How to build a digitally active brand

How to build a digitally active brand

In a world where digital brands dominate the landscape, thinking that a simple online presence is enough is a mistake. Building a truly "active" digital brand requires a thoughtful strategy, adapted to the new realities of digital marketing. Inspired by the practices of brands like Glossier, Allbirds, or Warby Parker, this article explores the key transformations in brand creation in the digital age and the essential tools for success. Discover how authentic engagement, strategic use of data, and a user-centered approach can transform your brand.

Why the old rules no longer work

In the past, brands controlled their message with a top-down approach: they conveyed their values and identity through linear advertising campaigns. But today, the dynamics have changed.

The transition to collective storytelling

Your brand is no longer just what you say about it. It is now co-created in real time by your customers, interactions, and cultural context. Interactions on social networks, like Wendy's humorous approach on Twitter, or wikis created by video game fan communities, actively shape brand perceptions.

As a business, this means monitoring metrics like "share of voice" or analyzing sentiments expressed online to understand how your brand is perceived.

The rise of transparency and accountability

Today's consumers are better informed, thanks in part to the rise of artificial intelligence tools that make comparisons and research more accessible. For example, Everlane has gained the trust of its customers by publishing transparent details about its factories and costs. A brand's credibility now rests on this transparency, measurable through online reviews, Net Promoter Scores (NPS), and brand perception ratings.

The toolbox of a modern digital brand

Creating an active digital brand requires an ecosystem where each digital channel contributes to strengthening the brand equity. Here are the essential elements to build this ecosystem:

1. The website: your digital flagship

Your website is not just a point of contact; it is the heart of your brand online. Brands like Apple use their site not only to sell their products but also to offer an immersive experience that reflects their visual and cultural identity. Key metrics include bounce rate, time spent on pages, and conversion rates.

2. SEO and generative engine optimization

Search strategies remain crucial to capture user intent. Whether it's a local bakery optimizing for "best sourdough bread in Geneva" or a SaaS startup investing in targeted ads, constant attention is needed to track SEO rankings, click-through rates, and conversions.

3. Social networks: a two-way street

Social networks are not just a broadcasting platform; they are an opportunity to interact directly with consumers. For example, Duolingo's humorous content on TikTok makes language learning accessible and engaging. Key indicators here include engagement rates, audience growth, and clicks to the site.

4. Content marketing: building trust

Providing value through blogs, videos, or podcasts strengthens your brand's authority. An emblematic example is HubSpot, which has established itself as a leader through its free resources for marketers. Success is measurable through generated leads, time spent on content, and impact on SEO.

5. Email and influencer marketing

Personalized emails, like those offered by Sephora, and collaborations with influencers help create targeted experiences. These efforts are evaluated by their reach, engagement, and attributed conversions.

Digital engagement: beyond vanity metrics

True engagement is not only measured by likes or views. It lies in deeper interactions, such as meaningful comments or user-generated content. For example, Peloton's Facebook groups allow members to share their successes, creating a loyal community. Brands must track data like activity rates within these communities or overall perceptions of their audiences.

The importance of co-creation

Engagement intensifies when customers actively participate in brand creation. LEGO, for example, invites fans to submit designs that could become official products. This direct involvement results in increased loyalty and measurable impacts on brand perception.

Authenticity as a prerequisite

Any digital strategy must be authentic. Consumers quickly discern inconsistencies between a brand's messages and actions. Companies like United Airlines saw their slogan become a source of ridicule when their practices did not reflect their promises. Sentiment analysis through social listening tools or A/B testing can help align tone and actions.

Drawing inspiration from Digital Native Vertical Brands (DNVBs)

DNVBs, like Warby Parker or Allbirds, perfectly illustrate modern strategies. These digitally born companies adopt a data-driven and user experience-centered approach. Here's what they teach:

• Niche focus: These brands solve a specific problem for a targeted audience with impeccable execution.
• Data as a strategic asset: By tracking indicators like customer acquisition cost (CAC) or customer lifetime value (CLV), they constantly adapt their efforts.
• Obsession with customer experience: Every touchpoint, from the initial click to product unboxing, is carefully designed.

Building your digital roadmap

To implement these principles, start with a structured strategy:

1. Mobile-first website: With the majority of traffic coming from mobile devices, optimization is essential for conversion rates and retention.
2. Smart search strategy: Invest in long-term SEO efforts and adapt to evolutions like optimization for generative engines.
3. Regular content production: Maintaining a steady flow of engaging content strengthens audience loyalty.
4. Social media and email optimization: Leverage specific KPIs for each channel and continuously test your campaigns.

Key takeaways

• Understand the playing field: Your brand is co-created by your customers and digital culture.
• Be transparent: Trust stems from transparency and authenticity in your practices.
• Invest in a digital toolbox: From your website to SEO, each component must be optimized to strengthen your brand.
• Foster deep engagement: Create communities and invite customers to co-create to enhance their loyalty.
• Learn from DNVBs: Harness data, focus on niches, and perfect the user experience.

Building an always-active digital brand is an ongoing commitment, but with the right strategies and tools, your brand can thrive in this dynamic and competitive environment.

Source: "Digital Branding: The Always-On Brand" - Art+Science with Kevin Hartman, YouTube, Jun 13, 2025 - https://www.youtube.com/watch?v=Y99dy5e4AZE

Use: Embedded for reference. Brief quotes used for commentary/review.