The ways brands transform into the digital age
As the digital age has been developed genuinely, platforms began to have a more robust transformation, marking a significant milestone of globalization. Brands, of course, do not accept falling behind the market and continually innovating to suit the tastes of consumers. This worthy improvement helps brands attract customers’ attention and ideally bring the best user experience. To come into the digital age, brands transform in various ways, primarily focus on utilizing brand touchpoints, customers, and potential opportunities.
1. Invest in brand touchpoints in the digital age
With no exception, brands always have to change to keep up with the swift trends of the digital age. To complete the digital transformation, investing in brand touchpoints is a concept that worth-considering. Most generally, the brand touchpoint is the simultaneous interference from both businesses and customers, creating the highest attraction for the business and providing the best customer experience as well.
However, some people argue that the concept of brand-touchpoint is vague and quite broad because any existing factors can potentially affect the movement of brand touchpoint for better or worse. This argument will be recognized if businesses do not know where to start creating a touchpoint. Brand touchpoints stem from business core-values, the level of customer experience as well as a little bit difference when needed.
System assets help businesses grow in both quantity and quality. A standardized system not only allows products to shape within the unified normative framework but also ancillary services. A complete digital transformation of a brand does not stop at the product level. Developing and continuously improving the system are the keys to meet the second requirement of the brand touchpoint: user experience. Right system helps businesses to get in touch with product-and-service convenience, then can create an isolated ecosystem for businesses.
That was how Apple has been successfully producing a technology-product ecosystem that made a stunning attraction for users. Simply put, the term ecosystem in this context implies a group of products that can interact with each other in harmony to optimize the convenience of customers. Apple has generated an almost-efficient technology ecosystem that performs seamless interactions. However, what makes Apple enthusiasts completely satisfied is the personal ID system with high privacy and data security.
To take another example, Nike has wholly changed their business since their growth stalled, and the earlier business model was no longer sufficient. The mandatory change in the brand requirements has shifted to using an online business network to interact directly with consumers. The online trading system completely replaces the traditional product-distribution through intermediaries, as well as exclusive distributors. With trendy and fashionable items, Nike also combines the accompanying member programs, creating a close connection with customers. As a result, the transforming system contributed to an increase in ecommerce revenue by 38% in November 2019 (data provided by Brands Vietnam).
To transform successfully in the digital age, make sure that the brand is honest and authentic. All information about the business can be delivered more quickly than ever in the internet era. A restaurant with a 1-star review will undoubtedly make customers turn away. Therefore, providing authentic information will make users feel secure and reliable when using products. Brand honesty helps create a pure life for products, while contributing to the seamlessness of the user experience, making the brand touchpoint in harmony. Transparency in product quality and working manner will create a unique touchpoint system.
Simplicity and minimalism
That viewpoint may sound a bit strange, but most customers in the digital age need simpler products, services than cumbersome and complicated ones. Simplicity and minimalism in branding still have the potential to create brand touchpoints while focusing on the pillar values of the brand, such as strengths, target customers, differentiation, missions, quality, and messages. These keys, eliminating other complex elements, will be more focused and orientated for businesses in the long run. Simplicity and minimalism make businesses quickly adapt to the ever-changing digital age.
2. Customer-in-center to make brands transform
Product-centric is still an essential factor in most campaigns. However, customer-centric will be the necessary combination to enhance user experience. Products exist in the world with the ultimate goal of meeting customer needs. Therefore, identifying customer needs is a crucial starting point for a digital transformation campaign.
That is how the Maggi brand cleverly introduces cuisine recipes combining with soy-sauce on their website. This action increases convenience for cooking lovers. Also, customers feel more excited when their everyday-cooking gets more of the brand-attention though buying only one soy-sauce bottle.
In general, customer-centric is a long-term transformation that requires businesses to have a proper awareness of their target customers. This awareness should also form in every staff of the company. In addition, this customer-in-center philosophy acts as a value connecting businesses with their customers; but not a task to be completed and to get rid of.
3. Challenge-utilizing to turn into opportunities
The digital age witnessed rapid and unpredictable changes requiring businesses to have timely adaptive solutions. Products are not only produced for quality, but customer convenience. Except for products themselves, other customer needs are also considerable, namely membership programs, accompanying promotional gifts. Customers also tend to shop more on ecommerce websites, which leads to a requirement of managing information, data, and technology platforms as well. Epidemics also become dangerous, increasing unforeseen risks for businesses.
Utilizing the challenges will be a sure leverage when brands transform into the digital age. Besides, people are still the critical factor, no matter how advanced technology is. Therefore, businesses first need to focus on the internal structure: human resources, processes, products, and customer services to complete the transformation.
The COVID-19 crisis has globally got worse since the Government issued a social-distancing-order as the number of confirmed coronavirus cases continues to increase. However, the ecommerce industry has had a speedy growth recently, as people now prefer to shop online while staying home. This time is much higher challenging for every business in Vietnam, but also an opportunity making brands transform themselves.
At SECOMM, we will accompany clients on every ecommerce step to ensure comprehensive solution-providing for their ecommerce transformation. The brands transform successfully in a digital age when they are operated with a sustainable website platform. We will be the starting point for this revolution. Contact Us for more detail.