“Updating approaches to branding for the digital world.
Brand is No.1
I want to start with a bold statement. The Brand is the single most important element to a business or organisation. If you think about what branding actually is; a position that has been carefully established, and a set of customer promises and an overall experiences based on communication and service, then not delivering on these promises and what a brand stands for will lead to failure.
A brand will experience reduced competitiveness, inaccessible products and services, customer confusion and dissatisfaction. As a brand shows its form in all customer touch points, then to say it is everything is really not an overstatement.
In this article I aim to break down the major elements that make up a typical brand proposition and describe in context to each, how online considerations and experiences need to be central to how the brand delivers its promises.”