a long term goal for a company is to increase brand equity and that is what IMC is all about. In order for a compny to increase brand equity you must have a strong brand. This article talks about how to build that strong brand that you need in order to increase equity and increase awerness of your brand to consumers out there.
The article talks about how whether you are a multi-national corporation making millions or a small business with limited funds, its crucial to understand that you need a strong brand to survive and to succeed! And the first thing that needs to be established is the company's brand identity. This is because it is what fuels the recognition of the brand and amplifies the difference in their competition. Proper design is also needed as it is how people will see and feel about the brand you are running. The logo must all feel and visually voice out what your company is.
The second thing that needs to be done is a brand strategy, if a company have an effective brand strategy it will provide a central unidying idea in which all behaviour, actions and communications are aligned. However it should be simple for all consumers to understand. This includes everyone in the company, and to test if everyone understands this stragtegy just ask everyone in the company to explain it in a few sentences if they fail that means that the idea is too complex and will most likely fail.
Lastly branding, which usually builds customer loyalty and awerenss which means that the branding must be consistent. The article states that branding your company needs to be both online and offline, which is true is this to make sure that those that are not online are able to be exposed by your brand offline which in turn increases your brand awareness.
Giving your business a friendly and approachable face, and helping your customers to solve their daily problems is extremely important to your long term branding, so always be on the lookout for the best opportunities to do so!