Branding needs to evolve for the digital age

Brands are becoming more digitised, it’s time we relook our approach to branding.

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Businessman evolution silhouettes by Vexels

Traditional advertising and brand experience

Many brands are experienced through traditional media:

1. Billboards
2. Print
3. Online Banners
4. Web pages

We see and hear adverts and messages, we look at product brochures, we browse the web, we click on banners that push a product or service, we read up on a webpage that explains more. We later engage by purchasing the product at a store, or we go speak to a sales person or service provider. Brand plays a strong role in advertising, it has the pull to bring you in.

Traditional branding acts like a lure, it attracts, and when a customer or client is acquired, the brand then acts as reinforcement, a reminder of what you bought into.

Traditional style guides

Brands have traditionally been governed by style guides and typically focus on the following areas:

1. Fonts
2. Colours
3. Logo treatment