the digital era: transforming branding with technology
Will robots and artificial intelligence take over the world and replace branding specialists?
In this article, we’ll explore how technology is shaping branding. Paradoxically, it is robots and technological innovations that help make brands and their communication more human.
Digital technologies have revolutionized branding, offering new opportunities to create strong brands while also presenting challenges in maintaining market positions.
How can personalization enhance customer care?
Big data has refined the personalization process, enabling brands to understand their customers and offer tailored experiences. In today’s noisy information landscape, consumers lack time to sift through irrelevant content or emails. Personalization is a powerful tool that creates unique customer interactions, fosters loyalty and trust, and drives sales.
Setting up personalization
1. Data collection
— Sources. Data is gathered from websites, mobile apps, social media, CRM systems, offline sales, and other channels.
— Types. Includes user behavior (site visits, purchases, content views), demographics, location, preferences, and interests.
— Analysis. Use software to analyze data, identify patterns, and understand customer behavior.
2. Customer profiles
— Aggregation. Create individual customer profiles based on analyzed data, including their preferences and behaviors.
— Segmentation. Group customers by similar traits to provide more relevant products and services for each segment.
3. Personalization
— Relevant recommendations. Suggest products, services, or content based on data analysis.
— Tailored offers. Develop personalized promotions, discounts, and campaigns that align with customer interests.
— Customized content. Provide customers with content that truly interests them, including ads, articles, and videos.
— Individualized experiences. Deliver tailored experiences on websites, mobile apps, and in stores.
Rent the Runway’s personalized approach
Rent the Runway, a clothing rental service with the tagline “Buy less, wear more,” offers monthly subscriptions or one-time rentals.
The brand goes beyond following fashion trends, gathering detailed customer data such as size, height, weight, bust, and waist measurements. It also considers the occasion for which the outfit is needed and the customer’s order history. These details enable the brand to provide highly relevant recommendations.
Personalization isn’t easy, but it’s an effective way to connect with consumers by showing care through meaningful offers. For large-scale businesses, data collection is best handled using professional tools. For more on this, see our article: “Colors, emotions, authorities: the role of psychology in branding.”
How social media builds brands?
Social media is a powerful digital branding tool, creating virtual spaces for direct interaction with consumers. Through diverse content, brands communicate their values and uniqueness, standing out from competitors. Consistent social media activity fosters emotional connections with consumers, building loyalty and driving sales.
Social media interaction
1. Touchpoints with the brand
— Social media platforms. Engage directly with audiences, build communities, foster loyalty, and gather feedback.
— Chatbots and virtual assistants. Automate customer service, provide instant responses, and offer personalized recommendations.
— Online forums and communities. Participate in discussions, solve customer issues, and gather valuable feedback.
— Games and virtual reality (VR). Create immersive brand experiences, drawing users into the product’s world.
2. Targeting optimization
— Social media advertising. Develop targeted ad campaigns to attract specific audiences.
— Adaptive content. Tailor content to user preferences, location, device, and other factors.
3. Building trust
— Reviews and ratings. Let customers share their experiences, building the brand’s reputation.
— Content marketing. Showcase expertise, tell the brand’s story, and strengthen consumer trust.
— Live streams. Conduct open dialogues with audiences, fostering transparency.
An impersonal brand fails to capture attention or build emotional connections, but online branding creates sincere communication, fostering long-term relationships with audiences.
Secrets of the Rhode cosmetics brand
Amid a crowded cosmetics market, Rhode became viral through its digital branding strategy on social media.
The brand’s profile is filled with aesthetically pleasing content that resonates with its target audience of Millennials and Gen Z.
Rhode creatively uses content marketing to promote its products:
— Phone case with lip gloss holder. This innovative approach boosted lip gloss sales and created viral content, increasing brand reach.
— UGC content featuring Rhode products. Videos showcasing the glowing effect of its skincare products intrigue users and encourage them to try it for themselves.
Rhode’s creative approach resonates with its young audience, reflecting shared values through its blog.
Social media and SMM have become vital tools for branding. Through regular and emotional content, companies strive to secure a place in consumers’ minds.
How mobile apps influence audience loyalty?
Modern technologies in branding have integrated mobile apps into daily life, simplifying brand communication.
Service advantages
1. Convenience and accessibility
— 24/7 Availability. Offer customers access to services and information anytime, anywhere.
— Ease of use. Develop intuitive and user-friendly app interfaces.
— Personalization. Collect and use customer data to deliver tailored experiences and recommendations.
2. Improved service
— Support access. Provide online chats, contact details, and FAQs for efficient problem resolution.
— Real-time feedback. Monitor reviews and engage with audiences through the app.
— Order tracking. Enable customers to track their orders in real time.
3. Enhanced engagement
— Exclusive offers and loyalty programs. Offer personalized discounts and rewards for app users.
— Gamification. Motivate users with interactive features to earn points and rewards.
— Social features. Allow users to share experiences and connect with the brand.
Loyalty in action: Gold Apple
Gold Apple’s loyalty program provides users with daily personalized offers. Recently, it introduced Beauty Tamagotchis that grant bonuses and promo codes.
The app also includes diverse sections, like influencer advice in video or article format, and offers video consultations to improve the customer experience.
Brands create entire ecosystems through apps, increasing touchpoints and audience loyalty. Successful branding today requires integrating online tools like apps, social media, and digital advertising.
How to use AI in branding?
AI is a powerful tool in branding, streamlining processes and offering more personalized solutions. When paired with creative professionals, AI enables experimentation and the creation of unique content that helps brands stand out.
AI functions in branding
1. Data and analytics
— Social media analysis. Use AI to analyze posts, comments, and other data to understand audience sentiment, trends, and competitors.
— Predictive analytics. Study historical sales and marketing data to forecast trends, product demand, and effective strategies.
— Audience segmentation. Group audiences with similar traits for more targeted advertising.
2. Content creation
— Text generation. Create product descriptions, articles, and social media posts tailored to specific audiences and brand tone of voice.
— Image generation. Develop visual materials like logos, illustrations, and design concepts based on specified criteria.
3. Marketing optimization
— Targeted advertising. Use AI to analyze customer behavior and deliver ads in relevant contexts.
— Marketing automation. Automate tasks like email campaigns, ad creation, and content publishing.
— Performance prediction. Evaluate campaign effectiveness and predict results using AI.
AI usage in branding
Our branding agency team developed creatives for the advertising campaign of the Aloha browser. Using relatable everyday situations, we highlighted the browser's core values: privacy and security. A unified structure for the key message ensured the campaign's memorability at the slogan level.
To create these visuals, we utilized AI. However, it’s important to note that the designer played a significant role—selecting references for the AI, setting the appropriate prompts, and refining the final output to perfection. Thanks to AI, we didn’t need to hire a studio, photographer, or models for the shoot, removing these limitations from the creative process.
Artificial intelligence enabled us to produce an entire series of creatives that captured the company’s main idea: “No time for data collection.” The dynamic and vivid visuals helped the brand connect with consumers by emphasizing care for their privacy, fostering trust and strong relationships.
The digital era provides effective tools for branding professionals, enabling them to create and develop brands more effectively. Modern technologies positively impact branding by helping companies become an integral part of consumers’ lives through apps, social media, personalized offers, and artificial intelligence. By using these tools in combination, brands can establish deep and positive connections with their audiences.
the world branding and advertising
accounts to explore the world together.
other articles