Branding in the digital age is as essential as advertising was.
Branding means creating a unique identity for your company with identifiable logos, striking names, catchy slogans and designs. It is crucial to create a statement for your company and establish a name among the competition. It also helps in faithful representation of the business while conveying what consumers expect of your business.
The forms of advertising, marketing and business have changed with the times. The world is currently going through the Digital Revolution. The number of interactions between consumers and companies on digital platforms continues to grow day by day. According to a 2019 report by We Are Social, 45% of the world’s population, almost 3.5 billion people, use digital platforms. Companies have realized the potential of this huge digital market.
Digital marketing alone has become an important factor for companies. When combined with branding strategies, it can draw a lot of attention to the brand. Branding helps digital advertising stand out in the sea of Internet content. Therefore, branding becomes a key element of digital marketing. The combination of branding and digital marketing simply proves to be the most useful for business because it helps in the following ways:
Creating brand awareness
The brand creates awareness among the public and expands the consumer market. It makes people familiar with your brand and familiarity results in a long-term relationship with the consumer. Done right, the brand can provide you with a stable market for your product despite the competition.
For example, an apple or a picture of it instantly reminds us of Apple Inc. There are hundreds of technology companies producing laptops and mobile phones today, but Apple Inc. stands out for its brilliant branding tactics. The brand leaves a lasting imprint on people’s minds that eventually helps the business.
Build brand expectations
The brand promotes a fair idea of the potential of your company. Consumer expectations encourage the company and employees to deliver a product or service that meets the criteria. This, in turn, increases the reputation of the product and helps the business grow.
For example, if a branded skincare product pops up on your screen saying it solves your problems in its catchy slogan, you’re more likely to buy it than an unbranded ad-supported skincare product.
Attract consumers with aesthetic and emotional strategies
Why do people still buy antiques or HMT watches? Why do ads evoke emotions so often? Simple, nostalgic marketing or branding in the fast-paced digital age hits the right cord.
Branding strategies use psychological tactics to reach the consumer. The desire to relive the past and enhance the aesthetic appeal of the experience makes consumers instantly connect with brands employing these branding strategies.
Products like Louboutin’s red bottom pumps are examples of the aesthetic expertise of branded products. The brand sometimes creates a niche of its own that exceeds advertising and marketing.
Draw and attract new customers
Combined with digital marketing strategies like targeted emails, advertising on Instagram, Facebook, Twitter, and other social media, branding can work wonders. It presents a company to consumers, not to the products, but to the idea that remains.
It puts a company in competition with the giants by putting it out there. For a new or future brand, traction translates into action, that is, purchases and participation with the help of the brand.
Building trust is something that advertising complicates, but that the brand solves. Branding makes the company or the product part of the daily life of consumers. Also, the impact of images on memory works like a magic tool.
Brand logos are extremely crucial to branding because once the logos become recognizable, people start to remember the brands. Consumers begin to associate this symbol (logo) with trust and familiarity.
Efficiently reach your target consumer
Each brand or product has its target consumer; the consumer for whom it is designed. In fact, the target consumer is the target of a proliferation of ads and various brands with their marketing strategy. It is highly recommended to enlist the help of a professional brand management team to differentiate your brand from others.
Creative and imaginative branding types and strategies face the sleeves of the pros. Branding campaigns are designed with specific considerations to reach target consumers and beyond.
For example, in a metropolitan city with long hours of traffic, the brand is aimed at commuters. The best example of this is Hong Kong. The creative appeal of out-of-home digital marketing and branding strategies are on the rise there. FoodPanda and Trip (.) Com are examples of two of Hong Kong’s most effective branding strategies.
Digital marketing grabs attention and sells products to consumers. The brand tends to run fast and grab attention instantly. Therefore, the element of the economy of attention is taken into account when it comes to branding. Branding establishes a public image of the brand, creates perspective, and attracts new consumers.
Digital marketing is happening not only on screens, but also on the roads with taxi screens, digital billboards, quick single-panel apps, smart campaigns, and audience interaction, etc., capturing the market from all places. Therefore, the brand is essential for a company that wants to compete.
What aspect of branding makes it the most critical to your business? Let us know in the comments section.