From traditional branding to digital branding
Posted: Wed Jan 22, 2025 8:22 am
digital branding08
Oct
To begin with, and although it may sound like a cliché, those of us who subscribe to this post have to recognize that staying up to date on marketing is quite a challenge. The digital medium did not exist as such when we trained in this field. Marketing allowed us (and continues to do so) to identify the needs and types of clients, and through its tools we can draw up strategies that allow products and services - brands, in short - to reach the market in an optimal way. Its purpose is to generate that fantastic crossroads between supply and demand, and voila, sales are generated. That is how it has always been.
Steve Jobs said something like the point is to start with the student database experience and then go back to technology, and not the other way around, which would be to start by producing technology and then try to sell it somehow… Good for Jobs, that is pure marketing. He did not invent it, the phrase would be adapted from the fundamental principles. Humbly, it is something we recommend to any entrepreneur (and even businessmen, clients). Colloquially, it would be something like “do things in order: ask first and “manufacture” later; stop focusing on your production and launching products to then place them on the market, trusting that advertising will achieve miracles; if there is no demand, your offer is useless. The focus is not on your product, it is on the consumer.” From the first year of college
And then came the Internet, with all its cavalry. Although we were able to adapt and take advantage of this new medium, amazed by the potential of this new medium at our disposal, the truth is that we have not left the offline behind and we could say that the design of any action or campaign that does not consider both media is destined to… obtain a lower performance. The widely-held secret is that we must continue to combine both media , in the right measure. Who is the buyer persona? The totally digital generations, so to speak, still do not have purchasing power on their own. They will come, but there is still an analog-digital mass, and that is your current consumer.
Let's get back to branding .
What is it? This term comes from the word brand , which means brand, and the simple translation would be “to make a brand”. Sometimes -we have experienced it- it is not given the value it has, and it is confused with battle marketing or with a logo. Let's be clear: a brand is not a logo , and vice versa, not even accompanied by a powerful slogan. A brand is constantly being built, it is alive and must contemplate all its forms and channels. The brand must have a defined identity, well transmitted, recognizable and differentiable. Branding is when we go from the mere creativity of the logo to the management of the brand , with all its value, positioning and objective in the market. That is branding: building with firm foundations so that they can withstand possible attacks, that they can evolve and, above all, that they connect with people.
The connection between brands and consumers moves mountains… The power of brands is the result of Ralex watches, Nextpreso coffee machines or Leris jeans, for example. It is easy to copy. Long live competition! It makes brands work hard to remain, improve, satisfy and excite.
Oct
To begin with, and although it may sound like a cliché, those of us who subscribe to this post have to recognize that staying up to date on marketing is quite a challenge. The digital medium did not exist as such when we trained in this field. Marketing allowed us (and continues to do so) to identify the needs and types of clients, and through its tools we can draw up strategies that allow products and services - brands, in short - to reach the market in an optimal way. Its purpose is to generate that fantastic crossroads between supply and demand, and voila, sales are generated. That is how it has always been.
Steve Jobs said something like the point is to start with the student database experience and then go back to technology, and not the other way around, which would be to start by producing technology and then try to sell it somehow… Good for Jobs, that is pure marketing. He did not invent it, the phrase would be adapted from the fundamental principles. Humbly, it is something we recommend to any entrepreneur (and even businessmen, clients). Colloquially, it would be something like “do things in order: ask first and “manufacture” later; stop focusing on your production and launching products to then place them on the market, trusting that advertising will achieve miracles; if there is no demand, your offer is useless. The focus is not on your product, it is on the consumer.” From the first year of college
And then came the Internet, with all its cavalry. Although we were able to adapt and take advantage of this new medium, amazed by the potential of this new medium at our disposal, the truth is that we have not left the offline behind and we could say that the design of any action or campaign that does not consider both media is destined to… obtain a lower performance. The widely-held secret is that we must continue to combine both media , in the right measure. Who is the buyer persona? The totally digital generations, so to speak, still do not have purchasing power on their own. They will come, but there is still an analog-digital mass, and that is your current consumer.
Let's get back to branding .
What is it? This term comes from the word brand , which means brand, and the simple translation would be “to make a brand”. Sometimes -we have experienced it- it is not given the value it has, and it is confused with battle marketing or with a logo. Let's be clear: a brand is not a logo , and vice versa, not even accompanied by a powerful slogan. A brand is constantly being built, it is alive and must contemplate all its forms and channels. The brand must have a defined identity, well transmitted, recognizable and differentiable. Branding is when we go from the mere creativity of the logo to the management of the brand , with all its value, positioning and objective in the market. That is branding: building with firm foundations so that they can withstand possible attacks, that they can evolve and, above all, that they connect with people.
The connection between brands and consumers moves mountains… The power of brands is the result of Ralex watches, Nextpreso coffee machines or Leris jeans, for example. It is easy to copy. Long live competition! It makes brands work hard to remain, improve, satisfy and excite.