ABSTRACT
At the foundation of digital strategy, as for all customer-facing strategies, lies the brand and the sentiments it provokes along with the organization's understanding and buy-in of its mission, vision and values. An understanding of this symbiotic relationship between brand and digital strategy is a key success factor because clarity of message, tone and self are essential for relevant engagement throughout your digital ecosystem. Well-crafted positioning and segmented and persona-based value propositions allow us to capture the attention of your target audience's non-linear search for information. A digital strategy can become pure mechanics without a well-articulated brand to back it up. Distortions and mis representations of the visual language of your brand are the easiest to identify where templates, fonts, image use and other tangibles have deviated from the guidelines, thereby posing an unaligned and sometimes confusing image to symbiotic relationship or in worst case result in situations where the brand's visual language becomes less defensible to plagiarism and other abuse.
