Keeping Your Brand Relevant in The Digital Age

Three Marketing Professionals Working on Brand Management

The evolution of technology is progressing faster than the average consumer can keep up. Computer skills that were learned just five years ago have become obsolete. By the time you buy the newest iPhone, the next version is already being marketed to you. The ability to do just about anything with the tap of a touch screen has changed the way the world does business and it is why many companies have dropped like flies over the past ten to fifteen years. In fact, over 40 percent of the nation’s top companies had lost their status by 2010. Most of these, big and small, did not go out of business because people no longer wanted or needed their products. They went out of business because they failed to adapt to the world around them.

Take RadioShack or Blockbuster as examples. Both were brick-and-mortar stores selling products that are still widely used today—perhaps even more so than ten years ago. However, they failed to adjust to the ways of the “new” consumer, a consumer that uses apps for food delivery and transportation services. They did not recognize the ultimate change in purchasing patterns and, as a result, fell by the wayside, losing out to companies like Amazon.

So what can you do to keep your business afloat with the other 60 percent? Here are four helpful tips to get you started.

Understand Your Brand

Keep abreast. Pay attention to what people are saying about your brand. What defines your brand? Does your website communicate that to your consumers? If your brand was a person, who would it be? Define your typical consumer. Is his/her voice apparent and consistent throughout the content of your website?

It is important to remember that who you are in the digital world is just as important as who you are in the physical world. Your ideal consumer should find himself or herself relating to your online brand. The content should be engaging and relatable.

Engage With Your Audience

Social media platforms allow you to engage with your consumers and express the persona of your brand. A successful brand has a strong social presence. How are you influencing your customers on a daily basis aside from the point of purchase? Platforms like Facebook serve as an outlet for businesses to let the personality of their brand shine.

Email marketing may clutter your inbox, but there’s a reason why nearly every business does it. Simply put, it works. Most people check their email at least once a day and, now, smartphones have created a dependency on things like email and Facebook. While email is not as passive as Facebook, it does have a guaranteed reach.

Don’t Be Afraid To Try Something New

Like taking a bite of bacon ice cream for the first time, you may be resistant to the idea, but once you give in, you realize just how good something so absurd sounding can be. Ask yourself what other brands in your space are doing to better themselves and how you can set your brand apart. It is important to survey your industry and look at what your competitors are and are not doing. Dare to be different.

Take Uber vs. Lyft. They are each constantly pushing the envelope of their market strategies and have thus redefined the transportation industry. Sharing a cab with a stranger is probably something you would avoid at all costs, but ride-sharing with Uber is just a more affordable way to get from point A to point B.

Create Your Brand Strategy

Now that you’ve taken some time to study your brand, is there room for improvement? Does your online presence say everything you want it to? All of the resources you need to take your brand from good to great are at your fingertips so be open to change and remember “only the strong will survive”.


Liz Headshot
About the Author

Liz Peters is an Account Executive at OMNI Online Solutions. By employing her marketing and communication skills, she collaborates with businesses and a team of online specialists in creating effective brand strategies.

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