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Scooped by Duchon Filipo!

How to Build a Strong Brand - Make your ideas Art

The importance of branding in the modern corporate world is undisputed.
Duchon Filipo's insight:

This article stresses the importance of the strength of a brand. As the focal point of IMC is brand equity, how a brand is portrayed is very important. This article explains a step-by-step process of how a strong brand is constructed. Brand identity determines how people perceive and feel about a brand. Therefore, all online and offline forms of communication must portray a consistent, distinct and clear message. Brand strategy should also provide a unifying idea throughout all channels, campaigns and tools both internally and externally. Branding should build awareness and customer loyalty using both online and offline channels. Offline channels such as involvement of charity events and providing customers with high-quality giveaway items. Online social media platforms such as Facebook, YouTube and Twitter can help promote a brand. However, online content should consist of 20% of information about the company and 80% should be about value and show how useful your brand is to potential customers. Overall, in order to obtain long-term brand equity, organisations need to portray a friendly and approachable brand to consumers.

Lora.Waqabitu's comment, August 13, 2013 11:07 PM
I’m on the same page with you Georgia and Duchon in terms of the importance of building a strong brand strategy because it can lead to loyal consumers. Looking at Coke and Apple where they have a strong brand strategy both online and offline we can see. With the offline advertising I agree with it being at festivals and charity’s because it’s in a more relaxed environment and people are more open to receiving and engaging in the advertisement. I’m the same Georgia hate being bombarded with ads. I also like how the article says to test the employers to see if they understand it I think it’s crucial that everyone on the team is on the same track with what is trying to be achieved with the brand strategy.
Sean Peh's comment, August 22, 2013 7:46 AM
Hi Sisyliana and Onnie, great article on branding. So basically, this article emphasizes on a company's long term goal which brand equity and branding can be a huge factor in achieving the long term goals. To have a stronger brand equity, firstly the company has to put in more effort and be consistent with their advertising. This would help create more brand awareness and consumers would spread the word which might create more loyal customers. All of this will help the company to make more profit in a longer term.
Onnie Wongchanon's curator insight, August 22, 2013 11:00 PM

This article depicts the discussion on branding within the corporate world and the importance of understanding branding for success. The discussion varies in focus from small businesses to muti-national corporations with different cash assets.

The article states that brand identity is what makes the brand recognised and sets them apart from other brands which are similar or connected. Brand identity means that the company must be engaging as it plays big part on how people perceive the brand in general.

The next step discussed in the article is effective brand strategy as communication in relation to behaviours and actions must be clear and percise; otherwise the strategy is highly likely to unsucceed.
The last part of the article is signifiantly focused on branding itself such as customer loyalty and awareness through the strategy of various marketing campaigns.

Scooped by Duchon Filipo!

The Importance of Branding - Make your ideas Art

The Importance of Branding - Make your ideas Art | ALL ABOUT BRANDING |
Branding is regarded as one of the main aspects of marketing in the present time. Branding is by no means a new concept. Scientists have uncovered evidence of product branding that dates back to 5000 B.C.
Duchon Filipo's insight:

This article highlights that branding is one of the most important aspects of marketing today. The most effective part of branding is a businesses’ advertising and promotional strategy to portray the business as an honest source. This is so important that it is recommended that businesses hire design agencies to create brand awareness and contribute ideas which could benefit the brand. Moreover, design agencies are also able to help with developing a branding strategy using social media platforms in order to promote a brand. Another important factor of branding is the graphics as consumers usually use graphics to associate with a brand. This includes the importance of colour, appearance and image of a graphic.

Lora.Waqabitu's comment, August 6, 2013 9:55 PM
I agree Duchon, in the fact that branding is one of the most important aspects in marketing. The fact that it is the one thing that will be shown on all products promotions and advertising means that it crucial that the image, colour scheme font or design show what the company is all about that the association can be made and that it is a positive association. John makes the point that hiring a graphic design is important but more importantly is getting them to understand what you’re trying to portray as a brand and how you want that to come across in your logo.
Georgia Mackay's comment, August 12, 2013 8:39 PM
Duchon, this article I found very interesting as it helped me to piece together a little more of the marketing and advertising world by adding design firms into the mix. The article really gets into depth about the wide variety of services different design firms will offer. It makes sense of course not to settle when choosing somebody or a firm to help with branding, because as mentioned by both you and Lora, branding is one of the most important aspects of marketing. It also is important to note, I think, the point the article makes about using different mediums for the branding, such as online, and printed.
Duchon Filipo's comment, August 13, 2013 3:16 AM
Definitely Georgia! An ideal IMC campaign should portray a distinct, consistent and clear message throughout all forms of online and offline channels and mediums. It is vital to portray a consistent message. An example of an unsuccessful campaign is BNZ's good money bad money campaign as it was inconsistent from its previous campaigns which ultimately caused confusion amongst the public and there was no significant increase in demand. This example is a great indication that a consistent message is very important.