Abbott Mead Vickers helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms?
When asking this question, the interviewer wants to hear about your knowledge of digital loyalty branding from a generalized perspective, and about the possible experience you have in this area. You can speak to today's standard methods and provide your opinions on them supported by market research or past professional projects.
Avoid diverting into specific aspects of branding that are not directly related to the question. When speaking of a connection with the audience, you should refer to the emotions a brand evokes and the resulting relationship to their audience.
"While researching online brand loyalty campaigns in the past, I've found the first place to start is by studying the audience and their preferences. Once I've learned these, I need to concentrate on advertising efforts where they spend most of their time online in their preferred formats. Next, relatable messaging raises their awareness and interest in the brand. For example, if I wanted to promote a new video game to the tween demographic, I wouldn't try to reach on lifestyle blogs or traditional TV. Studies show that this demographic, 10-13-year-olds that love video games spend a large amount of time on YouTube, SnapChat, and newer video and photograph sharing platforms that are emerging. In my opinion, finding the audience across various platforms where they already feel most comfortable is the best way to stay in front of them, generate and hold their interest."
"In my opinion, the best approach to digital branding campaigns online is setting the foundation of what our brand truly is. What is the heart of what we do and what is our message? Next, we must ask who is moved by our message, or who is our audience? What platforms and apps do they use and hang out in, online? What motivates them, and how do they make decisions? All of the answers to these questions will allow us to build a strategy to catch their interest in our brand. To retain this interest and build loyalty, I've experienced that it's effective to take cues from campaigns that have already made an impact on our audience, while testing new designs, copy, promotions, etc. that are consistent with the feel of our brand, but we also need to keep things from getting stagnant, excite, and delight. Long-term consistency in our messaging and targeting to meet our audiences' expectations over a long period to build trust is crucial."