Introduction to Brand Strategy

Definition of Digital Brand Strategy

Digital brand strategy encompasses the planning and management of all touchpoints to create a consistent, relevant, and persuasive brand perception for the customer. In e-commerce, the brand is primarily experienced through the Product Experience (PX) and the Customer Experience (CX). Thus, the brand strategy forms the strategic foundation of the digital business model.

The Relevance Challenge

Most commerce teams struggle with symptoms such as rising CAC, declining conversion rates, and interchangeable product pages. Relevance is the key to solving these problems.

Relevance is defined as the ability to understand a customer's context, meet their motivation, and provide content at the right moment in the right form.

Tailor-Made Product Content (TMPC)

TMPC is the methodology developed by Y1 to scale relevance and operationalize the digital brand strategy.

What makes TMPC:

• Context instead of Mass: Content is tailored to the customer's motivation, situation, and usage moment.

• Connecting CX & PX: Customer Experience and Product Experience are thought of as a unit.

• Intention instead of Segment: The question is asked, "What does the customer want to solve right now?" instead of just "Who is the customer?".

• From Data Point to Story: Product data becomes arguments and experiences that facilitate decisions.

In the context of brand management, a Content Management System (CMS) allows for the maintenance of brand and campaign content.

Y1 as Strategy Partner

The work of Y1 Digital AG is based on the three pillars of Strategy, Technology & Product Content. Y1 does not deliver isolated measures but a system with which brands can scale relevance.

Strategy & Enablement (Strategic Foundation)

Y1 creates the strategic and organizational foundation for digital brand relevance and provides clarity on where relevance is missing and how it can be built systematically.

• Development of e-commerce strategy & roadmapping.

• Definition of relevance KPIs and success measurement.

• Analysis of customer journeys & touchpoints.

• Development of TMPC roadmaps and target images.

• Business case design to assess where TMPC contributes to conversion, costs, and CLV.

• Development of organizational & role models.

Product Content Creation & Orchestration (Brand Storytelling)

Y1 develops content that not only explains but sells, and orchestrates the delivery to make product communication contextually relevant.

• Development of content frameworks for TMPC (Personas, Intentions, Contexts).

• Creation of product stories, visuals, and modules for dynamic product pages.

• Orchestration of delivery across PDP, CRM, campaigns, and other channels.

• Continuous optimization based on data and tests.

• Consulting on AI-supported data enrichment and generative product texts.

Brand Experience Design & CX

Y1 ensures that the brand message is optimally conveyed through a seamless user experience (UX) and consistent visual design (UI).

• Conducting customer journey mapping.

• Development of design systems (Atomic Design) to create visual consistency.

• UX/CX diagnostics and touchpoint analyses.

• Implementation of digital corporate design systems.

• Process optimization from the customer's perspective to create seamless customer journeys.

• CRO (Conversion Rate Optimization) for measurable and iterative improvement of user guidance.

Technology & Data (Scalability of the Brand)

Y1 builds the technical foundation to enable Tailor-Made Product Content to be scalable and make product communication contextually capable.

• PIM/PXM architectures and data models that make product data usable.

• Setup of systems that create contextually relevant content from data.

• Integrations into shop, CMS, CRM, and marketing automation.

• Automation of workflows around product data and content.

• Development of app UX & UI as a central touchpoint in digital commerce.

• Consulting on system architecture (interaction of commerce, PIM, CMS, DAM, CRM).