The 21st century is all about the advanced technology and gaining merits in utilizing the internet and gadgets to the best of its ability. For entrepreneurs, in today’s digital world, succeeding as an entrepreneur means establishing a visible and impactful social brand. With the use of the personal brand, your brand is on its way to having a sturdy ground, but if compounded with social media marketing, this both becomes a powerful tool.

You may be a budding entrepreneur or is already in its mid-game and wants to level up, nevertheless, you should know the ins and outs of branding in the 21st century. Here, we will tackle the rewards and challenges of building a brand in this digital age so as to equip you with knowledge capable of facing other competitors in the industry.

Old vs. 21st Century Branding

You may or may not have noticed but one of the greatest differences between building a brand in the old days versus the 21st century is the need to interact with the customers. As you may have perceived, the 20th-century marketing is more of a one-way street, with companies buying ad time while consumers are idly sitting as they watched the television, read the newspaper or listened to the radio.

However, in this generation, the marketing efforts should be interactive enough to gain attention and get the results. Many businesses are now actively engaging with customers by utilizing different social platforms such as Facebook, Twitter, and Instagram.

So, how do they do the engaging part? responding to negative reviews and offering help to their inconvenience is one of the examples of engaging with the customers. Another example is chatting with the customers on Facebook and answering their queries on Twitter. This is done because businesses know and understand the power of the brand and the need to protect it.

Rewards of Digital Branding

It is undeniable that the digital age in branding has given heaps of benefits towards the succession of one’s business. But what are the main rewards of this type of branding?


As what was previously stated, the 20th century was a one-way street communication. Now, gone are the days of that one-sided communication since brands have embraced an engaging approach to attract customers. The digital branding has allowed greater interactivity where one could showcase a product via hosting a live video on Facebook while responding to comments on-the-go.


Due to the vast connection of the internet, digital branding allows for the convergence of different platforms. This means that your brand’s identity is being unified across the multiple online platforms with different display medium introducing your brand and products to every customer.


Since the digital branding strategy makes you able to reach countless of people in an instant, you will realize sooner that it is easier to expand your brand’s identity appeal to many audiences making your brand’s recognition progress faster in this fast-changing environment we live in.

Challenges in Digital Branding

You will not always benefit from using digital branding. Thus, here are the following challenges that you might face in digital branding:

Reputation Management

Since social media is just a click away, bad customer experience may travel fast on social media. A bad review about a brand, or anything that is in connection with a certain brand can go viral quickly, making the brand’s reputation down in just a day.

In times like this, a quick response is the best policy to fuel down the fire and have a positive outcome. However, in many cases, the brand is the last one to know about a certain issue, making it hard to recover.

Customer Churn

Business can lose customers in a blink of an eye for many reasons, such as service pricing, availability of options, negative or a host of any other aspects of customer’s experience.


Many businesses do not have any control over the content that their employees’ post which is why some businesses have fallen down due to the irresponsibility of some of their employees. It is possible that the content shared by the employees may violate some of the organizational policies and negatively affect the brand’s image and reputation due to the lack of controls.


It is important for a business to be flexible and adaptive especially the world’s trend is rapidly changing. And for a business to survive, one should know how to surf with the current and wave amidst the sea of competitors.

To utilize your branding more, why not add some personal touch in your business sign while incorporating your personal branding? You might want to try ShieldCo Metal Signs as a way to pave your way to the 21st-century branding trends.