Digital branding

Digital branding is a brand management technique that uses a combination of internet branding and digital marketing, online marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content. It has emerged strongly over the last decade along with its roots from direct marketing.
Concept.
As opposed to digital marketing, digital branding aims to create connections between consumers and the products or service being delivered so that brand recognition is established in the digital world. In short, the goal of digital branding is not necessarily driving sales, but enhancing the awareness, image, and style of the brand. Digital branding in turn drives long-term customer loyalty.
Brand establishment involves four key points:
Digital branding channels.
According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser one's core objective is to find channels which result in maximum two way communication and a better overall ROI for the brand. There are multiple online marketing channels available, namely:
Personal digital branding.
As social media platforms have been established and have evolved over the last couple of decades, digital branding has become personal. Individuals have taken to social media to brand and market themselves in building their personal and professional lives. Consequently, boundaries between the personal and professional are fading.
Those who participate in social media sites should be aware that their social media content is public and may be accessed by colleagues, clients, and other professional references. Many universities and workplaces have established social media policies. A well-curated social media presence may be attractive to employers, while poorly representing oneself is an employment liability.