Digital Branding
The digital brand experience encompasses all of the following, from a teaser sent to mobile phone, to the interactive ad on digital TV, to the website used to research and order a product, through to the operating system of the product itself – if it has one. The visual elements of the digital brand guidelines are, of course, essential components to create consistency of brand image, brand personality and overall message. However, in the digital arena the brand needs to include much more than just a name or logo. When presenting a brand digitally, one needs to consider issues as diverse as: tone of voice, editorial content, speed of download, sound, motion, interaction, navigational paradigms and technical robustness.
A successful digital branding implementation aims to deliver an architecture for the digital brand to create a consistent, recognisable experience across:
- devices - from mobiles, to desktops and laptops, to PDAs and pocket computers, through to TV and kiosks.
- channels - from internet to email to desktop software, to digital TV, through to 3G & WAP mobile technologies.
- environments - whether in the home, in the office, in a retail outlet or on the move.
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