Digital Branding

Definition

Digital Branding

the activity consisting of the cohesive collection of all tasks that are primarily performed to create or improve the customer’s digital brand

Classification

As illustrated in the preceding figure, Digital Branding is part of the following inheritance hierarchy:

• Type: Abstract
• Superclass: Engineering Activity
• Subclasses:
  • Digital branding of a commercial product (e.g., system, application, or component)
  • Digital branding of a Website

Responsibilities

The typical responsibilities of digital branding are to:

• Produce a new digital brand that best achieves the customer organization’s strategic goals.
• Ensure that the customer organization’s new digital brand:
  • Promotes the customer’s reengineered business.
  • Improves the customer-user relationship.
  • Consistently conveys the proper message to the customer’s target users.
  • Is appropriate for the customer’s applications.

Preconditions

Digital branding typically may begin when the following preconditions hold:

• The business strategy phase has started.
• The digital branding team is initially staffed and adequately trained in digital branding.

Completion Criteria

Digital branding is typically complete when the following postconditions hold:

• The customer has an improved business object model.
• The customer has improved business processes.
• A program of new applications supporting the customer’s reengineered business have been launched.

Tasks

Digital branding typically involves the following producers performing the following branding tasks:

• Digital Branding Team, which performs:
  • Customer Brand Analysis
  • Competitor Brand Analysis
  • Digital Brand Production
  • Digital Brand Documentation

Environments

Digital branding is typically performed using the following environment(s) and associated tools:

• Development Environments:
  • Word processing tool
  • Graphic design tools
  • Human interface prototyping tools

Work Products

Digital branding typically results in the production of the following work products:

• Informal Work Products:
  • Interview Notes
  • Digital Brand Board
  • Digital Brand Prototypes
• Deliverable Work Products:
  • Customer Brand Analysis
  • Competitor Brand Analysis
  • Digital Brand Description Document
  • Digital Brand Communication Plan

Phases

Digital branding tasks are typically performed during the following phases:

• Business Strategy: Completed
• Business Optimization: Iterated
• Initiation: Iterated
• Construction: Iterated
• Delivery: Iterated
• Usage: Iterated
• Retirement: Not Applicable

Guidelines

• This activity is documented using the typical configuration for large projects. It is intended to be configured (i.e., instantiated, extended, and tailored) to meet the needs of specific projects.
• The preconditions of this activity should be the union of the preconditions of its constituent tasks.
• The completion criteria for this activity should be the union of the postconditions of its constituent tasks.