Making sense of brands, digital and design.

Insights

How digital is your brand?

 

Digital has fundamentally shifted how brands interact with audiences. Your marketing website is now the front door to your organization. Your offering might even only exist online. Yet most brand efforts are still tackled in traditional terms.

digitalbrand_feature.jpg

Digital is the new normal when it comes to reaching and engaging audiences. Let’s take a look at three key digital brand principles and how they might apply to your brand.

  • Digital is dimensional. The channels and manner in which you present information reinforce your personality.

  • Digital should be intuitive. How you anticipate and respond to audience needs says a lot about your character.

  • Digital can be human. The dialogue you share virtually with your audience is often your only dialogue.

Digital is dimensional.

Your audience is accessing information in any number of ways. The channels and manner in which you present information reinforce your personality. Time, motion and space can push that personality even further.

  • Airbnb reminds you that booking is a breeze with their smooth flow through what can be a complex process.

  • The speed and simplicity of Google’s search experience reinforce the brand’s commitment to making information universally accessible.

  • Mailchimp breathes life into their new visual identity through organic illustrations that effortlessly animate.

Digital should be intuitive.

New experiences can be disorienting and your audience might need a helping hand. How you anticipate and respond to audience needs says a lot about your character. Your help text, wayfinding and error messaging are all opportunities to strengthen your brand perception.

  • Medium’s reading time indicator sets an immediate audience expectation while reinforcing that the platform is a destination for longform content.

  • In addition to serving up popular links, NOAA.gov’s Error 404 page includes an endlessly circling radar animation to reaffirm that the administration is constantly at work.

  • Warby Parker’s Help section places emphasis on getting in touch with the retailer over traditional FAQs to highlight their commitment to customer service.

Digital can be human.

Your audience is human and the dialogue you share virtually is often your only dialogue. The tone of your content, the sound of your responses and the voice of your product are all opportunities to build connections.

  • The conversational tone in theSkimm’s daily email newsletter consistently comes across as your smart friend with a knack for making sense of the news.

  • Slack’s quirky audio click is a modern take on AOL’s old “You’ve got mail” that positions Slack as your friendly collaboration space.

  • Alexa’s glowing response and calming voice reassure you that she’s ready to help.

digitalbrand_question.jpg

Whether your brand is rooted in tradition or online only, these digital brand principles provide an easy framework to consider what is right for you and your audience.

Need help figuring it all out?

Let’s chat.

 
James Early