Choose a branding agency with experience in digital
Posted: Sat Dec 21, 2024 4:31 am
Brands need to move with the trends of the digital revolution. If they don’t or move slower than others, people will see them as outdated and irrelevant. There are several factors that make it increasingly necessary for brands to continuously evolve. In addition to technological breakthroughs such as the rise of 5G, AI and voice-activated devices, social media has led to the dawn of a new era: the age of the customer.
The book Future-Proof Your Brand offers insights into the impact of various developments on brands. I summarized them for you below. In addition, you can read about the steps you need to take as a brand owner to remain relevant in the digital age.
1. Ensure brand design contributes to UX and UI
The number of services and products in the world is growing, and the speed that the consumer expects is increasing. That is why it is becoming increasingly important to align design with the preferences of the user. So focus on online and visual content within brand design . Having the right appearance as a brand is no longer enough.
Brand design should contribute to an improved user experience ( UX ) and user interface ( UI ) . This includes not only logos and colors, but also infographics, icons and the correct use of fonts and photography. Coolblue and Bol.com tackle this well. Their focus is on online conversion, but both their on- and offline branding is on point in all brand carriers .
There is an increasing number of digital-focused advertising agencies. Although these agencies often do not have a background in brand strategy and design, they convince clients to work with them. This is often because they have more experience in the digital world than traditional brand and design agencies.
Branding agencies must therefore once again demonstrate their added value. Especially when it comes to digital . This is a shift that should have happened much earlier. When selecting an agency, pay close attention to their experience in the digital field, so that you can continue together now and in the future.
Branding agencies must once again demonstrate indonesia telegram data their added value.
3. Focus on coherence, not consistency
Consistency was the buzzword in brand development and application for decades. It was the concept in the field and in people's thinking, and often associated with static systems and rules.
The digital age and the use of multi-sensory channels require a different, more flexible approach. There is a shift towards a more modular design . This design allows for coherence over consistency. Brand carriers no longer need to have exactly the same visual layout, as long as each carrier feels the same and conveys the same core message.
From consistency to coherence
The building blocks and elements of a modular design help to maintain the intention that the brand represents. Online building blocks are more interactive and dynamic. This is because they are connected to behavior. For example, what happens when a user clicks or hovers over an element? What should the navigation look like and how do you steer more towards conversion.
The book Future-Proof Your Brand offers insights into the impact of various developments on brands. I summarized them for you below. In addition, you can read about the steps you need to take as a brand owner to remain relevant in the digital age.
1. Ensure brand design contributes to UX and UI
The number of services and products in the world is growing, and the speed that the consumer expects is increasing. That is why it is becoming increasingly important to align design with the preferences of the user. So focus on online and visual content within brand design . Having the right appearance as a brand is no longer enough.
Brand design should contribute to an improved user experience ( UX ) and user interface ( UI ) . This includes not only logos and colors, but also infographics, icons and the correct use of fonts and photography. Coolblue and Bol.com tackle this well. Their focus is on online conversion, but both their on- and offline branding is on point in all brand carriers .
There is an increasing number of digital-focused advertising agencies. Although these agencies often do not have a background in brand strategy and design, they convince clients to work with them. This is often because they have more experience in the digital world than traditional brand and design agencies.
Branding agencies must therefore once again demonstrate their added value. Especially when it comes to digital . This is a shift that should have happened much earlier. When selecting an agency, pay close attention to their experience in the digital field, so that you can continue together now and in the future.
Branding agencies must once again demonstrate indonesia telegram data their added value.
3. Focus on coherence, not consistency
Consistency was the buzzword in brand development and application for decades. It was the concept in the field and in people's thinking, and often associated with static systems and rules.
The digital age and the use of multi-sensory channels require a different, more flexible approach. There is a shift towards a more modular design . This design allows for coherence over consistency. Brand carriers no longer need to have exactly the same visual layout, as long as each carrier feels the same and conveys the same core message.
From consistency to coherence
The building blocks and elements of a modular design help to maintain the intention that the brand represents. Online building blocks are more interactive and dynamic. This is because they are connected to behavior. For example, what happens when a user clicks or hovers over an element? What should the navigation look like and how do you steer more towards conversion.