An informative read on how to create an effective branding campaign.
According to the dictionary a brand is defined as a type of product manufactured or service provided by a particular company under a specific name. Our definition of branding is more about the experience that a company provides to it's customers from the first moment it is looked upon, till the last goal of customer satisfaction is achieved. The way an organisation is perceived and the general feel around it all add to the definition of a brand. Today in the real world any business owner can tell you about the importance of branding, because for instance an ordinary black shirt can be tripled in price just by the smart placement of a logo that represents a brand people trust in. Think about it ,trust and branding go hand in hand the more a customer starts trusting a brand for its standards the more likely he or she is to return with a longer list of items to buy.
In this post, we’ll explore exactly what branding is and how you can start using it in your business today to greatly affect sales. Stay tuned!
Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.
Know your vision.
Newcomers to branding often look at the end product—the commercial, the banner ad, the website, etc.— and come to the conclusion that it’s all about the creative.
But great practitioners know that underneath any piece of creative that achieves its objectives is a single, dominating insight about what makes their product truly better, and why that difference moves customers to action. This is what strategy is all about.
Before all you must realise the vision behind your brand i.e. what your brand hopes to accomplish in terms of long term goals and the reason behind the inception of the brand. Before the how's the why's must be answered yet many brands make this mistake and head to the branches before they establish the roots.
A vision is what primarily differentiates your brand from the market the reason you stand for the standards you adhere by the content you spread and also greatly by the way your organization effects society.
A product can be easily copied by other players in a market, but a brand will always be unique. For example, Pepsi and Coca-Cola taste very similar, however for some reason, some people feel more connected to Coca-Cola, others to Pepsi.
Let’s illustrate this again with our water example. The product sold is water, but in order to convince people to purchase a particular water, companies developed different water brands, such as Evian, Perrier, Fiji or Volvic. And each one of these brands provides a different meaning to the product water:
- Evian makes you feel young
- Perrier is refreshing, bubbling and sexy
- Fiji Water is pure, healthy and natural
…and so on. In the end, a brand is a person’s gut feeling about a specific product or company. Each person creates his or her own version of it, and some brands increase or decrease in popularity because of how consumers feel about them.
Know your target audience.
Once you have a mission in mind,now u need to realise which part of the population will your products or services resonate with the most and accordingly brand your company around that.For example if it is a product for adults, certain kinds of colors and fonts can be used that are more appealing to adults where as if it is for the youngsters it can be bright and full of the spirit of youth.It is very important for you to research and decipher your target audience as it will be most important while uncovering your brand.
Brand Disruption as a Business Framework for Future Growth in an array of branding terms, disruptive branding stands separately.
While terms such as brand values, brand positioning, brand identity occupy a definite space in the branding realm and relate to all the different ways companies use branding to build, promote and sell their products, brand disruption is different.
Brand disruption isn’t a practice businesses engage in after the company or product is born. Brand disruption gives birth to the company.
Business is built around long-standing beliefs on how to make money. In a disruptive age, established business models become obsolete because brand disruption breaks existing patterns in the market.
Brand disruption forces businesses to look at profitability from a different perspective. It challenges our preconceived notions about how we approach business and brand building.
Disruptive brands are often outsiders, who see industry rules as fluid so they devise better ways to conduct business and make money.
Disruptive brands question our lifestyle choices. They make us see the world from a different point of view, instil new behaviour and show us the positive effects of new behaviour.
How to Use Your Brand Values to Drive Unwavering Customer Trust and Commitment
“It’s not hard to make decisions when you know what your values are” – this statement once expressed by Roy Disney highlights the most important function of brand values that a lot of business leaders, owners, managers and entrepreneurs, unfortunately, tend to forget.
I understand why they often aren’t given the attention needed because sometimes it’s a struggle to come up with brand values that really mean something to your ideal customers or they’re simply not seen as important enough to prioritise.
The fact is, brand values aren’t merely a superficial marketing term. Brand Values are key to your brand’s success because, when developed properly, they provide clarity at a strategic and operational level and shape organisational culture. They help differentiate your brand from your competitors so you stand out.
Brand values drive faster more effective decision making and, most importantly, earn customer trust. Trust in your brand is critical because customers don’t buy brands they don’t trust.
Brand values are the standards you live by and believed in, that drive the way you do things as a business — they guide what you will and won’t do as a brand.
"The fundamentals of marketing will not change, but elements of the marketing mix will become more skewed towards the present expectations of the consumer".
And finally, we will see more topical advertising and not stories which have no relevance with the present, or the immediate future. To summarise, the fundamentals of marketing will not change, but elements of the marketing mix will become more skewed towards the present expectations of the consumer.
Conclusion
In conclusion just be honest and real with your customers.As they say honesty is the best policy Keep it raw and simple and efficient. Dont forget to drop some comments and let us know your thoughts about this post. The knowledge in this blog has been researched and accumulated for your benefit it is designed to enhance your perception towards the idea of branding.
