+ I've, regretfully, heard one of my clients say that they don't care about branding. What they claim to care instead about are sales. But are the two things mutually exclusive?
David Ogilvy defined branding as "The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised."
This means branding is having your logo present on every frame of a banner ad. It's the way in which you present your brand through tone and personality with each and every tweet you put out. It's look and feel of every single email you send out to your database. It's the wording of your search ads. It's the word choice in your mobile SMS campaign. It's the engagement you create with your fans on Facebook.
Like it or not, any piece of communication or advertising you put out on behalf of your brand is branding. That's every single touchpoint from your website to a mobile ad or mobile app. And to think that none of that will effect sales is just crazy. If it didn't, CMOs wouldn't have spent $100s of billions on it over the past few decades.
If we go back to the basics, digital is just another channel for distributing creative ideas. Technology allows for ways to engage and interact with consumers on a different level than a magazine ad or a TV spot. But, many of the basic precepts of what advertising is, should still be present. And that includes branding.