Insight
Building Digital Brands: When Authenticity Meets Flexibility
Digital branding is the process of positioning a brand in the digital realm. More precisely, it is the process of ensuring that the customer's experience of a company or service, even in a digital environment, remains consistent with the original brand values. The core of digital branding is the so-called digital "touchpoints" that enable direct and personalized interactions between the brand and the customer.
Successful brands today are not only authentic and enduring, but also flexible. Such a difficult state of affairs is only possible if the brand strategy is holistic, sustainable and offers flexible solutions. Especially in a digitalized world, it is crucial to be able to react quickly to new situations, challenges and opportunities.
There are two key questions that need to be asked when developing a brand identity in a digital environment or when trying to improve it during a rebranding exercise:
1. What can be done in terms of usable visual design, functionality, interactivity, etc. to communicate brand values and to elicit the desired user experience?
2. how does the content and its tone convey the brand story and message?
A real-life example of digital branding: von Sails
With these criteria in mind, we built a new website, online store, and blog for von Salis, a wine merchant from the Swiss canton of Graubünden, as part of a rebranding project. von Salis' new look is based on its revised brand positioning and meets the criteria for up-to-date functionality in the digital environment.
Information about individual wines and the ability to purchase them with a few simple clicks. With its flexible search function, users can set search criteria to find favorite products, such as taste preferences (elegant, full-bodied, strong, etc.). In short, von Salis becomes a partner to fulfill unique desires. Clever illustrations and inspiring headlines give life to the new slogan "Let the wine take center stage".
The new visual representation of von Salis' digital identity puts the company's wide range of wines from around the world front and center. The light, large-scale layout, classic fonts and unique, emotive graphics open up the world of the wines and make it clear that von Salis offers pragmatic and concrete guidance, both in person and in the digital space.
