Tips and tricks which can help develop a digital brand that will last.

Making a lasting digital brand is a question that queries every budding entrepreneur. Learning how to establish a lasting digital brand differentiates sustainable success from short-term businesses. Today most brands are in pursuit of developing significant investments for developing their brand. Protecting the brand for the long term is essential for keen individuals.

History is full of the rise and fall of brands. Most of them disappeared due to a lack of sustainability and their image as a brand. Consumer favorite brands like Oreo and AT&T have maintained their ranking and place in the top brand list. These brands have hardly changed their position in the top list of brands. The trend continued in a millennium, and it is clear that there are brands that have been able to stabilize their branding with a sustainable model.

It is evident that the internet revolution has made brand sustainability volatile. The digitization of consumer habits has forced businesses to emphasize a new business model, which blindsided various traditional brands. Despite the approach, brands like Coca-Cola have been one of the most valuable brands. However, experiences after following the brands for five years, the example of esports brands can be used to learn a few excellent tips.

Esports has skyrocketed its business and came out with a USD 27 billion-dollar industry, exceeding the NBA in its popularity. Pro-gamers became some of the best-known celebrities of their generation. The official platform for watching esports was bought by Amazon, which spent USD 1 billion in 2014. Twitch was able to exceed traditional high market broadcasting brands like ESPN.

The key to success behind esports was its game Fortnite. The game alone grossed USD 1.9 billion during 2019. It went to such an extent that NFL quarterbacks have been seen to perform the Fortnite victory dance during the game. The game was launched in 2017 as one of the zombie shooting games. However, initially, the game was challenged by PUBG as it was entrenched in the market. The royal battle model was enough for PUBG to sell more than 5 million copies. The best part was that around a hundred players could join the free-for-all gunplay.

After experiencing the market, Fortnite brought its battle royal version in the upcoming two months. Nevertheless, Fortnite exceeded the game because it did not blindly imitate PUBG. The designers were careful to notice that PUBG is a game that was based on player patience, hiding ahead of player skill. Fortnite brought defensive structuring to enhance the strategic thinking of the players. Hence Fortnite became a game that rewarded mastery and skill. Players got engaged in mastering unique building mechanics and the traditional shooting model.

The following strategy, which made Fortnite accessible, is to introduce free-to-play games. PUBG, on the other hand, costs USD 29.99 to play. Fortnite further used all cartoon looks and aged aesthetics compared to PUBGs military approach. Fortnite made its game easily playable through any device. Players can use anything from high-end gaming machines to handheld devices like smartphones.

Furthermore, Fortnite introduced a social feature that brought a match-making algorithm for pairing players with equivalent skills. There was an inclusion of products like NFL co-brand uniforms. The players became more interested in the network and enabled cost switching.

The above-discussed model was effective in giving Fortnite a phenomenal and meteoric success. By the end of 2018, Fortnite increased its user to 200 million, declining PUBG players by 66 percent.

If the example of Fortnite can be considered, the strategy of digital branding, which can be derived from it, can be called as MACE strategy.

The technique has been drawn from identifying the approach used by Fortnite. Here is a bit more insight into the same.

Mastery: the approach is straight; Fortnite provided a non-transferable reward for playing the game and helped them get engaged in the content. The rewards enable public demonstration of affinity and familiarity effect. The same model has been followed by Hasbro brand Magic which was released in 1993 and grew by 30 percent every year till 2019. The impact was that 24 hours of the digital queue was a whole house to sell their products.

Accessibility: Making the brand easily visible for the consumers and making it sooner is key in developing a digital brand that lasts long. What Fortnight did was leverage areas that would keep it relevant among the existing users who will make it visible to new users who will become a member of the game.
The model can allow a cheaper or free entry into the product or, ideally, free. Fortnite made its move by making the game available free for the users, and so did Facebook. Other competitive models in the context include deferred payment, leasing, or subscription for the users.

It helps to minimize the upfront cost of the products and deal with effective planning. Besides, the product or brand needs to utilize more and more paths for distributing it. The last approach that can be used is to make sure that the brand reaches millennials who are among the leading internet users. Older customers will be much more into supporting traditional brands.

Nevertheless, if a new brand needs to bloom, the best way is to work with the new customers and millennials. Marvel uses the same model to drive ahead of DC in box office success. Marvel kept up its PG-13 image, humor, and light-heart moments which keeps all types of viewers appealed.

Cadence: The product or the brand has to have created news or content around it. Frequent product news, the launch of new products, or content about the brand needs to be lined through a digital platform. The brand has to invest in maximizing promotion-based assets. These assets include marketing videos. The best way is to cut down the long-form edited videos in the smaller or micro-content.

User-generated content needs to be encouraged, enabling the users to speak about the brand virtually. It will enable the users to generate virtual word of mouth, which is effective for traditional brands. The aim is to generate the vibe essential to engulf new users. The last approach is the best of the lot. It recommends that the brands communicate everything with the audience or customers. Brands need to communicate even the failures today. It creates the image of transparency and honesty, which modern-day consumers like, especially millennials.

Brands must be brave enough to discuss their failures or any mistake they might have committed. For example, Apple clashed hard with Taylor Swift due to royalty issues. Apple at least directly admitted the exploitative royalties. Apple transformed this feud and drove viral social media praise. It helped Taylor Swift back to advertise Apple products.

They are ensnaring: Ensuring that the brand is as sticky as possible, the model of switching cost and creating network effects. Two generalized strategies models that achieve the cost switch and network effect are systemization and spawning. Systematization in the product line is a model which LEGO model kits have successfully used. The brand has been able to one-off release in selling the entire model kit of Lego.

LEGO had maintained the business as it did not sell any individual piece and focused on product selling. Spawning of the product involves creating a built-in system to the share. An excellent example of this model is Coca-Cola’s share-a-coke model. At the same time, Coke started printing common names on their Coca-Cola cans which encouraged sharing coke as a gift. It helped the sales grow from 1.7 billion to 1.9 billion each day.

It developed a long-lasting impression on the consumers as a brand it needs to create engagement. Creating a digital brand is all about creating the engagement level. A successful digital brand is always afloat in the market. Even if it does not have anything exclusive to share, the brands try to engage. On digital platforms, these engagements create the magic. It helps to turn curiosity into leads and leads into a customer.

It is a process that has to be repeated constantly to keep the brand relevant in the market. The approach is all about generating engagement in the market and keeping the audience glued to it. The word-of-mouth model is harnessed in the digital field and use the engagement. The focus of the entire idea is to keep audiences engaged with the brand through online engagement model.

About the Author

Tillock Watson is among the leading management assignment help writers in the digital marketing business. The topic undertaken has been developed with a long-term analysis of the market. Digital branding has opened doors to new product and market development helping to revolutionize marketing.

There is no good practice to become a sustainable digital brand. Nevertheless, the examples and topics discussed above have provided a few methods that have effectively worked for the brands. It will help improve businesses finding footing in the long-term market. The branding level has provided an effective model for implementation.

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