Digital branding is more than just having a Facebook page, though that might be a good place to start. Beyond the standard strategies, Search Engine Land had this article I saw on Twitter that I really liked, listing seven of the most often overlooked branding opportunities and I agree with all of them. I think the most often overlooked and missed opportunity is in the email (#1 in the article). Emails should absolutely be descriptive, effective, and always seen as a way to grow your business, make sales, and grow your brand. Emails have been integrated into search results (in a limited capacity/beta test at this point but it will grow – see more information here) and having descriptive, relevant content (beyond basic sale alerts) makes big gains not only in the short term, but from a branding standpoint. Now, how well the search results and emails tie in together, only time will tell. But the efficacy of email as a branding tool has been proven over and over again.
What branding techniques work for you in search? In social media: YouTube? Twitter? Facebook? Email? Search?
How do you define your brand?