It\u2019s about turning your digital brand into the \u201cgo-to destination for information, content and advice built through trusted, authoritative information that existing customers and prospects would be delighted by\u201d<\/em><\/p>\n To transform your brand proposition into a digital knowledge centre, take a step back from the digital tactics being deployed and start with your purpose and reason for your brand existing.<\/p>\n The above diagram details the need for brands to stop rushing into the tactical elements of their digital activities, and consider if your brand, it\u2019s purpose, and why it exists is really understood?<\/p>\n There is an obsession by digital marketers to embrace and drive straight into new channels and new tactics - jumping head first into a tactical plan and this can be a huge distraction when there is not a clearly defined strategy in place by first asking the question how you brand is aligned and if indeed your brand is being used as a valuable asset when building your tactical plans? For example, will this channel support our brand, does it connect to our purpose and can we create a point of difference from our competitors to offer value to new audiences?<\/p>\n Take a step back and ask, why do you exist and what do you offer? <\/strong>If the brand's purpose is not clearly understood and integrated within the journey through digital transformation, brands may be finding themselves lost.<\/p>\n Brands should consider answering these six steps as highlighted in the above diagram and stress test how their reason for existing, brand values are incorporated within future tactical elements of the strategy.<\/p>\n You should look to audit the digital platforms used by your brand that interacts with users. A deep audit should be considered for each platform (e.g. mobile, desktop, app) such as \u201cchannel\u201d health and the tactics used to enhance the brand through the digital marketing mix: search, social media, syndication, email marketing, influencer marketing for example. Uncover your current position as well as opportunities to consider to further enhance your channels.<\/p>\n As well as auditing your brands own platforms, assess your competitor\u2019s channels \u2013 the platforms being used, how they interact with their own customers and prospects and what your competitor\u2019s motivations are through the use of a SWOT analysis and benchmarking report.<\/p>\n Emerging channels such as virtual assistance and voice search should also be taken into account when conducting the audit and how your brand is equipped for future disruption.<\/p>\n Understand and build awareness of your audience, your customers and focus on building engagement and collaboration with your audience through persona creation. Persona creation also helps to get buy-in across your organisation in helping to paint a picture and bring to life your customer profiles. By understanding your audience, it helps brands to align their proposition to what their customers really want, through what platform and what digital channel<\/p>\n A good example of a global brand that has done just that is the National Geographic, and their innovative use of Social media, through Instagram<\/a> is a great example of a traditional brand, playing to their strengths as a trusted brand appealing to a global, environmental audience collaborating and working with their loyal followers by helping wannabe journalists and photographers promote great content through their branded social channels.<\/p>\n![\"\"](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/Digital-Knowledge-Centre.png\")
<\/a><\/strong><\/p>\nMind The Gap<\/h4>\n
Audit Your Platforms<\/h3>\n
Know your audience<\/h3>\n
Example: National Geographic<\/u><\/h4>\n
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