Why digital branding is important

Being the unprepared student that I am, I walked into MC 2035 not knowing what the name of the class was or what I was going to learn over the semester. This was simply a required class I had to take. After the first lecture, I realized how interesting the class was going to be.

“A brand is the sum of all the emotions, thoughts, images, history, possibilities and gossip that exist in the marketplace about a certain company.” -Luke Sullivan

A brand is not just a logo or a font, it is the personality of a company. Branding is the reason you choose a certain company over another. It is a promise to your consumers; it is a promise to deliver an experience or results. Brands communicate this promise by having an interesting, consistent look and a strategy. By having a strategy and consistent look, brands become familiar to the audience.

Digital branding is when a brand uses digital channels to show their purpose as an engagement program. Digital branding is constantly changing. There are more and more media platforms every day, this impacts digital branding. The shift from having three or four news outlets on television to millions on the internet is a great example. There is more content available to society than ever before. This means there are more channels to manage and coordinate, but simply it does not change that much. Companies are still communicating a brand message.

This class has forever changed the way I watch commercials on television or advertisements online; I will always try to analyze and see if it is central or peripheral route processing.

-Avery Bracken