In a digital age, why should branding matter more than ever?
Digital consumption has never been more prevalent than it is now. Over the past 12 months, we saw remarkable levels of global growth with social media delivering some of the most impressive numbers. Users increased by more than 13% and almost half a billion users joined social media, taking the global total to 4.2 billion in early 2021. Many people connected to the internet for the first time in an effort to adapt to COVID-19 life, whilst existing users embraced new digital tools and rediscovered old favourites.
It’s very true that the world’s mobile users now spend more time on their phones, than they do watching television – the smartphone is today’s ‘first screen.’
In fact, user dwell-time on social media far outweighs the traditional media we once loved for its predictability; with anything between 19 and 23 average hours a month spent on Facebook, YouTube and WhatsApp.
It’s in this context that there’s often a temptation to focus solely on digital marketing efforts. After all, gone are the days of media wastage, high production costs and blanket demographics… The ability to be highly targeted and get impressive ROI means that digital marketing, particularly on social media, is sometimes seen as the golden ticket to customer acquisition and retention.
Some might argue that businesses don’t even need a website any more, let alone a brand. This couldn’t be further from the truth. Yes, digital marketing is powerful but it’s also intensely fragmented. Our consumption of media is so intense it’s easy to just keep on scrolling. It’s easy to get lost. It’s also harder to ensure any level of recall. It’s really important to remember that (albeit a powerful one) digital is just another channel.
What’s more, the ways in which people discover new brands and decide what they buy are evolving - with 7/10 internet users saying that they now go beyond search engine results.
In the aftermath of COVID-19 – it’s likely that consumers will look to brands they can trust and rely upon.
Trust isn’t something automatic that you can simply say as a business, it’s something that has to be earnt and this needs to be driven from authenticity in your brand. In moments of significant life changes, such as starting a family, or moving home, and now the mass change we’ve seen during COVID-19; consumers are driven to change their buying behaviour. They look to brands that give them an emotional connection – and those that do, will enjoy brand loyalty. Nobody aspires for a one-off purchase, and it’s a strong brand that not only attracts repeat purchase but also creates a higher customer lifetime value.
Branding isn’t simply a cosmetic veneer, so it’s important to start with a strategic proposition that aligns to your business.
The brand proposition is the foundation for everything you do - that includes both internal and external drivers. It should inform your reason for being (or if you’re being on-trend, your purpose). A brand proposition that’s intrinsically linked to your business will deliver a brand identity output that’s not only future-proofed but also appropriate for what you do, how you do it, and why you do it. It’s the emotional connection that delivers your promise to your customers and it starts and ends with branding.
Arriving at a strategic positioning isn’t easy. There are lots of methods around – which are usually ‘workshop’ based - and these can often end up as a brainstorm where the person with the loudest voice wins. That’s not always a true reflection of your brand or your business, but there is a better way. At Truth, we use design thinking and design sprint methodology to support stakeholder engagement, promote brand guardianship and deliver a democratic system that truly reflects a brand offer. After all, a great idea doesn’t mind where it comes from - but understanding the nuances of any business and why it’s great often starts with looking to the wider team beyond the board and the marketing team in isolation.
If you want to find out more about our Brand Lab read on here. If you’re interested in why we believe in the process so much read on here.