(Spoiler: it’s not about canapés, it’s about business)
Nowadays, every brand has social media. Almost all have websites. Many invest in campaigns.
But only a few have a true digital brand.
And that’s the big difference.
Having a presence is easy. Having a brand is not.
The first is seen. The second is felt, remembered… and becomes a business.
Here are the 7 differences that separate brands that are digitally savvy… from those that are mastering the game.
And if you’re a CMO or Digital Marketing Director, you’d better keep them in mind before your next quarterly plan.
Public presence. Brand positioning.
Presence gives you visibility.
A brand gives you a place in the customer’s mind.
One is there.
The other occupies a clear, desired, and recognizable space.
What to do?
Define your digital brand territory:
What problem do you solve? What emotion do you evoke? What difference do you make compared to others?
Presence informs. Brand connects.
You can explain what you do in a thousand posts.
But if you don’t create an emotional connection, you’re not building anything.
What to do?
Develop storytelling, a unique tone, and content that speaks to the mind and heart of your audience.
Presence decorates. Brand communicates.
Designing beautifully isn’t enough.
If your social media looks like a soulless catalog, you’re invisible.
What to do?
Let each piece have purpose.
Design, yes. But with a message, with hierarchy, with tone, with a clear visual identity.
Public presence by calendar. The brand acts strategically.
Posting every Monday doesn’t make you relevant.
Are you activating content based on purpose or habit?
What to do?
Design content aligned with your funnel, your campaigns, and your quarterly goals.
Each piece should have a function.
Presence measures likes. Brand measures impact.
Congratulating yourself because your reel has 10,000 views? Great. What else?
To do?
Measure what matters: traffic, leads, brand awareness, brand searches, CAC, LTV. The rest is vanity.
Presence speaks. Brand listens and responds.
Having networks isn’t the same as having a community.
If there’s no conversation, interaction, or active listening… you have no real engagement.
What to do?
Activate dynamics, surveys, comments, and DMs with strategy.
Make your brand a character, not a logo that publishes nice phrases.
Presencia delegates to an intern. Marca works with experts.
This is the most awkward point.
Many brands leave their digital communication in the hands of those without a strategy, without a vision, without seniority.
Result? Active networks. Stagnant brand.
What to do?
Outsource smartly:
Work with a strategic partner who understands your brand, your business, and your ambition.
Because cheap, in digital, comes at a premium.
Being digital is not enough.
Having a digital brand is in a league of its own.
One that builds reputation, generates trust… and turns scrolls into business.
And if you’re the one leading that transformation, it’s better to let it start with you.
