Branding cloud services
How can organisations with digital products maintain competitive advantage through better brand communication? With Apple set to launch their new Cloud service later this year, I’ve been considering the impact of branding digital products. In an increasingly digital age, many of the services that we will come to rely on have little or no physical manifestation. Our interaction with these brands are often via a third party device such as a computer, smartphone or tablet.
So, how should organisations approach branding products that only exists in the ether?
There are a couple of key factors for consideration.
Experience
Increasingly a product’s success is determined by the experience of those using it. A focus on service design and user experience will increasingly become key. Streetcar is a great example of how an integrated approach to a call centre, website, mobile application and eCRM can all align to deliver a great customer experience for something as simple as renting a pay-as-you-go car.
Reputation
In our connected digital age it is much easier for customers to trial then share their experience of using your product. How brands manage feedback is key, as are the social monitoring systems that they put in place to identify online debate. Nestle’s recent Facebook problems remains a great example of how brands can get this wrong.
Platform
Digital products rely on digital technology. Increasingly we are shifting to a world driven by ubiquitous web services. As such it’s not enough for brands to consider product experience limited to desktop or mobile devices. Emerging platforms such as tablets and Internet TV will increasingly become key. Brands have to have an eye on the future as well as today.
Personality
Beyond utility and functionality, people still seek engagement. They want to build a relationship with the personality behind brands. With so much content and information readily available, organisations must strive to build advocacy through consistent values, products and servicing delivered in ways that distinguish their offering from competitors.
Overall
There are likely to be many more considerations, I’ve only listed a few. Whilst organisations such as Apple, Google, EBay and Amazon will continue to lead the way, we will start to see a new generation of forward thinking brands successfully combine experience, reputation, platform and personality. In this changing environment, established organisations may need to reappraise their perception of ‘branding’ in order to maintain competitive advantage.
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About the author
Ranzie is a Creative Director in Purpose’s London office. He leads teams of designers, technologists and strategists to deliver engaging brand experiences across a range of interactive media.