The importance of branding
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What is Branding? And Should Small Businesses Care?

What is Branding? And Should Small Businesses Care? | The importance of branding | Scoop.it

Branding is what creates customer loyalty...it is what keeps consumers loyal and buying repeatedly.

 

It is something that triggers associations in our minds. Branding is about creating an identity. It’s what sets one company apart from another. In short, it tells us what we can expect from that company. It’s about the perception people have of the company...Your branding is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality...

 

Here are 4 low-cost actions you can start on today to help your small business create, build and reinforce brand:

1) Start with clarifying what your brand stands for.
2) Audit your marketing materials.
3) Demonstrate it with stories.
4) Use colors, symbols and other elements to create visual associations.


Via Ashok Ramachandran
Alysse Woodward's insight:

"What is Branding? And should small Businesses care?"

 

Branding... for some branding could be a vague term, for others branding is a vital aspect of any business no matter how big or small.

 

What is a brand?:

“What sticks in your mind associated with a product, service, or       organization — whether or not, at that particular moment, you bought or did not buy.” (Campbell, 2013)

 

Why is branding important?


1. Branding is all the elements that make up a brand, colours, words, logos, anything that can be associated with your brand when people view this element. 

For example, Coca-cola: logo, red and white use of colour, share the happiness. 

 

2. A brand creates a perception for a company. 

 

3. A brand creates value for a business. WHich in theory creates customer loyalty.

 

4. Branding promotes awareness.  

 

In terms of IMC a brand is the fronting of a business. People with good associations to that brand will become loyal, if your brand holds negative connotations people will be less likely to engage with your business.

Branding sould reflect a consitant message that reflects your business. A brand will also build brand equity for a company - building value for the business. The importance of branding vs IMC reflects that the more awareness a brand reflects the more the brand will be known. A brand should aim to become the evoke set; if a customer was to purchase a product from your category they would automatically choose your brand without thinking about another. If a brand can engage in all the above -  branding has been done successfully with the intergration of IMC. 

 

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:05 AM

"Branding is about creating an identity".  Branding is about telling people what you are. With a good branding strategy, it able to increase brand recognize, brand loyalty, brand preference..etc in customer' mind. No matter the size of the business, branding is always essential for business. @Ashleigh Ali

Mathew Weir's comment, October 1, 2014 8:34 PM
Branding can be described as sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy. Its about creating an identity. Brands such as Nike and Adidas have created a strong identity with the tick and three stripes. It is also about creating consistency within e.g Starbucks. No matter where are in the world you know you will be getting the same product. In saying consistency is much easily created in a small company
De Brabander Marjorie's curator insight, April 11, 2015 6:17 AM

Good explanation of what branding is!

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Battle royale! Which of the world's top 10 brands is biggest on social?

Battle royale! Which of the world's top 10 brands is biggest on social? | The importance of branding | Scoop.it
"Brand" will always be a nebulous term. Arguments rage about its true value.

Via Carla Bulhões
Alysse Woodward's insight:

"Battle royale! Which of the world's top 10 brands is biggest on social?"

 

Big Brands need to engage in large social activity.This article takes a look into the world's top 10 brands and who come sout on top socially. 

 

The role of IMC in branding plays a major role in developing and sustaining brand identity and equity - the more familiar a brands name, logo, symobols, performance etc becomes the more connection a customer will have with that brand - hopefully to eventuate in brand loyalty. BUT does becoming socialy involved with customers play a part in this? IMC plays a role in developing and sustaing a brand inparticular identity.

 

This article states there is little doubt household name brands will improve chances of social success - the question is how far will they take you? 

---> The outcome? "Social is driving a change in brand behaviour, and ultimately rewards publishing models, as audiences engage with new content."

 

Social engagement is the IMC theory thoughout this article and promotes the importance of branding vs the importance of social engagement. 

- Social Media.

 

Through facebook - Coco-Cola take out the highest position with McDonalds and Google following behind. Coco-Cola identifying where their valuable customers are easily targeted.

 

Using twitter Google hold the largest followings - Google engage customers by tweeting interesting/inspiring things to read as well as product updates.

 

Through visual content - Pinterest, again Coco-Cola hold first place. By comunicating through images the brand can promote their identity, brand and iconography. This is also a gate to free advertising.

 

LinkedIn a business network is a clue to individuals to get there name out their and create a professional social networking platform. For big brands as such LinkedIn can be used for active recruitment strategies  and company updates -  this may provide value and recognition for companies while engageing in social activities.Google taking out first place.

 

Initially brand power influences brand following. By actively contributing socially though various social channels companice can intergrate social engagement though IMC strategies and ultimately result in higher customer engagement and brand loyalty.

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Peggy Yao's comment, August 6, 2013 8:09 PM
It is interesting about how will household name brands can improve the social success, also the connection between the importance promotion of branding and social engagement. There is also a clear and simple description of how international brands engage themselves in the social media and what level are those brands located in mass media environment. Other interesting result I have seen in the article is the difference Internet sources those organization have used due to the various segmentation they are targeting and the company core value.
I totally agree that a big company like LinkedIn should increase their value and brand awareness by using active recruitment strategy, it benefit the company to staff vacancies by using e optimum mix of channel, process and advertisement, it also recruitment the cost by utilizing channel and process which contribute most. Moreover, it is also a great perspective to actively contributing socially though various social channels companice to intergrate social engagement though IMC strategies and result in higher customer engagement and brand loyalty.