Errol Vas: Keeping your Brand Relevant in a Fast-Changing Digital Age

The evolution of technology is progressing faster than the average consumer can keep up. Computer skills that were learned just five years ago have become obsolete. By the time you buy the newest iPhone, the next version is already being marketed to you. The ability to do just about anything with the tap of a touch screen has changed the way the world does business and it is why many companies have dropped like flies over the past ten to fifteen years. In fact, over 40 percent of the nation’s top companies had lost their status by 2010. Most of these, big and small, did not go out of business because people no longer wanted or needed their products. They went out of business because they failed to adapt to the world around them.

RadioShack and Blockbuster 

Both were brick-and-mortar stores selling products that are still widely used today—perhaps even more so than ten years ago. However, they failed to adjust to the ways of the “new” consumer, a consumer that uses apps for food delivery and transportation services. They did not recognize the ultimate change in purchasing patterns and ultimately lost their consumer base to Netflix, Amazon, and other digital-platform companies.

So what can you do to keep your business afloat with the other 60 percent?

Here are four helpful tips to get you started.

Understand your brand

Keep up-to-date on the good and the bad. Pay attention to what people are saying about your brand. What defines your brand? Does your website communicate that to your consumers? If your brand was a person, who would it be? Define your typical consumer. Is their voice apparent and consistent throughout the content of your website?

It is important to remember that who you are in the digital world is just as important as who you are in the physical world. Your ideal consumer should find himself or herself relating to your online brand. The content should be engaging and relatable.

Engage with your audience

Social media platforms allow you to engage with your consumers and express the persona of your brand. A successful brand has a strong social presence. How are you influencing your customers on a daily basis aside from the point of purchase? Platforms like Facebook serve as an outlet for businesses to let the personality of their brand shine.

Email marketing may clutter your inbox, but there’s a reason why nearly every business does it. Simply put, it works. Most people check their email at least once a day and, now, smartphones have created a dependency on things like email and Facebook. While email is not as passive as Facebook, it does have a guaranteed reach.

Don’t be afraid to try something new

Ask yourself what other brands in your space are doing to better themselves and how you can set your brand apart. It is important to survey your industry and look at what your competitors are and are not doing.

Create your brand strategy

Now that you’ve taken some time to study your brand, is there room for improvement? Does your online presence say everything you want it to? Ensure to use all available resources to brand your brand from “good” to “great”. For more information visit

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