How to Build a Strong Brand in the Digital World

how to build digital brands

As of March 2019, there are 4.3 billion internet users in the world according to Internet World Statistics. Bird the electrical scooter company reached the valuation of $1 billion in 1. 25 years. It is the fastest startup to reach the valuation of over $1 billion.

There are scores of start-ups which have reached the landmark unicorn status in less than 3 years. Compare this with earlier generations that took decades to touch the reach & valuations that these start-ups enjoy.

The fast growth of several of these start-ups can be attributed to digital technologies. They have been able to reach out to their customers and scale their products and services to customers.

The way businesses operate and transact is undergoing transformation in the internet driven world. People have access to vast networks of friends, information and connections in the digital world.

Here are 8 tips for building your brand in digital world and how you can reach out to more customers:

1. Define your Audience

Define your Audience

The first step in building a brand is knowing your target customers. Identify the ideal customer base for your products and services, what they like, dislike, need etc.

Create a strong messaging to address the core group and customer base for your products and services. Great brands learn to communicate the benefits for the customers in a subtle way. They reach out to the emotions of people and build a strong connect with them. Consistent messaging leads to brand recall and creates a stronger perception of your company.

Here are few examples:

Housewifes with spare time

Tech savvy & young business persons

College students eating out

Executives and busy professionals

2. Determine Goals

Going online without a clear roadmap will lead you nowhere. Don’t copy what others are doing, but build your strategy around your strengths and weaknesses.

Think about what customers need to know and learn about you. How you can market your best products and services to them. Do you want to create an online store or simply want to create a strong branding presence?

Many brands with a successful digital presence start with basic branding and marketing. If you are able to generate a steady stream of users with your digital marketing efforts, these are highly likely to generate business opportunities for you as well.

3. Visual Design and Aesthetics

Visual Design and Aesthetics

How do you differentiate yourself in the marketplace? One of most effective  ways companies can do that is by great designs. The designs are playing an increasingly bigger role in building bigger and better brands.

Companies are employing designs to provide interactive solutions to their customers today. Whether it is their websites or products & services, successful companies are able to use good designs to connect with the customers.  

Good designs are able to help a brand communicate its messaging, build superior products and services, engage and attract customers. The digital world is highly visual and companies need to create compelling experience for their customers today. 

4. Delight Customers

The customer has more options than ever before. If you have to stand out, you need to deliver great experience for the customers. A delighted customer is the best marketing strategy for a business.

The digital tools make it very easy for customers to spread the word about your business. Look at everything from customer’s perspective and reengineer things according to their needs.

Gaps can be harmful, but if you take care of issues proactively for customers they are likely to recommend you to others too.

5. Positive Difference

Positive Difference

Would anyone care if your company were to disappear today? Great brands give customers a reason to bond with them. They create a positive difference in the lives of their customers and stakeholders.

The digital world is full of noise. But when you communicate with purpose, consistency and make a positive difference, your brand will get noticed. It will create its own sphere of influence. It will be able to attract great opportunities and spread hope.

6. Create & Promote Content

Before you go online, your company should create a content strategy. A good content strategy takes care of customer pain points, addresses their concerns and helps them provide valuable information.

Successful brands are able to create a style and voice that suits their target audience. For e.g. brands like Coca-Cola, Virgin etc are able to create a positive and vibrant tone.

Your brand needs to identify its tone, core messaging and create high quality content around it. You can create videos, interactive blogs, GIFs, infographics, white papers for your customers.

Next, you can prepare a content promotion plan. The number of shares and links to your content is a good metric to see the extent of its popularity.

7. Think Digital

Think Digital

Companies need to understand the psychology of digital users. The purchasing behavior of customers has changed today. Any purchase begins after doing a Google search. People tend to research before they buy stuff more than ever.

When brands create high quality content and promote it, they are likely to be higher on searches. Companies need to build their products and services for digital consumption.

How companies use their blogs, social media channels and online presence to reach customers can make a huge difference.  Creating valuable content, promoting it on the right social media channels and attracting the ideal customers is all part of the winning strategy.

8. Find Influencers

We are living in an era of too much noise and little substance. It is easy for companies to get lost in the crowd.

With social media and online platforms playing a bigger role in building brands, it serves well to have a network of influencers. These influencers are known for their expertise, skills and relevant followers.

A social media influencer leads conversations, sets the agenda and shapes opinions about organizations and brands. These major influencers can be identified by their presence on social networks, their organic reach, followers on twitter and LinkedIn, the influence of their networks and how well connected they are.

When your brand is endorsed by key influencers in your field, it builds a favourable image and establishes its credibility.

How Design Led Companies are Winning the Digital World

Design is at the forefront of the digital revolution. More and more businesses are able to see the correlation on how design centric approach gives them an edge in the digital world. Among the most successful design stalwarts are the likes of Apple, Amazon, Google, Nike and Disney.

The products, services and customer experience are all interconnected. Design led companies recognize this. They take an integrated view of their customer journey to create end to end experience for them.

Design led companies eliminate waste, simplify their processes and create a winning experience for their customers. Here we look at how design led companies are winning the world:

1. Design to Express.

The design led businesses use design as a strategic tool to express their brand’s core purpose, their mission and what they stand for. They use design to connect with their employees, customers, and other stakeholders.

Great companies express themselves through inspiring designs that create a feeling of awe and desire for their brand. Great designs show customers that you care for them. When customers know that your brand cares, it builds an emotional connect with them.

2. Integrated & Delightful Customer Experience.

In the digital world, consumers are driven by convenience, personalization and instant service. Design led companies focus on creating integrated and delightful customer experiences across all touch points. These companies focus their efforts on improving customer experience rather than just the product or service.

Google search is a brilliant example of delightful customer experience. A simple search interface is gateway to the world of information. The search understands your intent and will personalize results for you.

3. Energizing for Employees.

The digital world is a place full of distractions. Companies need to do everything in their power to keep employees engaged with meaningful work. Design driven companies are able to focus, prioritize deliverables, communicate and connect effectively with their teams.

​A Design led company encourages all the functions, departments and employees to focus on customers. The shared vision is a driving force across teams.

​4. Differentiation and Stronger Brand.

Good Design builds trust. Great brands mesmerize users with awesome designs. They create strong and compelling differentiation with their designs. Whether it is their products, services, customer interactions, billboards, advertisements, or content, they design to get noticed.

Brands like Rolex, BMW, Louis Vuitton are companies with indelible design footprints. Design led companies are able to differentiate themselves, create visibility and build truly lovable brands.

5. Outperform Competition.

Design led companies understand that building great products and services is a continuous process. Perhaps, the constant evolution, learning and experimentation are what makes design led businesses successful.

As per Design Management Institute, design-driven companies have maintained a significant stock-market advantage, outperforming the S&P 500 by an extraordinary 219 percent over the past ten years.

Stock market chart,Closeup Stock market exchange data on LED display, business trading concept

6. Cultural Change.

Continuous innovation is the only way companies stay relevant. Design led companies like Google, Apple and Amazon are constantly working on refining their products and services. The teams at design led firms experiment, collaborate and unleash creativity to challenge the status quo.

The design led companies take an iterative approach to make things better. They are in a state of constant evolution, refueling innovation to build better products and services. Design led companies align people, processes and priorities.

7. Premium Pricing.

Customers are willing to pay a premium price for the best products and services. Users are willing to pay more for products when they derive value, richness of experience and a feeling of exclusivity. Amazon prime, iphone and Netflix are good examples on how top products command premium pricing.

Design led companies use product innovation, great user experience and convenience to influence customer perception about their brand.

8. Digital Business Transformation.

The design led companies are able to leverage digitization to their business advantage. They remodel and reimagine products and services in the digital context. These companies use design as a strategic tool for making important business decisions.

The design led companies are able to augment their business with digital products and services. For e.g. a robot manufacturing company in Japan introduced online services for renting robots. It serves as an additional source of revenue for the company apart from selling these products.

9. Improved Market Share.

Design led companies are able to reorient themselves in line with customer demands. These companies think through products and services to create compelling customer experience. It is a key factor in adoption of a product or service in the digital world. These companies enjoy higher market share owing to long lasting customer relationships.

The design driven companies are able to build superior digital experiences that increase customer satisfaction, retention and loyalty. In a study conducted by Forrester, design led companies reported 41% higher market share.

10. Distribution and Reach.

The digital world has created phenomenal reach for companies. The products and services can be distributed over digital channels across the globe. The traditional industries cannot compete with their digital counterparts.

Amazon transformed the way people buy and read books. They not only introduced online shopping, but a kindle reader that gives you instant access to books anytime anywhere.

AirBnb has changed the way people book accommodation and travel around the world.



Design led companies have a way to delight customers by serving their unarticulated needs and wishes. These companies are able to create amazing experiences, connect people and create business value in the process.

The design driven companies are prepared to adapt with the changing times in the digital world. They are always on the lookout for ways to improve, find ways of doing things better and disrupt themselves before they are disrupted.