‘If you keep doing what you’ve always been doing, you’ll keep getting what you’ve always been getting – this famous quote puts the dilemma of many business owners today in good perspective.
If you struggle to choose between the good old, time-tested ways of branding that you have always relied on, and the new digital hype that everyone seems to be joining, you are not alone. The world is rapidly shifting right before our eyes, to the point that it is almost scary for many of us not accustomed to sudden changes.
But when these feelings of doubt and second-guessing creep into your business, it is time to take a moment and go back to the drawing board of branding.
But fret not – in less than the time you take to finish your coffee, we would help you decide which way to go.
Target Audience
While there are pros and cons to each form of branding, they are contingent upon the demographics of your ideal target market. For instance, if you are a brand with seniors as its ideal target market, traditional forms of brand communication are more suitable.
People from older age groups would have an easier time associating with physical, tangible branding through newspapers and magazines.
On the other hand, these mediums of communication would not have any impact on younger audiences. Most of the millennials and Gen Z had more access to new technology growing up than previous generations, and hence, would not relate much to print media in the traditional form.
Brand Values
What does your brand signify through its principles, values, and code of conduct? This is important to understand because you do not want to be conveying your core values through products, and the opposite through your branding.
For instance, if you are a brand serving certified organic food products, energy-consuming billboards would not be a great choice for an advertisement.
The typical audience can be easily targeted through digital mediums in this case. Additionally, some of your customers might find it hypocritical to use non-renewable energy sources while promoting organic products.
Correlations
Large brands like Apple, Sony, or Nike do not even need to create powerful digital branding or marketing. A mere billboard with their logo and the product does the job! The large user-base, multinational recognition, and decades of customer trust come in handy for them.
For a small or medium-sized local business, it may not be a great idea to purchase the most expensive billboard spot in town, despite the attention it provides. For a much lesser cost, they can get into digital branding and get great results.
Digital branding lets you play within your budget – no matter how low it is, you can get results in proportion to it.
The Verdict
While there is no universally acceptable winner for branding, digital branding methods give you far more flexibility, cost-effectiveness, and control over the entire process.
Traditional branding has worked very well in the past but the future is digital!
Want to make the switch effortlessly? Let our experts handle all the heavy lifting for you. Get in touch with us for a complete, step-by-step approach to digital branding, the right way.
