The rise of digital media has certainly had a huge impact on branding, and marketing in general. Not so long ago, businesses had a choice of a handful of different mediums, including television, newspapers and branded physical items. Today, however, they must also contend with web-based advertising, online video content, social networks and much more. In addition, the branding landscape is changing rapidly – it is impossible to know for sure how the industry will change in the future.
Although digital media has disrupted the branding strategies of many companies, there remains a place for traditional approaches. The most important thing, whether you’re a cutting-edge start-up or long-established industry player, is to choose a strategy that suits your brand.
A different audience :
There are a number of differences between traditional and digital branding, but one of the most significant is the audiences that they can target. For example, statistics indicate that social media branding may be a better way of targeting younger consumers compared with traditional methods like print advertising. 59 percent of 18 to 29 year olds use Instagram, for example, compared to just eight percent of people aged 65 and over. Deciding which demographic is the best fit for your brand, therefore, will go a long way to determining whether you use traditional or digital branding.
Something tangible to take away :
Although there are many advantages to digital media, incorporating your brand on a physical item can still prove beneficial. For example, putting your company logo and name on a tangible item and giving it away at an event or meeting is a great way of getting your business to stick in a client’s mind. Personalised merchandise from National Pen, for example, lets you create a simple but stylish item that carries your company’s branding, can be transported easily and will prove useful to its recipient. Compared with a physical item, digital media can seem ephemeral.
Depending on your business, a traditional branding on a physical item may be a better fit your company’s ethos. If your potential clients work in an office environment, then branded stationary is a perfect fit. If you work in events, then perhaps a branded t-shirt or uniform would work well. These are branding strategies that simply can’t be achieved through a digital medium.
Your creative skills :
The creative skills that you have at your disposal will also be a factor when determining whether to use traditional or digital branding. Perhaps your employees are digital natives who are completely home with the world of new media. They may have grown up using social networks and possess the knowledge of what audiences are likely to react positively to. On the other hand, they may be established professionals with a long history of scripting and directing adverts for television.
Utilising your branding team properly will have a huge impact on whether your marketing efforts are effective. Understanding the strengths of your staff will ultimately determine whether your brand is conveyed the way you want it to be – whether you opt for a traditional approach or a digital one.
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