Why Brand Management in the Digital Age Matters
Understanding the value of your digital brand.
When Coca-Cola, unquestionably one of the most iconic brands of our time, suffers an identify crisis with the news of its all time low ranking in the annual BrandZ report, the value of how your brand is managed and reputation handled becomes an even higher priority.
If Coca-Cola, the $80.3bn valued company that spends over $3bn in advertising a year, can still be at the mercy of Brand Identity problems, then what hope for the rest of us?
The emergence and impact of social media over the past 10 years has seen a dramatic rise in the way that brands are identified, reviewed and ultimately hurt by consumer behaviour. The Coffee giant Starbucks now famously hire a huge social response team tasked with the reputation management of their stores on platforms like Twitter and Facebook.
Social customer service is now seen as the new telephone when it comes to airing our displeasures at a product or service that has not met expectations. 10% of all social posts are now believed to be complaints in some order and related to a company's image and reputation.
Essential to your business, brand identity and reputation management starts with understanding what is the strategy of your product or service and how that needs to be managed in the digital age.
Creating a fully responsive website and a brand identity that stands the test of time and delivers in the digital world is now a priority. With over 78% of internet searches now conducted on mobile platforms, the need to bring your brand inline with the consumer demand is ever more apparent
Brand management starts with your website and how it reacts and responds to users. Understanding the data you receive, the impact you make and the awareness you create is key to the development of any business.