Brand Management has been a challenge for many organizations. To add to the complexity, the entire brand management process is these days (mostly) fully Digital.
How does one manage Digital Branding? Why this talk about ‘Digital’?
The world was already converting to a heavy Digital communication culture. With COVID in the game, this has accelerated even more. There is a lot of ‘noise’ out there and getting your organization’s value communicated to your audience is not easy. Selling washing powder in the 80’s was simple: get a commercial just before or after certain TV Programs and hope for the best. Those days are way gone…
Today, to communicate your brand, you needs to be online obviously. Did you know that people are on average online for 24 hours a week, twice as long as 10 years ago? One in five of all adults spend as much as 40 hours a week on the web. Those aged 16 to 24, average 34.3 hours a week on the internet. Roughly 34% of the time they are not sleeping is spent online…
The Digital ‘consumption’ levels are different per region as well. Filipinos spend 9 hours and 45 minutes daily, which is the highest, while the Japanese spend 4 hours and 22 minutes (interesting!), which is the lowest. The global average time is 6 hours and 43 minutes, while Singapore’s average time is 6 hours and 48 minutes.
It is clear that most time and decision making is now done digital. In order to enter this Digital World, you need to be very prepared and well equipped with a vision. Rodller believes that Digital Trust is a key element to be accepted as a supplier, just like classical transactions, trust is key. But we need to accept that the definitions of classical trust and digital trust are quite different. The parameters of Digital trust is hidden in a complex eco system of actions and content that should be taken.
We see many founders that have no problem at all to create ‘Classical Trust’. They believe in their Services or Products and can present it, showcase it or even preach it in front of large groups of people. Founders often know how to connect to people and build a relationship of trust. Of course, trust is the foundation of any transaction.
But the world becomes more ‘distant’ and more Digital. Stepping in the room, convince, build relationship and close the deal, is much less commodity practice as it used to be. Prior to starting a conversation, your target audience will verify your trust worthiness online. In the entire cycle of a transaction we call this the Digital Trust element.
In the end, Digital Trust is the perception people get of your Brand and soul, online. If you have not calibrated your Brand for a quick and obvious positive first impression, you are in real trouble. It is a strange problem, because without truly knowing it, poor Digital Trust will impact your Lead Sourcing efforts, will undermine your inbound efforts and can even cause pain during the sales cycle of complex deals. Let’s face it, if you speak to a sponsor, the decision maker will check out your Brand and will quickly create it’s own perception.
So there it is. Digital Trust may feel as an intangible, but in fact, is a cornerstone of today’s overall Brand Strategy.