Five (Make that Six) Rules for Branding in the Digital Age

by Mark Smither
March 23, 2012

A while back I outlined five rules for branding in today’s often confusing, but always fascinating, digital space. The short version of that article reads something like this:

  • Be transparent
  • Be authentic
  • Be relevant
  • Be consistent
  • Be patient

But because the interactive landscape continues to shift beneath our feet, I feel the need to add a sixth fundamental rule.

  • Be brave

Branding in the digital age requires a high degree of courage that very few companies possess. Let me clarify something—it doesn’t take a lot of nerve to pull the trigger on a geotargeted social media campaign that is tied to a promotional QR code and a finely tuned pay per click strategy. This is a tactical execution with a set budget and predicted metrics in place. Sure, it’s extremely smart. But it’s not always gutsy.

Being brave means trying something new and perhaps failing. What would happen if you invested an uncomfortable amount of marketing dollars into your next digital campaign and it only generated five new friends on Facebook? Ask yourself— what will you do differently next time? (And yes, there will be a next time.) Was your message on target? Were you reaching the right audience? Was your creative strategy well focused?

There are many variables that separate success from failure. If you are willing to learn something in the process and apply that hard-earned knowledge to your next digital campaign, then you are more likely to succeed in the future. All it takes is a little courage.

Click to learn more about branding in the digital age.

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