What exactly is digital branding, how is it different from digital marketing, and why does it matter? These are common questions that top digital branding agencies hear from clients. Digital branding is an umbrella phrase that describes a variety of ways that companies and organizations can capture their customers’ attention online. In the digital age, having a presence and personality online is often just as business success as personal relationships.
The difference between digital marketing and branding is significant
Don’t let the similar use of digital in these terms confuse you – digital branding companies often use both terms in discussing their work, but the processes are different. Digital marketing activities are those which promote products or services based on their value proposition in an online setting. In comparison, digital branding is more nuanced. The best branding agencies promote their customers’ businesses by highlighting specific underlying characteristics and values that make their company unique. Top branding agencies take this a step further by advocating for a digital-first approach.
Take your brand online with refreshing campaigns
You can think of your company’s brand as it’s ‘personality’ and the different aspects of its personality are it’s brand assets. These brand assets typically include:
- Company Name
- Color Schemes
- Advertising Methods
In an era where consumers turn to the internet for answers, positioning your company to stand out online is essential.
A company’s brand colors, fonts, logo design, and application should all be carefully curated to fit a specific personality.
The brand interactions of the previous era of marketing were one-directional: a customer might see your advertisement but wouldn’t be able to engage directly with your company through that channel. With the internet, an eye-catching digital marketing campaign can lead to conversions and a strong user engagement with memorable branding.
Digital branding by the digits
If you still aren’t sure what digital branding can do for your business, consider some key figures that illustrate the value of digital branding.
Recent studies have shown that purposeful branding significantly increases revenue. Modern consumers expect companies to have an online presence, and nearly 30% prefer to communicate with brands via digital avenues.
Because almost 50% of web searches are made from smartphones and mobile devices, companies have had to change the way they design their online presence. Top digital design and top branding agencies can transform dull contact pages stylized like Internet 1.0 websites of the 2000s into responsive and exciting digital destinations. See how Bluetext transformed Clarabridge’s digital presence with a branded video embedded into their website.
Leverage your brand awareness through ads
In 2018, more than 2.3 billion “bad ads” were taken down by Google — investing in your company’s digital marketing and branding with a top branding agency ensures your ads won’t get lost.
Branding is also becoming the go-to approach for advertising across digital platforms: A 2019 report showed that the most-used campaign type among all Facebook campaigns is Brand Awareness—55% of advertisers leverage Brand Awareness campaigns to drive impressions at a widespread and cost-efficient clip.
According to experts in the field, consistent branding across all channels increases revenue by 23%, and 89% of marketers say that building off that consistency and achieving brand awareness is their top goal.
Despite the emphasis consumers have placed on seeking out authentic brand interactions, only 60% of marketers think their brand is aligned with their long term goals. Bringing in support from a top branding agency is a surefire way to bridge this gap and polish your companies digital brand experience.
Digital branding means a versatile and flexible approach to engaging customers
Modern consumers spend their days on a variety of different media outlets and through multiple channels, which is a substantial shift in how people consumed information a decade ago. Companies need to respond by following their consumers to these new platforms to maintain visibility and relevance. As interactions increasingly move online, brands must adopt a digital-first approach.