How traditional brand strategy works Focuses on differentiationMost branding agencies focus on developing differentiation and unique messaging. The fact that Google search has changed how consumers research, shop and purchase has had little impact on the methods and processes used in traditional brand strategy. Buys attentionThe unique messaging developed in a traditional branding process is pushed out to audiences through purchasing placements in a variety of media channels. It ignores the fact that annoyance with paid advertising increases every year. Requires big budgetsTraditional branding typically translates into a big, expensive media buy. And, unless you’re already a market leader with hundreds of millions of dollars of marketing budget, this textbook strategy will likely fail.
How digital brand strategy works Focuses on relevanceErvin & Smith’s digital brand strategy recognizes that search engines and social media have forever changed branding. Relevance has become more important than differentiation. And, while differentiation must be addressed, relevancy should lead your brand positioning and rebranding efforts. Earns attentionBecause Ervin & Smith’s digital branding process focuses on relevancy, through it, you will gain a deep understanding of the problems your target audiences have. And you’ll be able to produce content that adds value to their lives and earns their attention and loyalty. AffordableOur digital brand strategy has leveled the playing field. You no longer need a Super Bowl-sized media budget to succeed. Instead, our affordable branding process will uncover what’s relevant to your audiences and help you optimize your brand presence.
• Digital strategy is the process of identifying, articulating and executing on digital
opportunities that will increase your organization’s competitive advantage.
• Digital strategy is more cost effective than traditional way of marketing
• It also helps in business development
• The tagging of owned and viral content with Brand specific information that can be
sourced by search engines and delivered to potential customers as search results.
Traditional Branding Strategy Digital Branding Strategy
Focuses on differentiation Focuses on relevance
Buys attention Earns attention
Requires big budgets Affordable
• Digital design is a growing specialty in the field of graphic design.
• Digital designers use creativity and computer skills to design visuals associated with
• Digital design is the branch of graphic design that uses computers, graphics tablets
and other electronic devices to create graphics and designs for the Web, television,
print and portable electronic devices.