Seven Tips for Branding in the Digital Age

Alongside the opportunities of the digital age, new technologies—especially mobile phones—have disrupted a vital human ability: the capacity to concentrate. According to a simple calculation presented in an article in The Guardian, of an 8-hour workday, 5 hours are wasted on distractions.

This leaves us in a state of continuous partial attention (CPA), where we’re constantly scanning the world but never fully focusing on anything. As attention spans and concentration abilities decline, the number of competitors vying for that attention has only grown.

Brands today must stand out from competitors, embed themselves in the minds of potential consumers, and resonate emotionally. Storytelling is the best tool to achieve all of this and more.

But the digital age demands we do this differently than in the past. So here are seven tips for branding in the digital age:

1. Start with People
   Focus on the ecosystem in which your brand lives, not solely on yourself. Shift the focus to where your brand intersects with its audience.
   
   

2. Define Personas
   Create personas that represent your target audience and aim to understand them deeply: what are their goals and pain points?
   
   

3. Map the Customer Journey
   Outline the journey your personas take. Identify their micro-moments and how you can support them at each stage.
   
   

4. Craft a Brand Story with a Big Idea
   Build a story backed by a strong idea that captures attention and connects with your audience. Ultimately, you want to create a tribe of true fans around your brand.
   
   

5. Create Owned Media Channels
   Establish your own media channels to share your brand story.
   
   

6. Produce Diverse Content
   Develop varied content to tell your story in different ways, suited to each touchpoint with your audience and each stage of the customer journey.
   
   

7. Empower Your True Fans
   Give your real fans a reason and the tools to spread your story to new customers.
   
   

Why has storytelling become such a leading marketing tool in the digital age, and how do you build effective branding today?

Read Alon Weinpress’s full article in Walla! Marketing & Digital >>