Digital branding is all about positioning a brand in the digital space. More precisely, it is a process which ensures that the customer experience of a company or service in the digital arena is aligned with a specific set of brand values. At the heart of digital branding are so-called digital “touchpoints”, which enable interaction – very immediate and individual relationships between brands and clients.
Today, successful brands are not just authentic and enduring, but also flexible. It is only possible to square this circle with a brand strategy that is comprehensive and sustainable, and offers flexible solutions. Especially in the digital world, it is crucial to react fast to new situations, challenges and opportunities.
Two key questions thus need to be asked when developing a new digital presence – or refining an identity following a rebranding: