Leveraging the Origins of Branding for Digital Marketing

A History of Branding

Since the time ancient Egyptians and Romans first marked animals using a fire-heated tool, the concept of a “brand” has represented ownership, protection, and loyalty. Animals who were branded were able to roam free, grazing vast territories while owners could be confident they would be able to find their animals in the midst of many other animals who might look similarly.

Riding for the Brand

As the American cowboy, Nike, and Coca Cola remind us, branding is more than just a marking on an animal or a product. Branding is a way of life. Nike tells us that if we wear their shoes, we can “just do it”, suggesting anything is possible if we support their brand. Coca Cola encourages us to drink their products because if we do, life will be better and we will be happier. But, of course the cowboys understood that riding for the brand was much more than fancy words and eye catching images.

Steps to Leverage the Origins of Branding for Digital Marketing

Colibri Digital Marketing is a San Francisco digital marketing agency that understands how to leverage the origins of branding. Colibri’s services are mission and value driven, and the company believes in making the world a better place by collaborating with other like-minded companies who genuinely care about the work they do and how they impact others. Colibri brings its brand to life through the story of the Colibri, or hummingbird, whose qualities include courage, grace under pressure, consistency and perseverance, creativity, flexibility and zest, and a sense of fun.

  • Develop a brand concept that has a compelling story and vision that your ideal clients can understand, relate to, and connect with.
  • Create a list of brand attributes that are congruent with the values, beliefs, and vision of the brand and will guide the development of the business and the brand’s products and services.
  • Design the look and feel of the brand and the business to mirror these attributes.
  • Create an organizational culture in which staff feel a part of the vision, and rewarded for their loyalty to the brand.
  • Train staff to “walk the talk”, and support them in their efforts.
  • Ensure the business “walks the talk”, aligning products, services, customer service, the culture of the business, the way in which staff are treated, and the look and feel of all marketing materials with the vision and the brand.
  • Keep your brand current. In the ever-changing digital marketing landscape, brand upgrades are a must if you want to stay ahead of the competition.

Creating the Strategic Branding Package

The digital marketing experts at Colibri noticed that many of their clients were struggling to see results with strategies that had once been successful. They realized that oftentimes, the problem lies with the branding, not the strategy. As a way to mitigate this issue, Colibri Digital Marketing developed the Strategic Branding Package, which audits a company’s digital marketing methods, researches the ideal client audiences, updates brand messaging, creates a current SEO plan, and develops a marketing plan for the year that helps companies implement all the steps needed for an entire digital marketing brand upgrade.



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