How to build a digital empire

One of the most common questions I’ve come across is when is a brand to build a second website, second Facebook page, or even a new logo to support a new initiative, event or approach. The bigger question I’ve deal with in the past is when to create a new sub-brand.

And my answer is generally: never.

This question comes up really as a silver-bullet way to grab a new audience, new attention or an additional revenue stream by branding up something new.  But think about this: there is no legacy, credibility and certainly no advocates there. Your brand, even your personal brand, is probably full of these – and most of the time, the best approach to continue building your own empire.

For the most part, it’s actually new-er companies that begin to go down this path, and many of the more established agencies and brands have been down this path a couple of times. And sure, sometimes it pays off. But for most, it wasn’t worth the time or the energy.

So, how to build your empire?

Create a legacy: Not just about what you stand for, but what is your brand going to be remembered for.

Be realistic: what do people say about your brand when you’re not in the room?

Let SEO guide you: search engines understand the value of where you fit into networks of influence and authority. Building digital assets that are optimised for search will guide you into how to build a brand at the same time.

Create a death star: if it’s your website, Facebook page or any other digital asset, focus on building on that can serve your priority customers, readers or audience the best.

Be true to your brand. That’s authenticity. Build what you came here to build and focus. Be disciplined and stop talking and start doing.


Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.