A look at Digital Branding

By Donovan Tinsley
principal, Tinsley Creative

To stay relevant in today’s world your brand has to stay engaged and let’s face it, social media has made it pretty easy to do so. But, how do you do it and do it correctly?

To tackle the goal of engagement, many brand managers end up pursing digital strategies that dictate the conversation, creating tones that limit customer interaction. Instead, digital engagement strategies these days should be doing the opposite. Provide the opportunity for customers to be a part of the conversation or topic. Remember, social media is permission based. Your customers have granted you permission to interact by liking, following or simply logging on so respect that.

As a brand manager we really have to remember that true engagement goes beyond simply responding to and talking at our customers.

Today, brands need to be hyper-focused on delivering experiences that have value.

The take away, is that telling people what you do and do not do is no longer the most effective use of your customer’s attention. Brands need to perform and prove their worth through interactions and delivering extraordinary customer experiences.

The issue is that this concept requires diligence and a good deal of resources to get it right. If you want to improve your digital strategy and deliver a consistent message to your base then try following these basic steps to improve your digital strategy right away.

1. Mobile is king.

This is not rocket science or new by any means, however many brands are still focused on creating websites that fail to deliver a good mobile friendly platform. Remember mobile browsing far out paces desktop browsing. Your brand will be hurt significantly if you are not delivering a solid mobile-friendly experience.

It is important to note that Google ranks mobile-friendly websites higher in searches. As a matter of fact you can check out the readiness of your site at Google’s mobile-friendly test.

2. Respect time.

Quality content is crucial. Your customers are overloaded with information and content daily. If you want to attract and keep them engaged, keep your message simple and make sure that it adds value. Make certain you are constantly monitoring, so you can be prepared to engage them when the opportunity presents itself.

3. Leverage your base.

Great content through social media is critical, but it’s only one part of the equation. For example, if you have a relatively unknown brand, your voice is likely getting lost in the noise. Done correctly you can build your own following with solid content, but this strategy is going to take time.

A much faster approach is to leverage your customers and their circle of influence. Here are a couple of ways you can do this:

  • Mention names and when possible mention websites in your content pieces. Customers with Google Alerts or other notifications setup will see your content after it’s published.
  • Tag any customers you’ve referenced when sharing content to your social media profiles.

The key here is to get your customers to share your content. Building your brand through social media takes patience, but if you’re consistent about producing quality content, your efforts will be noticed.

So make it a priority to stay mobile friendly, consistently share great content and leverage the power of your existing social media influencers, and your brand building efforts will pay off in the long-run.

Donovan Tinsley

Donovan Tinsley

principal at Tinsley Creative
Donovan has spent literally his entire professional career in the business with over 20 years of Advertising Management & Marketing experience; the past 15 as an agency principal. He is responsible for the day to day business operations within the agency, including account management and new business development. Dedicated & passionate are words used by clients to describe Donovan’s efforts to bring success to their advertising & marketing goals. “Our greatest reward as an agency is to assist our clients in reaching their full brand potential.”

Donovan has four children, is an avid golfer & LOVES to Barbecue.
Donovan Tinsley

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