Multiple businesses, or organizations could be run by the same group of people. But, they cannot all necessarily be a part of the same brand. It is very important to distinguish all entities and consider the process of branding exclusively for a particular brand, while emphasizing on brand values for maintaining a long term goodwill of the brand.
The priorities for building brand image are beyond profits and losses. Where many actions may appear useless or a reason to bring certain losses to the business but in the longer run they result in strengthening the brand image.
No matter how good we are at a lot of things and how much extra we do for our customers, it doesn’t matter unless we can deliver what they actually need from us. Even if we can deliver what they need from us but we are unable to reflect it in our Digital Profile, we won't be able to make much of a progress.
Image of our brand is the first thing that reflects our professionalism. What we can do for others must be clearly visible in our own presentation. Although there are a number of other areas where it has to be taken care of. But, it is critical to have it in our first impression before somebody goes into details.
All elements portraying our brand image must have an overall harmony with one another. Where the type of content that we would deliver over a period of time must also be well thought.
For Example: A brand of candies should be more concerned about likings of kids of specific ages, it’s appearance should be made attractive for them while it’s communication language should be kept casual and simple. If we make it look like a medicine brand with an extreme level of professionalism and use high level literature for communicating. It won’t serve its purpose.
It is an important decision to define the overall personality traits of the brand and harmony should be observed across everything we deliver.
While portraying the best possible image of our uprightness, we make many claims and commitments. The perception of the brand that we give through our branding must also exist in our services. If we highlight a lot of things including even the ones that we cannot deliver, our brand image will look deceptive. We will lose our credibility even for those areas that we are very good at just because of developing a sense of deception through our impression.
We should avoid overrated statements and all efforts that we make for branding should give a credible impression. Our branding must have everything that we are confident about delivering and we should always ensure to add relevant details. We should always provide an ease of exploration so that whenever someone digs further for details they should be easily able to access them at our Digital Profile.
The two sections of Digital Branding include the brand story that we have to narrate and the style of presentation we adopt for our brand.