Born digital brands entirely use digital platforms to communicate and sell directly to consumers. The start-up and operational costs are low because of the lack of physical stores, and for that reason, born digital brands can provide a lot of value to the consumers with digital interaction and engagement.
Born and Raised Online
As mentioned, brands that are born in this digital world have some financial advantages. It is only getting easier and cheaper to create websites including e-commerce with platforms like WIX and Squarespace, and create a wide reach yet cheap with digital advertising. However, building a strong digital brand requires different brand management strategies from traditional ones in the past. It is crucial to understand the digital wave and how to successful ride it as the creation of brand value is now in the hands of the consumers and not the brand managers (Mingione & Abratt, 2020).
Develop Digital Brand Communities
Digital brand communities are essential for born digital brands, and managers should emphasise the role of these brand communties. Consumers obtain and facilitate valuable information, develop deep relationships, and collaborate with other consumers in digital communities (Boon et al., 2015). Furthermore, the communities offer a power to connect consumers with new brands, and through these quality relationships, managers should encourage the consumers to co-create the brand (Mingione & Abratt, 2020).
Co-Creation is The Key
To develop a successful born digital brand, it is crucial to listen and engage with the community in a non-commercial way on social media platforms (Schau et al., 2009). Co-creation is the key as the consumers will feel empowered when they are invited to co-develop the brand personality. The strategy ‘user-generated branding‘ can be very effective.
What is Next?
It can be difficult to develop a born digital brand and understand the underlying startegies. If you need help or have any questions, leave a comment or contact me.
