The 3 ingredients of successful digital brands
Branding and building name recognition for an organisation has become a major obstacle for companies as they look to navigate the new digital landscape. Successful brands are increasingly those that can develop across new media channels and attract the interest of individuals across a number of engagement points. To understand what successful brands are doing…
Branding and building name recognition for an organisation has become a major obstacle for companies as they look to navigate the new digital landscape. Successful brands are increasingly those that can develop across new media channels and attract the interest of individuals across a number of engagement points.
To understand what successful brands are doing to address this change, the consulting firm McKinsey & Company published details of the features that are setting successful companies apart from the competition.
The research analysed 1,000 brands and the consumer journeys that led to a purchase from them. The research found that consumers are becoming more critical of the brands they engage with, and successful companies are now looking for new ways to disrupt their own branding and appeal to sceptical customers.
According to the study, the three strategies which define a successful online brand are:
- Utilising emerging digital channels. Companies that are realising the greatest success are those that are actively embracing digital communication channels and building word-of-mouth recommendations. By understanding how new models are emerging and then adjusting their offerings respectively, brands are achieving stronger traction.
- Embracing new trends early. Among the greatest benefits of digital is that brand interactions can cascade over time, meaning that starting early in new digital media spaces can realise significant ongoing benefits.
- Managing different communication channels. While digital communication channels can be effective, companies still need to be sure they are choosing the right approach. Not every option will be right for a company, so finding the right avenue for a certain sector is essential.
For communications experts, the challenge is to find the right digital brand that matches the needs of an organisation and sets it ahead of the competition. With effective digital strategies only going to become more important with time, investing the resources to build this online exposure is essential.
Discover insights.
Creating messages that cut through social media, news cycles and even the humble inbox has never been easy, but, with more noise across more channels, it’s become more important than ever to create messages that stand out and land with impact. Visual communications tools are gaining traction as a way of shaping messages that hit…
Looking for greater choice in the contract options available to you? Having history and rapport with a specialist recruiter like Fraser Clapcott will open doors to opportunities you may have missed for yourself, that add value for both contractor and employer. In the current climate of uncertainty, a willingness and propensity for flexibility comes with…
If you’ve been ruminating on changing-up your comms career, now may be the ideal time to talk with your trusted recruiter about making a move. Salt & Shein Director, Lucy Newcomb, sees significant scope for motivated communicators to broaden their career horizons, and make the job of their dreams a reality, in 2023. “A rapidly…
Discover insights.
12.13.2023
Visuals hit the mark in a fast-paced world
Creating messages that cut through social media, news cycles and even the humble inbox has never been easy, but, with more noise across more channels, it’s become more important than ever to create messages that stand out and land with impact. Visual communications tools are gaining traction as a way of shaping messages that hit…
05.10.2023
Rapport yields exceptional results for contractors
Looking for greater choice in the contract options available to you? Having history and rapport with a specialist recruiter like Fraser Clapcott will open doors to opportunities you may have missed for yourself, that add value for both contractor and employer. In the current climate of uncertainty, a willingness and propensity for flexibility comes with…
05.04.2023
Curious about the current state of play for communicators?
If you’ve been ruminating on changing-up your comms career, now may be the ideal time to talk with your trusted recruiter about making a move. Salt & Shein Director, Lucy Newcomb, sees significant scope for motivated communicators to broaden their career horizons, and make the job of their dreams a reality, in 2023. “A rapidly…
10.21.2022
How to Drive Value Using Digital Marketing
Digital marketing drives value – for those who keep pace Faster communication, lower costs, higher conversion – is there anything digital marketing can’t do? Its ability to drive value from every step of the marketing process is unprecedented, but maximising this value is a demanding exercise. We asked two specialists in this area to tell…
06.14.2022
Economic Challenges Threaten to Cloud the Focus on ESG
ESG is just one challenge on Government’s long list The government’s election promises around environmental, social and governance (ESG) issues were instrumental in its victory a few weeks ago, reflecting a mandate to treat climate change, gender equity and other ESG matters as essential. “Australian businesses know that action on climate change is good for…
05.31.2022
Addressing the skills shortage
Unlocking opportunities for families across Australia As a boutique executive search firm, we’ve seen up close the impact of Australia’s labour shortage as the pool of candidates continues to shrink, limiting the growth of careers and businesses – and hampering national productivity. With some 425,000 job vacancies across Australia, no wonder the OECD recommended that…
04.04.2022
Leadership: Why showing employee appreciation and care can go a long way
Everyone has to start from somewhere. Meaning you’ve probably held an entry-level position at one point or another, in which trying to impress the higher-ups in your company was a major part of your job. This article will explore why employee appreciation and recognition are a vital part of holding a leadership role not…
03.18.2022
The future of recruiting includes ESG initiatives
Whether or not a company acknowledges how much their social, environmental and governance (ESG) decisions impact the world around them, candidates are taking notice. Most job seekers will pass over a company that is not taking steps to improve how they show up outside of their business metrics for an organisation that does. This…
01.31.2022
Changes to the work environment in the new norm
People all over the world and especially in Australia have faced incredible challenges in the past two years. Those businesses that survived multiple shutdowns and policy changes are finding new ways to adjust as they enter the post-COVID work environment. As offices begin to reopen, enterprise leaders are not only deciding among the options of…
12.16.2021
Solving the skills shortage: Closed borders and adjusting expectations
With the revolving door of new COVID-19 regulations, variants, opened (then closed again) borders and an exodus of non-Australian workers, the workforce across the nation is facing a severe skills shortage. Despite these challenges, there are solutions. The secret to overcoming this qualifications shortage lies in taking a proactive approach to hiring through policy changes…