Branding is one of the important processes of marketing. Be it a big business or a small one branding has its say everywhere. Difference between branded and non branded goods or services can be seen and felt easily. In today's world of internet and technology as much easy it has become to communicate that much difficult it has become to be seen as committed to that communication.
Its not like once you have created or developed a brand and now rest of your life you can bank upon
that. The business has to continuously evolve its brand with time. Some of the brand building strategies are as follow:
1. Define the brand: It includes how a business sees its brand and what are the traits it want to be associated with it. How it want the consumers to look at and feel about the brand. What values of the firm they want to attach with the brand. It helps in defining the brand.
2. Composition of brand: Here the firm has to decide upon the things that present the brand to the outer world. Like brand name, logo, colour, design, music, etc.
3. Target and positioning of the brand: Once the brand is ready now here comes the step to make it open to the world and present it to the consumers. Now comes the question how to covey the values of the brand to the consumers. Advertising is one of the ways to do it but only advertising can not do the work. Business needs to show its values through its product, services and conduct.
Not only consumers but employees are also a vital part of this brand building. The conduct an organisation does with its employees is seen in their interaction with the consumers.
4. Review the brand: After the brand has been exposed to the market it needs to be reviewed periodically on the grounds of company's philosophy which may change with time, its effectiveness, its influence, the value it holds for consumers, competition, etc.
5. Reaffirm the brand: If any changes need to be incorporated it should be as business is an ongoing process and needs and wants of consumers changes with time. New demographics occur with new thinking which needs to be addressed without delay.
The brand should be relaunched with freshness and new values.
Apart from above I would like to share some new age branding strategies which I recently read in an article on www.forbes.com contributed by Glenn Llopis:
1. See consumers engagement that others don't.
2. Establish an identity that is easily relatable.
3. A lifestyle platform that inspires people and communicates hope.
4. Continuous innovation with flawless timing and execution.
5. Promote the genuine spirit of giving.
6. Serve others to leave a legacy.
For reading the article in detail you can click here.
Its not like once you have created or developed a brand and now rest of your life you can bank upon
 |
| Branding |
1. Define the brand: It includes how a business sees its brand and what are the traits it want to be associated with it. How it want the consumers to look at and feel about the brand. What values of the firm they want to attach with the brand. It helps in defining the brand.
2. Composition of brand: Here the firm has to decide upon the things that present the brand to the outer world. Like brand name, logo, colour, design, music, etc.
3. Target and positioning of the brand: Once the brand is ready now here comes the step to make it open to the world and present it to the consumers. Now comes the question how to covey the values of the brand to the consumers. Advertising is one of the ways to do it but only advertising can not do the work. Business needs to show its values through its product, services and conduct.
Not only consumers but employees are also a vital part of this brand building. The conduct an organisation does with its employees is seen in their interaction with the consumers.
4. Review the brand: After the brand has been exposed to the market it needs to be reviewed periodically on the grounds of company's philosophy which may change with time, its effectiveness, its influence, the value it holds for consumers, competition, etc.
5. Reaffirm the brand: If any changes need to be incorporated it should be as business is an ongoing process and needs and wants of consumers changes with time. New demographics occur with new thinking which needs to be addressed without delay.
The brand should be relaunched with freshness and new values.
Apart from above I would like to share some new age branding strategies which I recently read in an article on www.forbes.com contributed by Glenn Llopis:
1. See consumers engagement that others don't.
2. Establish an identity that is easily relatable.
3. A lifestyle platform that inspires people and communicates hope.
4. Continuous innovation with flawless timing and execution.
5. Promote the genuine spirit of giving.
6. Serve others to leave a legacy.
For reading the article in detail you can click here.
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