\"Digital channels\u00a0and assets are used to communicate a brand\u2019s positioning (or purpose) as part of <\/em>multichannel brand communication or engagement programmes\".<\/em><\/p>\n So let\u2019s rename \u2018digital branding\u2019 \u2018digital communication\u2019 and consider its role in the context of the business strategy and brand planning.\u00a0<\/strong><\/p>\n Download Expert Member resource \u2013 Digital Branding Guide<\/strong><\/p>\n This new guide by Debbie Inglis offers a detailed, 7 steps strategy to enhancing digital brands, aimed at FMCG brands or those who need to understand core branding concepts. <\/p>\n Access the Digital Branding Guide<\/a><\/p>\n <\/div>\n <\/div>\n The \u2018Marketing Way\u2019 (Figure 1) is a planning framework that is followed in many FMCG businesses. It links the business strategy with the annual brand plan. In best practice examples a brand\u2019s communication strategy will be part of the annual brand plan and thread back through to the business strategy.<\/p>\n These steps in a marketing planning way will typically be visited iteratively. Now let\u2019s look at each of these steps in more detail.<\/p>\n The first question is essentially about which markets (and segments) a business wishes to compete in.\u00a0When looking at the options, we should think about factors such as:<\/p>\n The decisions taken here by a business are the most important because of their long-term implications for direction setting, resource allocation and, in fact, all elements in McKinsey\u2019s 7S Framework<\/a>\u00a0(Figure 2).<\/p>\n Figure 2: McKinsey\u2019s 7S Framework<\/em><\/p>\n The second question is all about competitive advantage. \u00a0For example, does the business have:<\/p>\n Positioning (Figure 3) is what you do in the mind of your target consumer not what you do to a product or service. Emotion has been shown to be the first driver of decision-making on a consumer\u2019s path to purchase. Emotional positioning examples include Coca-Cola, which exists to inspire moments of happiness and Cadbury, which exists to inspire moments of joy.<\/p>\n Figure 3: Positioning: an organized system for finding a window in the mind. Ries & Trout. www.amazon.com: Positioning: the Battle your Mind<\/a><\/em><\/p>\n The third question is all about what the initiatives and activities the business will execute to win in market. These are typically detailed in the Annual Brand Plan. For example, does the business:<\/p>\n It is at the \u2018situation analysis\u2019 stage in the planning process that the communications strategy, including digital, is reviewed\/developed.<\/p>\n So rather than being viewed as a discrete function, digital communications (or marketing) should be integrated into the business, brand and communications planning process. Diageo\u2019s CEO Ivan Menezes, when recently discussing his company\u2019s results, said:<\/p>\n \u201cIt is not about doing \u2018digital marketing\u2019, it is about marketing effectively in a digital world.\u201d<\/em><\/p>\n<\/blockquote>\n Digital capability is becoming more necessary for businesses that are seeking to build or enhance their brands through brand building programmes. Digital is a powerful tool for brands and with many brand-building benefits shown in Figure 4:<\/p>\n \u00a0 Figure 4: The Benefits of Digital in Building Brands. <\/em>Source:\u00a0Aaker on Branding \u2013 The 20 Principles that Drive Success<\/p>\n The benefits of these digital attributes are supported by global consumer brand perception research conducted by Nielsen in 2012<\/a> which showed that:<\/p>\n The reach of TV means this will remain the main way brand marketers communicate with their audience. Digital channels offer ways to connect with target consumers and leverage their goodwill. Positive brand experiences will help build the brand\u2019s equity.<\/p>\n By leveraging these benefits, there are 4 roles digital may play in brand-building as shown in Figure 5.<\/p>\n Figure 5: The Brand Building Role of Digital Communications. <\/em>Source:\u00a0Aaker on Branding \u2013 The 20 Principles that Drive Success<\/p>\n Here are some great examples of where brands have put these brand-building principles into practice.<\/span><\/p>\n Digital programmes can amplify the offer by communicating the additional benefits available. The consumer goods brand Nike offers Nike+ Connect with a chip embedded in shoes that provide\u00a0a record of activity and performance.<\/p>\n \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong>Nike+ Connect - creating additional digital brand benefits<\/em><\/p>\n FMCG brand owners may also learn from high street brands such as Subway, which supports its brand offer with a reward\/loyalty scheme.\u00a0 Subcard by Subway - supporting the brand offer<\/em><\/p>\n An example of a great brand-building platform is the Cow & Gate Baby Club<\/a>.<\/p>\n The Cow and Gate Baby Club\u00a0 - a brand-building platform<\/em><\/p>\n Cow & Gate, which is owned by Danone, has a well-developed Baby Club brand-building platform with CRM and eCRM programmes. At all touchpoints, the brand positioning is communicated with an integrated approach.\u00a0<\/strong><\/p>\n A good example here is the Red Bull Stratos programme<\/a> including the space jump, an adrenaline-fuelled event for adventure seekers plus live streaming and this interactive digital console.<\/p>\n The Red Bull Blue Stratos Experience - a global media event<\/em><\/p>\n The refrain in many businesses is about putting the customer or consumer at the centre of everything you do. New buying behaviours, channels and technologies provide more ways of delivering engaging, consumer-centered brand experiences. Use the right segmentation to communicate with your target consumer to build brand value and loyalty, putting the customer at the centre of everything you do.<\/p>\n In summary, success in digital will comprise participating in a wide range of online activities integrated with offline\u00a0brand events<\/a>. An integrated approach is key rather than seeing digital as tactical, experimental, a way of providing great content and an easy way of measuring effectiveness. The overall aim should be to deliver an authentic and consistent total brand experience that is aligned with the brand\u2019s strategy, positioning and purpose.<\/p>\n The term digital branding is often used, but what actually is \u2018digital branding\u2019? As a strategist and brand planner, I find the use of the term ‘digital branding’ curious.\u00a0Do we use the term \u2018TV branding\u2019 or \u2018radio branding\u2019? Digital marketing …..<\/p>\n","protected":false},"author":96,"featured_media":58039,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[338],"tags":[1261],"acf":[],"yoast_head":"\n
\n <\/a>\n <\/div>\n How are Business Strategy and Brand Planning linked?<\/h3>\n
![\"The](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/The-Marketing-Way-Brand-development-model-700x342.png\")
<\/a>
\n<\/a>Figure 1: The Marketing Way \u2013 A Planning Framework<\/em><\/p>\nWhere to Play<\/h4>\n
\n
![\"\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/7Sframework.png\")
<\/p>\nHow to Win<\/h4>\n
\n
![\"Brand](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/Brand-positioning-brain.png\")
<\/p>\nHow to Win in-market<\/h4>\n
\n
\n
So What\u2019s the Role of Digital Communications in Building Brands?<\/h3>\n
![\"Benefits](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/Benefits-of-digital-branding.png\")
<\/strong><\/p>\n\n
![\"Digital](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/Digital-roles.png\")
<\/p>\nAmplify the Brand Offer: Nike<\/h4>\n
![\"2015-09-10_10-24-42\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/2015-09-10_10-24-42-700x458.png\")
<\/p>\n\u00a0Support the Brand Offer: Subway<\/h4>\n
![\"2015-09-10_10-23-41\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/2015-09-10_10-23-41-700x593.png\")
<\/p>\nCreate a Brand-building Platform: Cow & Gate<\/h4>\n
![\"2015-09-10_10-21-45\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/2015-09-10_10-21-452-700x559.png\")
<\/p>\nAmplify a Brand-building Platform: Red Bull<\/h4>\n
![\"\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/10\/red-bull-stratos-website-copy-550x453.jpg\")
<\/p>\n\u00a0The Importance of a Consumer-centric Approach<\/h3>\n
![\"\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/09\/debbie-inglis.jpg\")
Thanks to Debbie Inglis<\/a> for sharing her advice and opinions in this post. Debbie Inglis is a strategist and brand planner with many years\u2019 experience building consumer brands based on strong consumer insights. Great brands Debbie has had the pleasure to grow include Yeo Valley, Clarks, McCoy\u2019s crisps (UB), Appletiser (SABMiller) and Cadbury\u2019s Chocolate Fingers. She is author of the Smart Insights members guide to Digital Branding. You can follow her on Twitter<\/a> or connect on LinkedIn<\/a>.<\/div>\n