Every business, especially in the digital age, requires a brand strategy. If you prioritise your digital strategy over your branding, the digital landscape can easily become fragmented. This online business model ensures that consumers have access to anything and everything they desire, literally at their fingertips and in real time. Customers will not recognise, remember, or even consider your products or services unless your branding efforts are strong.
Enhance the customer experience
Tactics without a strong strategy fall short of meeting business objectives, regardless of the landscape—digital or not. The execution of your brand promise is the starting point for your business strategy. As a result, your marketing strategy should revolve around consistently delivering on this promise to enhance the customer experience across all of your digital channels. Engaging customers at all digital touch points in their daily lives is the most effective way to invite prospects into your brand experience.
Display shared values
When it comes to making a purchase decision, your branded 'content' should reflect your prospects' and customers' values and inspire them to re-engage with you. Furthermore, these target audiences expect you to recall them.
But what are you doing to make them remember you? They expect consistency in what your brand stands for across all marketing touch points and throughout the consumer decision journey. The messaging must also be tailored to each touch point. Furthermore, they want what is important to them to be important to you as well.
Boost credibility and trust
Customers prefer to do business with people they can rely on. Your branding efforts must give your company credibility and affinity with the values of your customers. Don't just give out content. Instead, provide customers with relatable, emotional experiences. Creating a powerful, recognisable, and relatable offering that distinguishes you from competitors and remains consistent across all channels will help to build brand trust. Customers place a higher value on trust than they do on getting products or services at a lower price.
To summarise, I didn't recognise the acronym the first time I saw the letters in person, while scanning a social media post. I took a step back to examine the context of the sentence and realised it couldn't possibly be an abbreviation for "In Real Life." Nonetheless, it was. Have things progressed so far in the digital realm that marketing in'real life' is now considered a specialty item? Apparently, yes.