It’s no surprise the rise of digital experiences is becoming more prominent and elevating beyond the usual way we as consumers engage with brands. And in an already overly saturated market, the question we ask ourselves is ‘how do I stand out as a business’?
I believe there isn’t just one approach, but rather a handful of tactics, in order to make the most of your digital brand experience.
Before we dive in, what exactly is a digital brand experience? It’s one that encompasses all the touchpoints a business makes. From social media to email marketing and digital advertising, a brand’s digital experience is essential to its growth and success.
Let’s look at how you can achieve this.
1. Know who you’re trying to reach
When you’re clear on your ideal client or customer, the process of identifying who you’re actually trying to reach becomes simpler. Without this, it’s impossible to create a well-rounded digital brand experience, because your customers are the key piece to this puzzle.
The objective here is to know and understand their burning desires, challenges, questions, dreams and triumphs. When we understand someone’s motives, we gain greater insight into identifying their behaviours and patterns. This allows us the ability to target our communication directly to them, without overthinking anything.
I recommend creating a customer persona if you’re unsure of who you’re trying to reach. Give them a name, define the type of person they may be and what their interests are. Once this is defined, that person then becomes the profile you imagine each time you’re engaging online for your brand.
2. Have a clear goal and objective.
One of my favourite sayings is “fail to prepare, prepare to fail”, and while I don’t like to consider anything as failing but rather an opportunity for growth, this has a strong point. That if you’re lacking the preparation, or in this case, a clear goal, you won’t achieve the desired outcome.
Knowing what you’re working towards is essential in any brand’s approach – on and offline. This sets the foundation to truly leverage the results you’re after and gives you something to work towards and measure.
It’s also easy to become distracted by trying to be everywhere at all times. So, having a clear goal allows you to focus on aspects within your digital experience that will make a difference to your brand.
Trying setting out quarterly goals and work back from there. It’s important to see the big picture, but even more so to tailor it down to bite-sized monthly chunks.
3. Create a strategy for every channel
Your digital brand experience usually goes beyond one channel – in fact, it’s every touchpoint in your business. However, with each individual channel comes an individual strategy to maximise your exposure.
I’m a big advocate for choosing the top channels where your audience spends the most time. Just because there’s plenty of options out there, doesn’t mean you need to be active on all of them.
If your focus is Instagram, Email Marketing and your own company’s Blog, then each channel should have a targeted strategy. While you can re-purpose the same piece of content across all channels, each piece should be targeted towards the specific medium.
For example, you might write a long-form blog post about a particular area of expertise, condense that article for a newsletter and then pull out the actionable tips for Instagram. There’s no sense in reinventing the wheel when you’ve already created some great, shareable content!
4. Ensure a strong brand personality
One of the biggest elements that are overlooked when creating a business is how vital a brand personality is to their success. A business with a strong brand personality can connect effortlessly with its audience, is easily identifiable and can communicate more powerfully.
Simply put, your brand’s personality is the cornerstone of your approach and what will make your business stand out online. It’s also what will drive your digital experience because it’s the quickest way for your target audience to connect with your brand visually.
To ensure your brand personality is set up for success, consider the attributes that make up your brand. Is it playful and witty or structured and professional? These different characteristics will define your brand personality, making it easier to express it when engaging digitally.
5. Be consistent (and have fun!)
Consistency is imperative to any brand’s success. Once you’ve defined who you’re looking to reach, have created a clear goal, strategy and personality, being consistent is the piece that ties it all together.
In order to make the most of your digital brand experience, you need to take action on a regular basis. Again, having the strategy in place will help with this, but you’ll see the biggest results when you’re showing up consistently.
Whether that’s daily posts on Instagram and monthly newsletters or blog posts, engaging with your clients and customers online will build strong brand awareness and relationships with the very people you’re wanting to attract.
Above all, have a little fun with it! The more organic it feels, the more authentic it comes across.
If the recent global events have shown us anything, it’s that more businesses are leveraging the online space now more than ever. Looking at how you can make the most of your digital experience to grow your brand will allow your business an endless supply of opportunities.
Written by Rachelle Saevil, the Founder + Creative Director behind design studio, Saevil Row. With a passion for beautiful design in one hand and a glass of rosé in the other, her decade + experience in editorial and lifestyle design has led to creating brands on an International level and redefining design without borders.
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