others (the consumer exchanges experiences with other consumers)
We fluctuate between individuality and belonging to the group. Much collective behavior in social networks affects our behavior and directs our purchases without our realizing it. Along with this assimilation with others, we find a social identity. Therefore, social networks are somehow responsible for the assimilation project of the following part of society.
If a brand can be in the center of communication with us attraction, and you refer to that brand for that product class, your behavior will also affect the circle of influence of your relatives. The concept of 3F represents the circle of influence of each person: friends, family, and followers 3F represents the circle of influence of each person: friends, family, and followers. friends, family, and followers.
Focusing on experience, developing brand personality, and creating a brand community have led to changes in marketing methods.
Also, in the digital era, 4P is replaced by another model called 4E
Coordinationmanagement of digital marketing are only possible if we understand customer interaction and identity capital entirely..
Digital branding is a way to differentiate and grow our brand in the digital space, ultimately leading to the development of our business in different digital platforms..
Suppose the concepts of identity, interaction, customer experience, and resource sharing find their place in our minds. In that case, we can write a suitable and worthy program for today’s digital market and adapt the behaviors of our organization and brand to digital changes and developments..
To survive, we have no choice but to align with the changes in the digital environment in business.
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