Digital branding is not traditional branding with social media bolted on.
The term ‘digital branding’ gets bandied about a lot and, in fairness, it does resonate with clients. Consequently, it tends to be used even without a clear idea as to what digital branding really is or what it means. How is digital branding any different from conventional branding? Is it a useful term at all? Of course, in all this, it doesn’t help that designers have very different ideas about what branding is.
What digital branding is not
It’s not traditional branding with social media icons bolted on. It’s not electronic letterheads & logos. It’s not to be confused with digital channels. All of these descriptions are as unhelpful, misleading and inadequate, as they are commonplace. All betray a lack of understanding of the extent to which the online world has taken control away from graphic designers in how and where branding is applied, and in what context. They forget that branding is about much more than visual corporate identity and that, online, people don’t behave like you want them so.
So what is a useful definition of digital branding?
The definition which we find most robust and useful at Blue Moon Creative is this:
Digital branding articulates a brand in a way that enables its tone of voice to be seen and heard through all digital media, including pure text; in doing so, digital branding copes with, and makes a virtue of, the lack of control over the size, format, quality and context in which the brand will be seen.
Good digital branding thus communicates confidently on small, low quality screens, as well as the latest big smartphone or laptop. It can cope with being turned on its side, blown up or dimmed. It can even get its message across in word-only media such as texts, tweets and AdWords. Above all, digital branding is robust.
To find out more about digital branding and how we can help your brand to prosper across all media, please call our MD Michael Taite on 0777 586 1718.