Branding is a tool to help differentiate a company or product. It creates an association with an image, a jingle, or a tag line to keep in the public mind.
Consumers are bombarded with advertising everywhere, desensitizing them to most of it. Commercials and ads are tuned out, making it more difficult to attract and maintain consumer attention.
Markets have become increasingly competitive, making branding even more
important. The image that is conveyed to the customer should encompass your
company’s essence whether it be clever or catchy; it demonstrates something about
the company. The logo is the foundation of the brand, and all the surrounding
materials about the company or its product should incorporate that logo and
express that brand.
Since branding is such a powerful marketing strategy, determining how companies
wish to be perceived, it needs to be used wisely, honestly, and consistently.
Research is key. Incorporating the company’s mission with what a customer should
be aware of about the products and services along with determining the target
market and its needs are necessary for creating a public image. Once the answers to
these questions are known, a branding strategy can be developed.
In order to keep the consumer focused on the brand message, it is critical to managing the
consumer engagement. With the advent of social media, there has been a major
shift in traditional advertising effectiveness to create brand loyalty. People are
swayed by the experiences of others, even if the information appears in an
untraditional location. While it is obvious that a friend’s Facebook postings and
Amazon comment sections are perused before purchasing, other sites are also
influential. Reddit, Youtube, and Twitter have played a major role in purchasing
decisions. Videos of cats on Roombas and Snuggie memes have had an impact on
the brand association, as has Nissan’s failed AMA session on Reddit. In order for
branding to be effective, it has to demonstrate the integrity and reliability of the