Branding in the Modern World

Transition to Digital Branding

Branding is not a new concept, but as competition intensifies and we enter the digital age, the rules of branding are changing. In the past, branding primarily focused on newspaper ads, billboards, TV commercials, and large screens, and the costs of branding were very high, limiting small businesses’ branding capabilities.

However, the digital world has brought about significant changes in the advertising field, making branding accessible even to small businesses. Yet, the transition to digital branding has brought many other changes. For example, we can now enjoy the advanced capabilities of digital media targeting. New needs have emerged, such as the readability of fonts used in media. Fonts have always been considered, but those suitable for print media may not work well on screens. The advertising world has undergone many changes, requiring expertise in new professional areas (such as Google advertising companies), but basic principles remain unchanged – there is still a need for differentiation, conveying marketing messages, building a marketing identity for the business, logo creation, and more.

In the past, before the digital media era, there might not have been much difference between advertising in one place or another. There may have been differences in the geographic distribution of local ads or the target audience of magazines in which they were published. Still, at most, minor adjustments were needed in marketing language, and advertising professionals could handle all types of media. Today, the situation is slightly different, and we need specialists in various fields, each media has its own set of rules. For instance, if we need content for a blog or a Facebook campaign, each requires a unique approach. Social networks may seem like another difficult puzzle, but in practice, significant differences exist between all social networks. Each has a different user base and unique promotional tools. Although the transition to digital advertising has provided businesses with many new tools and reduced costs, it has made the work of advertising professionals more complex.

Digital media is not just a means of advertising but also a means of creating interaction with the business and even a direct communication channel. When used correctly and understanding the true potential of the network, it is possible to leverage everything for business promotion.

Branding for Internal Purposes

Branding can help your customers appreciate the brand, but it also has organizational internal value. Many businesses understand the importance of branding internally. It’s important for a business to have employees who identify with the organization’s goals and genuinely appreciate their workplace. In the end, employees are the most important aspect of your business; they operate the organization on a daily basis. When your employees believe in the brand, they reflect it outwardly and contribute to your business’s success. It seems that twenty or thirty years ago, no one thought about these things, but it seems that tech companies have consolidated this into a whole doctrine and began investing heavily in it. Thanks to internal business branding, these companies maintain employee motivation and make employees want to work for them. When employees are satisfied, they ultimately do better work.

Human Branding

In the past, we used the term “image” when talking about individuals, such as politicians and public figures. Image is a product of branding, but we used the term “image” because we did not understand how much control we have over our image. Today, many people, not just those in the entertainment industry, understand the importance of personal branding. They realize that their online presence or external appearance influences their personal brand. Personal branding can assist in work and businesses but also in our personal lives. Thanks to social media, it is very easy for us to create personal branding and control how we are perceived by the environment.