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Design Vs Code

Your brand tells an online digital story

My name is Jason, and my background is in mobile and web design with a concentration on user interface and design experiences. I’ve had the pleasure to work with companies of all sizes over the past 12 years. From technology start-ups, to multi-million dollar international businesses, I have been a part of great teams that have worked to create branding that spans traditional and digital platforms.

One theme I find was common among all my experiences with these diverse companies, is they all tell a story with their brand 24/7. I don’t mean a long drawn-out book of the company history or the owner history. I am talking about the brand and digital presence they present to online customers, fans, and potential fans. Your brand is your face to new fans in the world of social media. I strive to help people understand that branding and content play a key role in how your customers perceive your business.

Components of Digital Brand Storytelling

These 4 categories below are what I consider the core functions of digital brand storytelling. It is important to make sure each section is consistent with the next. Make sure your messaging and content is consistent across all the different platforms, and this will help your customers experience a unified digital brand.

Branding & Design

I have been designing for over 12 years and I strongly believe the design of your brand will be the first impression a new customer will have of you. Making sure your logo, color pallet, and messaging are consistent across all platforms. Creating a digital guidelines document can make sure your brand is staying on track no matter what the platform.

Digital Presence

Having an online presence no longer just means having a company website. It includes social media profiles like Facebook, Linkedin, and Twitter accounts. It can include native applications for mobile and tablet devices. It means interacting with loyal fans and customers online on a daily basis. Creating dialogue and finding out what problems you can solve.

Content Marketing

The popular rise of social media has allowed businesses and brand to start a communication path like never before. First the first time, brands can connect with influencers and fans from all across the web. This has allowed companies to react real-time to problems and issues. It has also allowed brands to really have a finger on the pulse of their audience.

Social Media

The popular rise of social media has allowed businesses and brand to start a communication path like never before. First the first time, brands can connect with influencers and fans from all across the web. This has allowed companies to react real-time to problems and issues. It has also allowed brands to really have a finger on the pulse of their audience.

business why diagram

It starts with “why”

With branding, content marketing, social media, and your online presence, you all at once start to tell a story for your audience. Your story should revolve around your companies “why”. The company “why” is the reason you are in business. It is the reason you create products or services. This should not be “because I want to make money.”

Think about your “why”? Think about the questions below and you will start to get a picture of your brand.

  1. What products or services do I offer?
  2. Why do I offer these products or services?
  3. Can customers find these products or services from other competitors?
  4. What sets you apart from the competitors?
  5. Why should customers trust your business?
  6. What drives you to do business?

Once you have these questions answered you will start to get a better picture of your business story. These answers can be elaborated on and you can create great online content for people to discover and learn more about your business.

Sharing your “why” with Brand Advocates

Brand advocates are the front line of people sharing your business with others. They are employees, loyal customers, family and friends. These advocates share through social media everything about your business. In this age of digital storytelling, they have blogs, personal websites and social profiles and they are writing about your business.

Make sure you are communicating your brand values to the people closest to you starting with your employees. Your employees can then share the story to customers. Customers will share with friends and family. Friends and family will share to people they meet in their daily interactions.

It is important that you reach people in all stages of communication so you can control your brand story. Social media profiles are the greatest asset your business will have with reaching brand advocates and fans of your business. Make sure your messaging falls in line with your company values and you will build trust along with organic reach to new customers.