What is Branding in Advertising ?
Making product successful in the market may seem like a challenge but, company can handle such challenges through appointing PR Agency to manage their brands. There are multiple benefits of Advertising as effective communication can empower brand and its reach in the market.
Understanding branding in simpler term: The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme is called branding. Though the process of creating communication is tedious but, branding is a way to establish a significant and differentiated presence in the market for maximum reach and maximum market share.
The definition of branding varies from one expert to another. In many cases, marketing and branding are two areas where experts fail to present us with consistent answers to simple questions. The School of Visual Arts “helpfully” provides you with 100 different definitions from 100 different experts.
The famous Brand expert ‘Denise Lee Yohn’ recently tried her hand at differentiating advertising from branding by defining the terms, along with closely related words like marketing.
Marketing is the process of developing, promoting, selling, and distributing a product or service to a target audience. Without knowing who your marketing efforts are geared towards you can’t effectively market. Every action must be undertaken with the target customer in mind.
Brand — The blend of values and attributes that describe the unique value a company, product, or service can be described as branding. A brand is a perception of a company, product or service. It’s not a bundle of things; it’s one thing, a perception.
Like all perceptions, brands live in the mind. They aren’t tangible, physical things. In fact, their intangibility is what makes them so powerful.
A company who thinks their logo is their brand is in for a rude awakening. The brand is the perception living in a customer’s mind. That perception is influenced by every aspect of the company, including the name and logo. All touch points must align with the perception the company wants to create.
This is why some experts, like Al Reis, will tell you that marketing is branding. If a brand will be influenced based on the product, the promotion, the placement and price, then the brand builder —the person responsible for creating the perception — must oversee them all.
What differentiates the brand builder and marketer is the former’s ownership over the perception to be created. When an organization lacks brand-building leadership, especially if the CEO doesn’t understand that the end goal of branding is to create a perception, marketers move the company forward aimlessly from one product or promotion to the next. The customer never files the company away as a brand, or if they do the company guts the established meaning by launching a product that doesn’t align with it.
The role of the brand advertising agency is to know what the end perception will be. They then utilize a bevy tools, from marketing to advertising, to create it. Once created the brand advertising agency ensures that the perception remains accurate, alive, and strong in the customer’s mind.
An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high- quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo. Your website, packaging and promotional materials, all of which should integrate your logo--communicate your brand.
Why branding is the most important aspect of advertising ?
Branding empowers your product to reach new heights of popularity and sale ability. It is the branding that makes product stand out in the clutter of competitors. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. It is important to advertise and where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.
Consistent and strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command. The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, companies associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. It's not just the product’s features that sell the product.
why you need to hire a Brand Advertising Agency instead of doing it your self:
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- Create your company's mission and vision statement?
- Clearly understand the benefits and features of your products or services?
- Know what your customers and prospects already think of your company?
- Clearly define the qualities you want them to associate with your company?
To address the above it is always recommended to have an expert brand agency which can guide you in the right direction an achieve your company goals.
For an effective branding it is very important to understand the needs, habits and desires of your current and prospective customers.
Here are a few time-tested tips to strengthen your branding:
- Create a unique and eye catchy logo.
- Create your clear brand messaging line.
- Create the key messages you want to communicate about your brand? Make sure every employee aware of your brand attributes.
- Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tag line. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials. Use the same colour scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
Deliver what you promise. Customer may test your product ones, but it is the quality of your product and its branding that will make it a successful brand in the market.