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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.

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Privacy Policy

1. An overview of data protection

 

General

The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

Who is responsible for the data collection on this website? The data collected on this website are processed by the website operator. The operator’s contact details can be found in the website’s required legal notice.

How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

Analytics and third-party tools

When visiting our website, statistical analyses may be made of your surfing behavior. This happens primarily using cookies and analytics. The analysis of your surfing behavior is usually anonymous, i.e. we will not be able to identify you from this data. You can object to this analysis or prevent it by not using certain tools. Detailed information can be found in the following privacy policy.

You can object to this analysis. We will inform you below about how to exercise your options in this regard.

2. General information and mandatory information

 

Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

ICU CO., LTD.
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

SSL or TLS encryption

This site uses SSL or TLS encryption for security reasons and for the protection of the transmission of confidential content, such as the inquiries you send to us as the site operator. You can recognize an encrypted connection in your browser’s address line when it changes from “http://” to “https://” and the lock icon is displayed in your browser’s address bar.

If SSL or TLS encryption is activated, the data you transfer to us cannot be read by third parties.

Information, blocking, deletion

As permitted by law, you have the right to be provided at any time with information free of charge about any of your personal data that is stored as well as its origin, the recipient and the purpose for which it has been processed. You also have the right to have this data corrected, blocked or deleted. You can contact us at any time using the address given in our legal notice if you have further questions on the topic of personal data.

Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer

 

Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
ICU CO., LTD.
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website

 

Cookies

Some of our web pages use cookies. Cookies do not harm your computer and do not contain any viruses. Cookies help make our website more user-friendly, efficient, and secure. Cookies are small text files that are stored on your computer and saved by your browser.

Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
Operating system used
Referrer URL
Host name of the accessing computer
Time of the server request
IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising

 

Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

6. Newsletter

 

Newsletter data

If you would like to receive our newsletter, we require a valid email address as well as information that allows us to verify that you are the owner of the specified email address and that you agree to receive this newsletter. No additional data is collected or is only collected on a voluntary basis. We only use this data to send the requested information and do not pass it on to third parties.

We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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