The ideal brand is capable of displaying multiple sides of itself. The brand recognizes that it is not static but mobile towards the needs of the target group. The brand forms one with the needs of the target group. The brand bears the products and services, but does not have to be the products and services. If the products and services disappear, the brand could still be seen as a fully-fledged brand. This as long as the brand moves in the direction of the needs of the target group.
A well-considered direction gets the channels and the brand together. Vision, creativity, strategy, design, user journey, planning and management are part of that. The goal is to see the brand as a brand instead of only a product or service. All three together expands the story of the brand, while the channels tell the story in different forms.
The starting point is to get the digital channels and the brand together. Have them synchronized. Think of style, tone of voice, tone of attitude, storytelling, content, vision, mission, user journey including personality of the digital channels and the brand combined. The result is lead generation, repeat customers, recognisability, conversion, loyalty, compliance, recognition, appreciation, understanding and choices based on synchronization between the brand and the channels.