Abstract
The 21st-century marketplace and its consumers are connected digitally as an innovative and inquisitive technique of information gathering. In the first two decades of this millennium, the proliferation of digital media and increasingly mobile Internet connectivity have undoubtedly had a significant influence on brands and brand management. Innovations have ushered in a brand-new epoch known as “the digital era.” This golden age has fostered a few unique challenges that aim to approach branding in novel and interesting ways. Brands are attempting to create a digital identity for their business in today's technology-driven economy to sustain consumer awareness. Maintaining an online presence is essential for businesses to continue being successful and relevant considering the increasing amount of time that customers are spending on digital platforms nowadays.
TopBackground
A brand is made up of all the components that set a company apart from competitors, including its logo, colour scheme, typography, taglines, symbols, etc. To distinguish a brand from its rivals in the market, it may be a service, a good, or even just a concept that can be communicated to the public. Branding is the process of creating any product, with the aid of numerous components, with a unique and distinctive personality (Ress, 2022). The necessity of branding in the digital age is as important as branding itself. Digital branding, also known as branding in the digital era, is a brand communication strategy that leverages the internet and digital marketing to strengthen a brand's characteristics, build its presence, and promote the brand (Jerez- Jerez, 2022). Digital branding originates from direct marketing and it is executed through specific digital platforms, including the Internet itself, mobile applications, social media, and most significantly, digital media content. Additionally, it includes all of the components, including the logo, colour palette, typography, taglines, symbols, etc.
Effective branding can solely be viewed as a reflection of how the target consumer perceives a brand, whether it be traditional branding or digital branding (Niculescu et al., 2019). This effective branding will contribute to enhanced brand positioning in consumers' minds. Therefore, it is crucial to strategize communication on digital platforms in a way that resonates with the positioning that brands desire to establish. Digital marketing and social media have simplified the process to communicate with and engage with customers online, but they have also made it simpler for customers to modify their perceptions of brands (Denga & Sandip, 2022b). The brand guidelines, which specify the tone, colour, typography, and general appearance of brands must be adhered to, especially when done digitally to avoid this. Brands must be as consistent as possible across all digital channels to boost their reputation, appeal, and customer loyalty.
Key Terms in this Chapter
BRAND: A concept employed in business and marketing to assist consumers to recognize a specific organization, product, or person.
Digital Branding: The act of leveraging digital assets to develop a brand identity that can be conveyed on any digital channel, such as a website, social media profiles, digital advertising, and content marketing.
Branding: A process of instilling a strong, favourable image of a business, its goods or its services in the minds of the public by fusing features such as a logo, design, mission statement, and a recurring theme throughout all marketing communications.
Digital Era: A period in history that started in the middle of the 20th century and is marked by a quick transition from traditional industries developed during the Industrial Revolution to an economy focused on information technology.