The implication of this is that your brand is now mostly digital, defined and elaborated by your digital assets– the images, graphics, videos and layouts your customers interact with throughout most of their buying process.
This is very different then a few years ago- it used to be that your digital assets were your print and broadcast advertising- early, strong messages to your potential customers to raise awareness of your brand and maybe induce a visit to the store to browse, evaluate and buy your product. The interaction with the product, the comments of the sales people and feedback they’d received back, and the comments and feedback from friends were the core brand defining elements of the customer experience.
Today, this is no longer the case. The next step after advertising isn’t in-store evaluation. It’s online evaluation. Your prospect doesn’t go to the store, he goes online and starts researching your product, both on your website and other sites. Your prospect’s brand experience is evolving significantly through this evaluation and branding is no longer about clever messages broadcast to the world at large- it’s about managing the entire user experience through the entire, largely online, purchasing cycle.
Your digital assets have gotten a much bigger workload as a result. Theyare how your prospect will first experience your product- the images, videos and conversations surrounding your product. They are how your prospect will largely evaluate your product. He or she will touch your product many times digitally before even thinking about going to the store and inspecting it in person. So the bulk of the branding experience of your prospect will be through your digital assets- your ads, product images, videos and other materials used to communicate to the market.