About

Taipei Digital Group is one of the longest-standing and largest digital marketing corporations in Taiwan. Despite its significant presence in the B2B market and an extensive portfolio of clients, the company remains relatively unknown among the general public. In response to societal changes and the rapid rise of AI technology, the company is seeking new growth directions and aims to refresh its brand identity to increase recognition and reach a broader audience.

Responsibilities

• Developed the brand identity, including purpose, vision, mission, and value statements.

• Crafted the brand story to articulate the company’s journey, goals, and aspirations.

• Defined the overall tone and messaging framework used across the corporate website, service and product descriptions, social media, and other communication channels.

• Created and implemented a new content strategy to manage social media accounts and increase brand awareness.

Challenge

Although the company has a strong presence and an extensive portfolio of B2B clients, it remains relatively unknown among the general public. This created a challenge in developing a brand identity that would maintain the company’s position as an industry leader while making it more recognisable and engaging to a broader audience. Additionally, the marketing department responsible for promoting the brand was dissolved several years ago. While a brand strategy had previously been outlined, our department was tasked with refining the details and executing the rebranding process. This involved creating a new corporate website as a key digital touchpoint and implementing a content strategy to increase visibility through social media platforms.

Solution

To begin, I identified the absence of a clear brand identity framework and led the development of a comprehensive one that balanced the company’s established reputation with its future ambitions. I wrote clear and concise purpose, vision, and mission statements to provide a strong foundation for all branding efforts. I also created a unified brand story that highlighted the company’s founding, evolution, and expertise in digital marketing while positioning it as a forward-thinking, AI-driven leader.

For the website, I established a consistent tone and voice that reflected both professionalism and creativity, ensuring that the messaging resonated with B2B clients as well as general audiences. I also collaborated closely with designers to create visuals and layouts that complemented the content and reinforced the updated brand identity. Together, we built an up-to-date website comprising over 40 pages that featured the brand identity statements, a comprehensive list of services, and new business developments.

The content strategy mainly involved reimagining the management of the company’s social media accounts to raise brand awareness. Our department designed and planned a few new series of posts to showcase the company’s expertise, achievements, and services in an accessible and engaging way, primarily targeting B2C customers and potential job applicants. This initiative included posts tailored to different audience segments, ensuring that the messaging was relevant and valuable to both clients and prospective customers. Since implementing this strategy, our social media accounts have seen a substantial increase in engagement and interaction.