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Online branding should deliver the same principles of experience that you wish to deliver for your customers online; including accessibility, whether digital is your main sales channel or not. There is though a long way to go for this to be taken as seriously as it should.

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Although aware of the benefits of making customer experience central to their digital marketing strategies, only 18% of brands surveyed admitted to being “seriously” committed to delivering the best possible online user experience (UX). 

For some, this is their understanding of where branding starts and finishes. A logo, a visual marker for a brand. Of course, we know there is much more, but it is true that it is what instantly connects customers with brands. It can create interest, curiosity, affinity and connections.

Over time it becomes an engrained image to represent your consumer experience. An identity that delivers an emotion or a state of mind based on your perception, or positive or negative experience you may have had.

Competitor analysis is a key part of the brand process in order to differentiate image, messaging, and approach. Digital channels and their transparency allow this analysis to be done more thoroughly than ever before. From searching online, to sampling apps, to experiencing website UX and subscribing to their emails, competitor analysis is more open and accessible than ever before.

The role of brands and branding in the new economy that is characterised by digitisation and globalisation are attracting considerable attention. Taking the organisational perspective the challenges for branding in online environments relate to: the message capacity of Web pages, the need to integrate branding and marketing communications across different channels, the trend towards organisational value propositions, brands as search keys, the opportunity to link and develop brand positions, globalisation, and the increased engagement of the public sector with branding. In the context of the brand experience, key themes are customer control, customisation and customer relationships, the help yourself nature of the medium, the increasing emphasis on experience, and the opportunity offered by m‐commerce to revolutionise the brand experience. An online brand development strategy includes the following stages: setting the context for the brand, deciding on brand objectives and message; developing a brand specification; developing a brand design, creating the Web site and other communications using the brand, launching and promoting the brand, building the brand experience, and finally, reviewing, evolving and protecting the brand.

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