What is in a name? We’ve heard this thing at least once in our lifetime. But growing up as an Asian, the name signifies a lot. It can depict our common history, our family, our community, and so on. It is like an identity for us. The same logic applies when a company likes to market their business. When it comes to business, we call it as branding or reputation.
Branding is the process of creating a strong, positive reputation for a company, its products, or its services. It involves shaping how customers perceive and recognise the organisation, its offerings, and its values. It goes beyond just creating an appealing logo, tagline, or mission statement but encompasses the overall experience, emotions, and associations that people have with a brand.
However, many still do not know what powerful branding can offer a business. So let us have your kind attention to those details.
Before we proceed, keep in mind that Rome was not built in a day, neither can be brand loyalty. We should keep in mind that branding is a long-term process that requires additional investment. But one thing is sure: you will never regret the decision to create a brand.
- Effective branding helps your business stand out from the crowd. It helps them differentiate themselves from their competitors and build a loyal customer base. By hearing a brand, people get to know what that brand does and what products and services they offer without even giving it a thought.
- For instance, we all use mobile phones on a daily basis. But iPhone users generally get more attention than Android users. So where do Apple users stand out? It is the brand, i.e., their logo, unique camera arrangements, and so on. This is the immediate outcome of branding.
- In a competitive marketplace, a renowned brand will give you an extra advantage over your market rivals. It helps you acquire and retain customers even without paying extra for advertisements and offers. In e-commerce, where new companies are springing up every day, an established brand can be an invaluable asset in bringing customers and generating profit.
- Have a look at this. Retail giants like Walmart and Amazon compete fiercely to offer competitive prices, a wide product selection, and convenient shopping experiences. But Amazon.com is ahead of the game. One thing that keeps Amazon in business is their brand value and the experience they provide to your prime customers.
- At home experience is what customers wish to have when engaging with a brand. They want to be included and feel respected throughout the engagement. When customers encounter a familiar brand, they are more likely to feel a sense of familiarity, reliability, and confidence in their purchase decision. When people have positive experiences with a brand, they are more likely to develop loyalty and become repeat customers.
- Take a look at this example. We all know Volvo as a brand that has been leading the automobile industry for decades. But one thing we are sure you don’t know is that Volvo invented seatbelts. It doesn’t stop there. The company is innovating ways to make the road a safe place to drive and commute. When a premium customer is looking forward to buying a car for his family, one cannot blame him for choosing Volvo over other competitors.
- Trustworthy brands can also attract new customers through positive word-of-mouth recommendations. A strong brand conveys professionalism, quality, and expertise, which can influence customers’ perceptions of the value your products or services provide. This can command premium pricing and attract customers who are willing to pay more for perceived quality and reputation.
- Let us convey it through a case study. Zara and H&M are two Apparel giants, but they do not spend much on their advertisements. But what they do instead of advertising is interesting. They sell products that are available only for a limited time. So it creates a sense of urgency among the customers to buy now or never.
Brands that successfully establish an emotional connection with their target audience can create a deeper level of engagement. By appealing to customer values, aspirations, or emotions, brands can foster a sense of loyalty, enthusiasm around their offerings.
- According to the Brand Keys Annual Loyalty Study of 2020, Domino’s climbed up ten spots to reach the fifth position, leading the pizza category in customer engagement and loyalty index. Launching their loyalty programme in 2015, the brand offers new and varied pizza options to different customer segments based on their purchasing behaviour. The brand has witnessed a definitive increase in its loyal customer base and overall purchase frequency.
Expansion and Diversification
- If you are in business, you will be lagging behind in your sales and revenue without creating a strong brand. As your business grows or expands into new markets, a strong brand can facilitate the transition. With a recognisable and trusted brand, customers are more likely to explore and adopt new offerings from your business, reducing the barriers to entry for new ventures or product launches.
- The most recent case is when Tata started to invest in the textile and Apparel businesses. The company started with Westside, the premium ones, and Zudio, the affordable ones. Even though the brand was new, store revenues soared. So who made the difference? Just by including the tagline A Tata Product, which made people subconsciously trust the new Tata Subsidiaries.
Branding is like giving a magical touch to your business. It changes everything. In the short term, you might not see any change, but in the long term, it will surely pay off with a high return on investment.
Good branding is strategic, while marketing is tactical. When you establish the objectives and clearly define your brand promise, you can start creating a plan that’s geared towards achieving marketing goals. By constructing your brand through stories, relationships, and visual assets, you have the opportunity to shape your customers expectations and create a unique bond that goes beyond the buying-selling relationship.