Branding is today a prerequisite of a successful business. It is, therefore, no wonder that there is a lot of talk about it lately. Often, however, terms of marketing and branding are being confused, justifiably though, because the two concepts intertwine, or more precisely – branding is a part of marketing. Branding is a part of marketing which platform of operation is consumers’ awareness and it represents a kind of battle for position in their minds between different competitors.
In order to your business, product or service be perceived in the minds of consumers as a unique at the market among similar competitors you need to implement the process of branding and that is not possible to do overnight. Brand recognition is the result of hard work, effort, time, creativity and other factors that were planned and systematically invested in it. When done well, the brand becomes an extremely valuable asset that brings consumers’ loyalty, build market share, enables higher prices and increases the value of your business.
Name, trademark or logo, slogan, design are some of the elements in the traditional branding and marketing. When the Internet came on the scene matters become more complex due to increased intensity of communication with consumers and the importance of some other elements, such as a voice of a brand, arises. Ton, the manner in which you address your customers, the language you speak must be consistent with your brand and such that your customers can be able to identify with your brand.
Also, there is more and more talk about the identity of the brand, over the traditional marketing’s brand image. That means that people more often find personality in a brand. Emotional component, therefore, is getting importance in modern branding. Giving a brand a personality allows attribution of various properties such as hustle, humor, youthful spirit, a formality… All this eases development of the relationship between brand and its audience.
Can represent a great illustration of how you should start your branding process. Imagine that you should fulfill this page on your website. The page should consist clear Positioning statement which implies that you clearly define your field of operation (Frame of Reference), then to highlight what are your advantages over competitors, what makes you unique or markable (Point of Difference) and to specify the Target Segment. These three things you should constantly hold in your head during the branding process.
The Brend Core
Define a set of associations that you want to transfer to your consumers’ awareness regarding your brand. It should be consistent in time and to permeate all the elements you will use in the branding process. Of course, the basic picture will expand over time with various details, following trends, etc. But the core should remain consistent in the long term.
Start the communication. Previous steps should help you to ensure authenticity. Choose social network according to that. You need to consider what is the right choice for you. If you create a profile on too many social networks and start branding at all, it may turn out as “a little too much” for you. And this, in turn, will have a negative effect on your brand and create an indistinct noise instead of authentic identity.
Take care of consistency of the overall online
presence both in visual as well as in verbal terms.
Hope these tips were useful for the start.
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