Let’s first understand what a brand is; a brand is not just the company’s logo and name, or even the signature product. It is something much more. Brands today are more important than they ever were. Brands live on even after a product is dead. They epitomize quality, trust and experience.
So what is branding?
It refers to the strategic integration of a company’s culture, vision and mission into the selling of its products and services, creating a personality, and giving it a human face. Today, branding is a vital element of a company’s advertising strategy, and needs to be tackled along with its initial business strategy. Establishing your brand is half the battle won as far as your marketing efforts for your target audience goes. It will also help you in setting guidelines for designing the colour scheme and imagery on your website, social media accounts and printed materials.
Effective branding can help in the following areas:
- Customer service – when the organization knows what their story is and what is important to them, they can make it an integral part of the company culture and direct it proactively towards providing exemplary customer service.
- Recognition and awareness – the visual expression of your brand’s identity helps both potential and current customers to recognize your brand and differentiate it from your competitors. Creating a brand experience fixes the image of your company and creates awareness in the minds of your employees and shareholders as well. Advertising, client service, websites, internet marketing, mobile apps, videos, email marketing, brochures, logos, editorial inputs, word-of-mouth publicity – all this contributes to the brand experience. The more clarity and consistency your branding is, the stronger and more successful it will be. A proficient software development company will be able to create this experience for your online presence.
- Loyalty – perhaps this is the biggest advantage of branding. You may have often heard people saying that they buy only X brand of shirts, or drink only XX brand soft drinks, and so on. The quality of the product, the retail environment, your presence both online and offline – all these factors are responsible for a customer making such a statement; when they feel that “yes, this is what I want, and nothing else will do!”
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