How does your digital brand differ from a traditional brand? Your digital brand is reflected in all of those marketing communications assets where you have an online presence: website and microsites; mobile website and mobile apps; Facebook, Twitter, and LinkedIn company and employee pages; YouTube and Instagram content, Search Engine Marketing and Social ads; Wikipedia entries; employee digital signature; search engine results, etc., etc., etc. And those are just some of the foundation assets!

In short, your digital brand is an extension of your traditional brand, and it has the ability to expand your reach to a variety of audiences. The development of a digital brand requires a true understanding of how your extended audience behaves, and how they choose to make buying decision. Just as with traditional media, your brand should maintain a consistent image in the digital world—to ensure that every encounter delivers the intended message and experience, whether you are engaging new customers or strengthening existing relationships.

Note sure if social is for you (if a B2B company)? Take another look because most of your prospects are active on LinkedIn and you may not be capitalizing on that important resource. Twitter not for you? If your buying audience is 40 or younger, you’d better rethink that, especially at trade shows and conferences where the event usually has a branded handle.