Digital and dumber?
Has digitisation dumbed down brands?
With ever-evolving digital technologies rapidly infiltrating how we engage with brands; it can be hard to know whether or not the personal touch that used to come hand in hand with creating a comprehensive brand experience is still as effective.
How has digitisation affected our approach to branding? Has it actually led us down a path of 'dumbing down' our own brands by removing valuable nuances that make all the difference between success and failure? What does modern day branding look like compared to historical approaches and should invest time into replacing those unique elements lost from your brand’s code.
The Impact of Digitisation:
Welcome to the digital age, where everything is just a click away!
The rise of technology has impacted brands in innumerable ways, making them more accessible and visible to consumers. Digitisation has revolutionised how brands create, communicate and promote themselves, paving the way for new possibilities in marketing. Brands can now target potential customers online, leverage social media platforms, and collect data from user interactions, all in real-time. The power of digitisation has given rise to a new crop of savvy marketers, who are well versed in using technology to make their brands stand out. In this age of constant connectivity, brands must embrace digitisation or risk being left behind.
So how does a brand code rise to the challenge?
Brands should be as unique as fingerprints, they have their own distinct identities, their own code. But in the digital age, these codes have evolved into more complex than just a catchy slogan or logo. Brand codes now encompass everything from language and imagery to user experience and customer service. It's a bit like having a secret handshake. With the ever-changing landscape of technology and social media, companies need to stay on their toes to ensure their brand codes are current and reflective of their values and mission. It's a challenge but a necessary one if they want to stay relevant and resonate with their audience.
How are brands are adapting their brand codes for a digital world?
In the digital age, brand codes have taken on a new level of importance. As consumers actively seek out information online and engage with a brand at all hours of the day, companies have had to adapt their branding accordingly. Traditional brand codes, such as colour schemes and logos, have been given a digital facelift to ensure they stand out on screens of all sizes. But beyond that, brands are now incorporating new codes that resonate with digital audiences. From personalised messaging to interactive content, companies are finding new ways to engage with consumers digitally. As the world becomes increasingly digitised, brands that fail to adapt their brand codes risk being left behind.
In the age of social media and online shopping, having a strong digital footprint is essential. Many companies have successfully harnessed the power of digital-friendly approaches to boost their branding. One survey by Hootsuite found that social media has become a vital part of the marketing mix for businesses, with 66% of marketers using social media to increase brand awareness. Another survey by Adobe found that companies with strong digital marketing strategies achieve 2.5 times higher revenue growth than their peers with weaker strategies.
A mistake sometimes made in an effort to be seen to be ‘protecting the brand’ is the lack of flexibility in tone of voice. But if we follow the mantra that a brand has a personality, this begs for businesses to be able to show more than just one side of their character. A great example of a well-established (pair of) brands would be when Marks & Spencer (M&S) filed a lawsuit against Aldi, claiming that Aldi's Cuthbert the Caterpillar cake was too similar to M&S's Colin the Caterpillar cake, which has been a popular product for the company since 1990. This lawsuit generated a lot of attention and social media buzz, Colin and Cuthbert have skyrocketed to success thanks to a delicious blend of affordability, accessibility, and a playful design that begs to be Instagrammed. But let's not forget about the icing on the cake - the lawsuit that added a touch of drama and controversy to the mix, further fueling social media buzz. It's a sweet reminder of just how powerful a clever social media campaign that compliments and strengthens a brand position can be, even when things seem to be going sour.
As the world evolves, so too does the art of branding, companies need to be more innovative and creative than ever before in order to stand out from the crowd. The future of branding lies in connecting with customers on a personal level, engaging them in a way that makes them feel valued and special. The key is to create a unique identity that resonates with your target audience and leaves a lasting impression in their minds. As the saying goes, "first impressions count," and that couldn't be truer in the world of branding. So take your time, do your research, and don't be afraid to shake things up. After all, the future of branding is all about new technologies, exciting ideas, and being one step ahead of the competition.