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3 Ways to Improve Brand Management in a Digital World

It’s easy to get overloaded by information about how digital is disrupting business as usual: consumer empowerment, the proliferation of media channels, data-based decision-making and forecasting—and the list goes on. It’s harder to get clear direction on what that means at a brand level. Here are some practical guidelines for managing your brand in the digital age.

Simplify your story.

Brand stories are still being developed as though the marketer has all the time in world to get the point across to a captive audience. Wrong. The more complicated the digital ecosystem becomes, the more important it is to streamline your story. Even B2B consumers have increasingly splintered attention spans when it comes to researching and comparing solutions, so your story has to be brief, brilliant, and memorable.

Assume responsibility.

As Pepsi learned the hard way last year, even if you have a solid brand story, you no longer get to control the whole narrative. It’s easier than ever for people to call out brands on their missteps. Companies are being held accountable 24/7/365, which means that brands have to have good reasons for every action. The more transparent you are about the choices you make—and the faster you are to acknowledge your mistakes—the more respect you’ll get.

Train your staff.

Turns out that people may actually trust what your employees say more than what your brand says about itself. That means that not only should you be treating them well—which we hope goes without saying!—you should also be internally socializing your story, your mission, and your core values. Your employees are digital citizens too, which means that whatever their official role might be, they’re often on the front lines of shaping brand perception. Brand training isn’t new, but its importance is skyrocketing thanks to digital.

For a closer look at the role brand plays in a holistic digital strategy, get in touch.