This is how the digitization of corporate design succeeds

Although many companies are currently working on their digitalization, they have not yet focused on the digitalization of their brands. According to the digital agency Arithnea a mistake. If the brand is not developed further, it will not work in the digital world. Arithena shows how digital corporate design can succeed in five points.1. analyze the customer journeyNo brand really has to dance at all digital weddings. Therefore, the customer journey should first be analyzed to find out at which touchpoints a company wants and needs to appear. Only channels that are actually used by the target groups and where the brand is credible and relevant should be selected. The ideal presentation for each of these touchpoints can then be determined on this basis.2. incorporate the Internet of ThingsWhen analyzing the customer journey, companies should also consider new touchpoints in order to be prepared for future needs today. The Internet of Things in particular is creating numerous new channels that are likely to become widespread in the near future. One example of this is head-up displays in connected cars. If a driver is looking for nearby petrol stations, service stations or hotels, for example, they would ideally like to be able to see which chains they belong to and therefore have the brand displayed.3. targeted adjustmentOnce the relevant digital channels have been identified, the corporate design can be specifically adapted to their requirements and framework conditions. On websites, for example, the logo is always on the left-hand side; to avoid confusing users, companies should stick to this, even if it is always placed on the right in their print designs. The color spaces may also need to be coordinated, for example if a logo always has a white background in the print environment. On websites, for example, this would take up unnecessary space and head-up displays generally require a transparent background.4. transform without compromisingThe key challenge in adapting the corporate design to the digital world is to make it usable for other touchpoints without abandoning it. The brand must be transformed, but must not be compromised in the process. This can be achieved primarily through the clever use of the existing shapes and colors of a corporate design. It ensures that the brand works perfectly on every channel and is still immediately recognizable throughout the entire customer journey.5. increase usability and stand out from the competitionA creative approach to the brand can also optimize the customer experience in digital channels. If, for example, the colors and shapes of a logo are split up for user guidance, this enables an even more positive brand experience and thus ensures competitive advantages. For example, the different colors of the logos can be used to signal to users that they are in different subject areas or have just switched from the corporate website to the online store area.