Branding is all about making a name for yourself and being able to make consumers to come to you instead of you going to them. One of the most important marketing strategies in the current times is found in online branding.
Branding is about seizing every opportunity to express why people should choose one brand over another. (Designing Brand Identity, Alina Wheeler, 2012)
One of the importances of online branding is the scope at which your brand is known. On the internet things are far and widespread therefore breaking the barriers of distance. Taking your business beyond your locality will depend on you establishing your online presence. With online branding you also build trust with your consumers. In this “tech times” when someone hears
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If you are going after a lower-end market with something more cheap and disposable, then maybe you don’t have to spend as much but you do need to be deliberate and consistent in your communications so people don’t get confused. (Maria Ross, 2010)
Online Branding in Practice
Every business owner knows that having a website and social media accounts is crucial for reaching customers in today's digital world. Most of them are doing well creating an online brand for themselves, but maintaining that brand presence is very time and energy consuming. One might think they can let their online brand just drift along, but putting in the effort to manage it, is worth it in the long run. Nowadays, there are several must-to-be-done steps for every retailing business to reach the customers, but we can discuss the crucial part of it:
Managing search engine results
The company will need to make sure potential clients get favorableand detailed information and the material they find online bolsters
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These links can be embedded in email signature lines and other online communication.(Businessnewsdaily.com, accessed 2013)
E-mail: Primary mode of communication
E-mail is still considered as a primary mode of communication in the business world. It helps us understand, why the company should make sure their outgoing emails support their brand. An email signature line that directs recipients to a website with more information on the individual who sent it and the company is a great marketing tool.
Social
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Hence, to stand apart in this era of rat race, you need to adopt some path breaking marketing tactics. However, online marketing is by far the best marketing art that turn your business into a global as well local brand. As a part of online marketing, SEO has been a proven technique that gives you desired and long lasting results.
The Importance of Branding to an Organisation "Branding", is like setting names for products. Nobody would set up in business or launch a new product without giving it a name. Branding is a very important part of promotion. It can help a business to establish an identity to the product. Furthermore, 'Branding' contributes to the value and financial viability of businesses, just like their products, fixed assets and input.
The vast majority of network marketing companies realized the importance and viability of promoting their network marketing business online in expanding the business significantly. Online companies can reach exponentially larger audience than ever it could offline. Thus, it is a great way to brand yourself as a leader and expert which will help you ...
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
I have come across many articles stating specific elements/characteristics one needs to possess in order to be successful in branding yourself. I have listed the main elements that I feel are important for my brand:
Since the invention of the Internet, and it’s global popularity, the Internet has become an essential resource for companies trying to market their product or service. With consumers attached to their smart phones and other electronics, the Internet, and apps on various devices the controlling platforms for marketing. With the speed of the Internet and its availability to many people, it is the most effective way of marketing. The Internet has strengthened the relationship between marketers and customer.
Branding is used to refer to a wide body of literature as to how businesses can use their brands to achieve a competitive advantage, through building brand equity, launching brand extensions, managing global brands, and so forth.
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors.
When defining digital marketing, there seems to exist further expressions such as Internet marketing, online marketing or e- marketing that is used as synonyms or as independent words with minor deviations in the meaning. According to the authors Chaffey and Smith (2013), all these terms are the core of digital business that encompasses to understand the customers, produce value added products and increase sales by using digital media channels like online advertising, search or mobile marketing, to name a few. Many authors, marketing specialists or new media trade publications, are increasingly using the term digital marketing (Chaffey et al., 2013, p. 15). Since all of them encompass marketing activities applying all available digital technologies,
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...