The digital revolution has come and gone and we now sit very firmly in the dawn of the digital age. Every major company at Kuwait now has a digital department that spends every hour of the day fretting over SEO keywords, PPC numbers and abandonment rates. The world of digital is populated by young twenty-somethings, with swooshy hair, far too tight suits and those who speak entirely in acronyms and buzzwords.

Digital is not advertising

A lot of digital people will be looking at this statement and saying “Wait, what?!” But it’s true, digital is not advertising. That has its own category… Advertising. Digital is marketing and there is a big, big difference. Advertising is external and specific whereas marketing is internal and broad. Advertising is about selling a specific product or service to the outside world. Marketing is about establishing your own identity and brand and involves every facet of your business.

Know your brand

The first obvious step is to know what you want your brand to look like. To do this you need to know your product or service and the competing market. Let’s say you’re an electrician; you have excellent skills and you offer a professional, effective service for a reasonable price. So does everyone else, or at least, so says everyone else. By the time the customer finds out any different it’ll be too late anyway. Bam. There’s your market. What is everyone terrified about when they hire a tradesman or technician? Cowboys. More importantly what does everyone want from their electrician, their tradesman? Firstly they want to know that they can do the job. Secondly they want to know they’re not getting ripped off. Thirdly they want to know they are a real, proper person who they can trust. Fourthly they want a professional but not someone who’s so professional that they aren’t approachable.

They want an expert, reasonable every man who is ethical and considerate. They want a mate they trust who has the skills to do what they need doing. So that needs to be your identity. It’s the same process for every business; what do the people want from this company? What do they want from our service/product? What will they use it for? How will they connect, as a person, emotionally, to the service/product? The answers to this are what you need to build your companies identity around.

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