Digital Branding Final

What main thing does branding do to help businesses?

By changing consumer perceptions (not guaranteeing sales or eliminating competition).

How can a strong brand increase a company’s value?

By improving its reputation.

What does brand positioning mean?

It means establishing a unique space in the consumer's mind.

What should a strong brand be?

A strong brand position should be clear and specific, not vague.

How does branding enhance marketing efforts?

By creating a consistent identity and value proposition.

What is a strategy in branding?

A statement of objectives and your actions/methods to reach those objectives.

What graphics fall under demographic segmentation?

Age, gender, income, education, occupation, etc.

What graphics fall under psychographic segmentation?

Lifestyle, values, beliefs, and interests.

What graphics fall under behavioral segmentation?

Consumer behaviors, purchasing habits, and motivations.

What graphics fall under geographic segmentation?

Locations, climate, urban vs. rural areas.

Brand voice

 Personality of the brand (stays the same).

Brand tone

Mood of the message (changes based on situation).

Mission Statement

Why we do what we do (current purpose and aspirations).

Vision Statement

Where we want to go (future goals and aspirations).

Owned media is

Content published and controlled by the company (e.g., website, blog, social media profiles).

Paid Media is

Marketing that is paid for, such as ads and sponsored posts.

Earned Media is

Organic mentions, customer reviews, and PR coverage.

Borrowed Media is

Leveraging external platforms for temporary exposure (e.g., guest posts, influencer takeovers).

What is awareness?

The customer learns about the brand.

What is consideration?

 The customer evaluates the brand.

What is conversion/purchase?

The customer buys the product or service.

What is retention/loyalty?

The customer continues to use the brand.

What is customer advocacy?

The customer promotes the brand to others.

What are content pillars?

Thematic categories for content creation.

What is content format?

Broad categories of content(e.g., blogs, videos, social media posts).

What is content type?

The way content is presented (stories, reels, carousels)

What are content channels?

Platforms where content is published (e.g., Instagram, YouTube, website).

What is a content calendar?

 A schedule for organizing content publication.

What are the five high-quality content guidelines?

Value, Authenticity, Purpose, Visual & Copy Excellence, Engagement-Driven

What is content value?

Provides useful information.

What is content authenticity?

Feels real and relatable.

What is content purpose?

Aligns with brand goals.

What is content visual and copy excellence?

High-quality design and messaging.

What does engagement-driven content look like?

 Encourages interaction.

What is a brand objective?

A specific, measurable goal that a brand aims to achieve.

What is a brand strategy?

The methods or actions taken to achieve objectives.

What does short-form content do?

 Communicates a single message quickly (e.g., social media posts, infographics).

What does long-form content do?

 Engages and educates in-depth (e.g., blogs, e-books, whitepapers).

What is branding meant to do?

Meant to represent company’s values and identity

What is marketing meant to do?

Meant to be actions taken to promote your brand

What are some examples of value (providing useful information) in real-world branding?

Casper’s sleep tips, Sephora’s try-on app, anytime people offer recipes with their product

Examples of authenticity in real-world branding:

Patagonia’s “Worn Wear”, Dove’s “Real Beauty”, the Red Cross

Examples of content purpose (aligning with brand goals) in real world branding:

Red Bull (extreme sports), Duolingo (memes and animation), Skittles (colorful, wacky, and slightly tacky)

Examples of visual and copy excellence in real world branding:

anything done well and looks high quality (think Chick-Fil-A, Coke, Reese’s)

Examples of engagement driven branding in the real world:

Share a Coke, Lego (Submit own designs), even comment below

Examples of content format:

blogs, videos, social media posts

Examples of content types:

 stories, reels, carousels