GOOD digital branding requires equal parts science, mysticism, and magic. Sound simple? In fact, it is. Good (even great) branding is not as difficult to achieve as it would seem if—and it's a big if—a few simple guidelines are followed.
Good branding, then, is a reassuring sensation of trust: Trust that the product will work as promised; trust that it will continue to do so time and again; trust that other products by the same maker will behave similarly. People return to brands they trust and are often willing to pay a premium to guarantee a positive experience.No brand can make up for a flawed product. Then again, no great product can succeed without good branding.
Typically, consumers distrust pharma's brand Web sites, assuming that such sites are merely sales vehicles. People will, however, visit a company's site when:
With a compelling brand, audiences will stay and engage with the Web site. A good Web site should offer an online subculture—that is, an environment—where the audience can join, participate, and share.
The single defining feature of online versus other branding channels is this functionality: Digital branding enables your audiences to self-direct and customize their relationship with your brand.
Audiences can feel they are immersed in a larger community—similar people, facing similar consequences, experiencing similar emotions. The digital environment can be a space that offers:
This fundamental shift of power, from the information giver to the information consumer, goes a long way toward establishing the enduring trust.
If it's so simple, why is good branding often a point of contention? Much of the problem lies in misconceptions about branding: