communicated in a quickly interpreted form - usually an icon, font, look and feel, color scheme, tone of marketing copy and the like.
This collection of branding mechanisms are delivered on a website, as well as in traditional channels of branding - signage, packaging, TV and radio, etc.
In this method of branding, information flows from the company out to the consumer in the form of a brand message. This is as important now as it has always been in controlling your brand and keeping your message focused and 'on point'.
And today, there is an entirely different method of branding. In addition to 'outbound' Branding, Digital Branding allows search engines like Google, Bing and Youtube to find you, and deliver your business in the results for a search for what you offer.
This is also Branding, with an entirely new perspective.
Now your Brand can be much more powerful than by just disseminating information one advertisement at a time, as in the old model.
This method of Digital Branding 'tags' information on the internet that is related to your business, with information that enables Google know that information belongs to you.
As your 'tagged' information is shared by others in social media, for example, Google will give you 'credit' for that information, and into the future where ever it is shared or re-posted.
Your content, if 'tagged' correctly, can dramatically increase how large your company appears to Google.
Why does all this matter?
Simply because Google delivers those they determine to be the 'authority' on whatever search they were given.
Looking for Eggs? .. yes eggs.. do a Google search for Egg dealers, and Google will deliver the Egg dealer with the most identifiable and powerful content on the web.
In other words, the more 'tagged' content you have related the search terms for which you would like to rank, the higher Google will put you in the search results for those terms.
So, the goal is:
Have a cohesive Branding strategy to include and integrate both outbound and inbound Branding
- Create, post and promote as much 'on point' content that is correctly 'tagged' with your digital brand as possible.
- Deliver that content as to enact your complete Branding strategy.
- Earn as much social interaction with that content as possible
- Gain numerous and powerful links to said content.
Further episodes of The Marketing Lunchbox will go into great detail about all the great details.... stay tuned.
If you cant wait, and want to check out the process, here is a PP presentation of the details of Digital Branding and Habanero Consulting's Digital Branding services.
As always, you can email me at HabaneroConsulting@gmail.com for Digital Marketing services.
Tony
