The Digital Brand Experience represents a customer's collective brand experience
in the digital world. Through the mix of brand, technology and usability, the Digital
Brand Experience becomes the interface between a company's products and services
and its audience(s).
The particular mix of components that comprise the Digital Brand Strategy will vary
according to the type of initiative. For example, the success of an intranet application
may hinge directly upon usability rather than a fancy design or advanced use of
technology. Conversely, transferring traditional aspects of brand to an Internet
site or other new media is more than simply slapping up a corporate logo or product
brochure. All components of the Digital Brand Experience need to be applied in a
well-crafted strategy to create the proper user experience.
Many businesses find objective third-party consultation to be an effective adjunct
to their own internal staff when embarking on an online branding initiative.