Brand creators have one goal – to make a brand that will stand out and stick in people’s minds. To do this, it must have a distinctive look that sets it apart from other companies. It must be consistent wherever it appears – online, in its website and in social media and offline, on billboards, flyers and other traditional media. It must carry the message of the company in a clear and concise manner, using words or images that are simple and easy to understand. More importantly, it must have that ability to connect emotionally with people through the message it delivers. Brands represent the company’s values and principles, and when people feel the connection to these values, an affinity is formed that creates a bond between them and that certain brand.
Benefits of Brand Marketing
The next step after brand building is its marketing. First, define your target audience. Much as you are tempted to cater to everyone, focusing on a niche market betters the probability for success. Defining your target market is best done by market research and analysis. A brand is represented by a logo or a slogan or both. There are certain rules for making a logo or slogan, based on people’s general preferences and the attraction-grabbing factor. Whatever logo or slogan you finally decide on, the fundamental guideline for both is the embodiment of the message it aims to deliver, using simple and clear language and images.
It is unwise to disregard the role of a brand in the marketing strategies of a company. When you have built a successful brand, sales and profits increase and your company gains a foothold in the industry you are in. Hence, the effort of doing extensive market research and identifying your target audience will be all worth it when you harvest the rewards of brand marketing. Here are the advantages you get from an effective and compelling brand:
- It can influence the shopper’s choice.
- It can create a loyal and regular following.
- It can command a premium price.
- It can spread to extensions in the form of new products.
New Trends for Building and Marketing a Brand
Building and marketing a brand will never go out of style. After all, it defines and identifies the business. However, factors that affect brand marketing are constantly changing to adapt to people’s behaviors and the prevailing sentiment. With consumers now possessing a higher level of discernment and enlightenment, the following trends in brand marketing have been observed. It’s your call as a business owner to take a second look at your current brand and reposition it to meet the challenges and seize the opportunities that the market presents.
Brand accountability – be prepared to respond to issues regarding your brand. The unstoppable popularity of social media has its positive and negative aspects, and any mistake your business makes becomes common published knowledge. Make sure you have plans in place to protect your brand’s name.
Brand credibility – confirming what your brand is promising to its buyers has never been easier today with social media. In fact, a large percentage of potential customers look to Facebook or Twitter for product or service reviews and comments. Leave up to what your brand promises, and deliver.
Brand flexibility – technology has given rise to many changes and your brand should be resilient enough to adapt to these changes instead of resisting and looking outdated. Being flexible yet remaining true to its core values and promises keeps your brand and business current and modern.
Brand visualization – as attention spans keep getting shorter, people turn to images for instant comprehension. This accounts for the success of Pinterest and Instagram. Re-evaluate your brand and shift your focus to visual content for a more compelling come-on.