Consumers do not purchase all brands they are aware of. They purchase some but may actively avoid others. Here we see in detail,
ABOUT BRANDING
Building strong brands requires a keen understanding of competitors’ brands and finding uniqueness in your product through logo, theme, tagline, packaging, benefit, design, and quality.
It will create a strong and product personality in the audience’s mind.
Before introducing a product into the market, the manufacturer first decides the market segmentation, audience type, competitor analysis, solution for the customer problems, and strategy to win in the market.
In earlier days, most of the products went unbranded. Retailers and wholesalers sold products without knowing the supplier’s identification. But in the present situation, almost all the products are branded and packaged by mentioning the manufacturer’s details.
HOW BRANDS ARE CREATED
Branding is really a big topic that makes you understand the importance of creating a brand, brand value, brand positioning, brand image, brand loyalty, brand extension, and brand identity.
Each set has different goals and objectives. As combined is has a name called brand.
I still remember my college days, whenever a professor takes a branding class. I was so active to listen to his stories and explanations.
He usually tells the brand should suggest something about the product may be the quality, purpose, benefit, and use which makes the customers buy from you.
For example, Himalayas face wash, Amul products, and tata tea.
Above mentioned products are which we cannot be avoided on a daily basis. It is a basic necessity, wants, and needs. So the company needs to produce such things according to the benefit and purpose of the audiences.
In simple, Companies need to create a positive impression of the brand.thats where brand name and brand value exist.
REASON FOR BRANDING
In today’s market, wherever you see every product companies are trying to create an impact on the customers’ minds.
In the initial stage, every manufacturer is struggled to place the product as a brand. Some may get success or failure. It all depends on how they understand well about buyers’ persona.
Once the name BRAND created an advertisement, sales and marketing costs might decrease. That particular brand is the RULER in the market and customer mind.
Check below why all companies are in the competition to create a brand name,
1.It is an instrument for sales promotion in the market
2.Draw immediate attention of the buyers
3.The brand differentiates a product from competitors products
4.Sales can be increased through brand name
5.It always ensures standard quality and satisfaction to the buyers
6.Goodwill can be increased in the customer’s mind
7.Most importantly, customer preferences may vary over the product
8.The brand creates more acceptance of a product by wholesalers and retailers
9.It creates brand individual identification
“People don’t just buy things, also buy the purpose of the products”
Best example:
Mac laptop – When the apple brand enters the market they haven’t advertised “We have this many product features, specifications, cost-effective and guarantee. Instead, they advertised primarily the reason and the purpose of the product.
How our mac is different from the competitor’s brand, what is the additional purpose, and how it looks.
Apple tagline itself says “Think different” yes! Every time Apple advertises the uniqueness, innovation, reason, and sleek of the products.
Once a brand has been created you don’t want to advertise in a bigger way just introduce the product really in a bigger way. you don’t want to approach customers, customers approach you because of your consistent quality and the trust they had in your product.
That’s why many big and small companies push themselves to stand alone among a bunch of competitors.
ESSENTIALS THINGS FOR BRAND BUILDING
Brands are unique in many ways. Each brand has its own position in the customer’s mind and delivers values.
While creating a brand, there is a set of things to consider before reaching the market and the customers.
I can say that as a key element for the success of the brand.
1. Brand identity
2. Brand position
3. Brand image
4. Brand loyalty
If you enter into the business world, we should not have the second thought of going back. A business should in long run it takes little more time to get space in the market.
The purpose of any business is to create customers at a profit and the most valuable asset for a company is customer loyalty.
Brand portfolio and hierarchy should make sense. It must provide benefits and values as customers differentiate products based on specifications and quality.
Brand success comes through differentiation.
While creating a product, it should be based on your customer preferences and target niche. Everyone cannot be your customers. We cannot satisfy everyone with our products.
Hence, before selecting the product, need to select the niche. If you market that particular product to a particular audience/niche, your brand can reach in top position.
Example: Harley Davidson motorbike and Royal Enfield bullet.
Their target niche is a youngster and many youngsters love to get RE bullet and HD bike.No matter how costly is but it’s a many youngsters dream. Agree? Brands should satisfy the customer’s desires.
Also, the brand name should not be in general or common names like Kodiak, band-aid,dalda, etc. such identification is dull and overuse. It causes confusion in the minds of consumers.
Hence, the name should convey the purpose/uniqueness or it is related to the taglines, easy to pronounce, and remember. Eg: Mc Donald, FedEx, Mastercard, Hyundai, pizza hut, and Naturals.
Your customers will automatically think of you first when they think of your product category.
A strong brand will help your customers to trust you and your product without even knowing the product features.
It helps potential customers/buyers in making quick purchasing decisions not necessary for immediate sale but rather to build a lasting impression of the product and the company.
The strong brand building wants to build customer loyalty not just to sell the products.
Primarily, need to create customers set of expectations about the company and the brand.its one of the most valuable asset.
let we see the elements of brand consideration ,
BRAND IDENTITY
Very simple, from customers’ point of view they have a set of images about the brand. That brand image is the total impression made by the brand in the consumer’s mind. The name should be recall and recognition by the audience.
If we identify the brand with a person, we form a picture of that person by the way in which he speaks and communicates. In this regard, the market communications and promotions of the brand play a very important role.
BRAND POSITION
Brand positioning is part of the brand identity. It should actively be communicated to the targeted audience which tells the advantage of the brand over competitors.
Creating a unique position in the market place involves the careful choice of the target market and establishing clear differentials advantages/purpose in the mind of customers.
This can be achieved only through brand name, image, service, guarantee, designs, packaging, and delivery.
BRAND IMAGE
The brand image always carries the image of the company(Provider), the image of the product (product and services ), and the image of the users (ultimate consumers).
If you take any products like Johnson and johnson products – immediately we remember that is for newborn babies they place their product image in new mommies minds.
Most importantly, brand image has the power to adjust the brand value up and down until we create a high-rank portfolio inthe consumers’ perspective.
BRAND LOYALTY
If a customer makes the choice of purchasing one product from the particular brand regularly then it shows the customers are well satisfied with the particular brand product and services.
Their loyalty towards the brand is the most valuable asset for the company.
This can be built through consistent quality and image in the market. more likely to recommend the brand to others.
yes, Now we see how brand consideration is better when we use social media effectively,
BRAND CONSIDERATION THROUGH SOCIAL MEDIA
“Brands want to be people, and people want to be brand”
Have you come across this saying before?
Social Media is a huge platform where you can project yourself and your brand in the best way.
Social media marketing, lets you build your own image you want.
Successful brands are frequently discussed on social platforms, and these regular conversations of particular brands become important to brand awareness and sales growth.
There is a chance to listen to your customers about what image they possess about your brand.
Market listening —) Initiates conversation —) Generate interest —) Get customers
The goal of social media marketing is to find your customers and your potential audience. So you need to focus on the places where they spend the most time.
Here I’m going to share a few aspects and various ways to reach the audience that really work for brand consideration and awareness.
CHOOSE THE RIGHT SOCIAL MEDIA PLATFORM
There are many social media platforms out there that can help you connect with your target audience.
However, the challenge is finding the right platform to help you achieve your company goals.
Understanding each platform’s social media demographics provides an accurate insight about the audience. so you can decide which platform is best suited for your target audience.
Below listed are the most popular social media platforms if you want to have brand visibility and consideration then this will be the right choice for you, listed social media have tons of ad features and feasibility of getting more clients.
- Youtube
REACHOUT TO THE INFLUENCERS ON SOCIAL MEDIA
Influencers are people that affect other people’s behavior and lifestyle. Agree?
We come across many advertisements like that. For instance, Shahrukh khan is a brand ambassador of “FAIR AND HANDSOME” fairness cream.
How many of you watched this advertisement?
Even though We don’t like fairness cream, still we would like to give it a try because of the celebrity and the powerful advertisement. They try to pass the credibility to the brand.
It gives you the thought that if the celebrity itself uses it, then it should be a good quality. It is one way that helps in creating brand consideration.
Also, you can select social media influencers according to your field and audience niche.
They already have expertise and knowledge in that particular field. So if they do a demo or explain your products people might get trust in your brand products.
SPONSOR EVENTS ONLINE AND OFFLINE
Sponsoring events is a strategic way to showcase your brand name.
But you need to choose the events and event organizers predominantly according to your target audiences. different types of events have different types of audiences set.
Sponsoring events is one of the best ways to acquire a larger audience.
In return, they get brand and logo visibility in hoardings, banners, and social media platforms, etc.
POST BRAND UPDATES FREQUENTLY ON SOCIAL MEDIA
The brand regularly updates customers about what is happening around the brand.
It allows customers to get up-to-date information and stay engaged with the brand.
And also gives customers something to talk about your brand among themselves.
More updates and more consistent mean greater brand considerations.
Customers make their purchase decisions based on the social media platform and channel advertisements that influences them the most.
Hence your social media tactics have to be effective to leave a long-lasting impression on the customer purchase making decisions then it turns to be a brand consideration and when you increase your brand via social media, you can grow your customer base and boost sales.
Hope this helps your business, use wisely, and be the topper in your field. Don’t forget to check our other interesting articles on,
How to increase sales by telling stories
Process of copywriting in advertising