Branding is a powerful promotional tool that has been used by businesses for many years. A strong brand is often a recognisable name, logo, slogan or other characteristic that clearly identifies one seller’s goods or services as distinctly different from those of other similar sellers in the same market. The most effective brands are those that distinguish themselves from similar products and services by positioning their offerings in a particular niche or by positioning them within a larger category or industry.
The strength of brand identity marketing can be further enhanced by ensuring its consistency across all mediums. For example, it is important to create consistent brand imagery – a consistent look, feel and message that impacts positively upon the target audience. One of the most effective ways of establishing consistent brand imagery is to incorporate it into all communications that make reference to your brand or product. This includes all website and print communication, brand marketing material, packaging, advertising and other promotional channels and activities.
Social media is an increasingly important marketing tool in modern times and branding helps to enhance the positive reputation that your company or organisation already has in the minds of customers. Branding helps to lend credibility and a reputation that cannot easily be matched by other businesses in the same market. As social media continues to evolve, more attention needs to be paid to developing a robust social media strategy. A robust social media presence can greatly increase the reach and impact of your brand’s marketing messages, helping to position your brand at the forefront of your consumers’ minds when they are planning their buying decisions.
In recent years, many companies have begun to recognise the benefits of brand marketing strategies and the necessity for creating a cohesive brand identity. Branding experts believe that there are two essential ingredients that make up a successful brand; reliability and exclusivity. Brand identity, or the perception of reliability, complements and supports brand marketing strategies by ensuring consumers understand that your brand is something they can trust. Exclusivity creates a feeling of exclusivity, drawing consumers towards your brand, ensuring your company remains at the forefront of your consumer’s mind at all times.
With a strong foundation of trust and reliability, you are able to use branding techniques to create a more personal connection with your customers. You build an identity that reflects your values, demonstrating to your customers that your business and its products and services are only available to people who have bought from you. The next step is to build a network of loyal customers, demonstrating your credibility as a trusted advisor and the reason why they should select you over your competitors. Branding allows you to take your message to the next level and engage with your target audience. By sharing your story, marketing tips and tricks, creative branding and communication you stand out from the crowd and are able to connect with people who need your help and your product.
Branding also helps to strengthen your relationship with your audience. It provides an ongoing invitation to engage with you and your brand, allowing for the opportunity for dialogue building. It is not enough to present your business as a brand, it must be evident to your audience what makes it unique. Through a consistent message, logo and colour scheme, branding helps to position your brand in the eye of the consumer, helping to make them recognisable. Ultimately, branding helps you make a difference to your audience and build loyalty with your chosen customers.