For a winning strategy, online or offline branding?


No matter how good your marketing strategy is, there’s always a way to iron out a few kinks that will surely improve the results of your actions. One way to do this is to decide what focus to give to each of these aspects – online and offline. To make this decision, and define the right strategy, it is necessary to understand what each of these aspects are, their advantages and disadvantages and, most importantly, how to use them.

Branding? What does branding mean?

The concept of branding is related to the process of building the image of a brand and even the brand itself. It concerns elements such as the name, logo and symbols, linked to the brand identity.

Companies that have a consolidated positioning, a strong corporate identity and high market value will most likely have a very solid visual identity. In practice, using branding strategies is a way to strengthen and make even more evident the power of a brand.

Online branding?

Online branding covers the use of various digital channels and tools to spread a message about your company’s brand, products or services to your existing and potential customers.

Essentially, the goal of digital marketing is to place your message in the digital hotspots that your potential customers typically frequent.  

Examples of online branding:

  • Email marketing: the use of email to promote branding, alongside websites, is the oldest form of online promotion
  • Google Ads: These are a cost effective option and offer various analytical data to measure performance (because yes, performance is what really matters).
  • Webinars: People are always willing to learn new things and know how to get the most benefit from your product/service.
  • Social Media Marketing: The biggest advantage of this tool is that it is free.

Offline branding?

Offline marketing encompasses, by contrast, the methods of promotion that were used before the internet. The television, press and printed materials. It will be very risky to disinvest from these media. In fact, for some audiences and ranges of services or products, these media are the ones that really encourage action.

In practice the objective is the same as online branding, it will simply be the traditional media being used as a brand positioning tool.

Examples of off-line branding

  • Billboards: these large physical formats grab the public’s attention and obviously still work very well in today’s digital age.
  • TV advertising: A good ad sells your product now and years from now. Who doesn’t have a favourite TV ad?
  • Seminars: If your area is B2B we introduce you to your next communication action.

Advantages online branding:

  • Accessibility;
  • Accuracy in communication;
  • Greater reach;
  • Measurability;

Advantages offline branding:

  • Builds relationships;
  • Attracts attention quickly;
  • Broadens creativity;

The truth is that the vast majority of brands benefit from the versatility that can only arise from the coexistence of all promotion “weapons”. Opting for only one of these aspects may prevent your brand from reaching better results. Analyse all the options at your disposal and make an intelligent decision.

By: Gonçalo Figueira, digital marketeer