Consumers have always determined a brand’s equity. And with the power of blogs, rankings, ratings, and social platforms, “we the people” can now influence our fellow shoppers’ decisions instantly and permanently.

Digital branding addresses this new reality. It still begins by identifying a singular position, creating graphic standards, and establishing a distinctive voice. But now that voice doesn’t just tell a story, it also responds. All the separate strategies and tactics in the sales cycle (consumer communications, public relations, promotions, shopper marketing, and customer relations) all have to contribute to a cohesive and coherent conversation that includes your potential customers. Integration across mediums and consumer segments is no longer an idealistic objective. It’s a business requirement.