EFFECTIVE BRANDING METHODS

Why is Branding important?

• Branding forms perceptions
• Branding influences decisions
• Branding increases customer retention
• Lastly Strong brands have strong market share

What makes up a brand?

• History
• Competency
• Mission
• Market orientation (Needs of the customer)
• Scale (Size of a company, national/global)
• Organization
• Reputation (Current reputation of the company)
• Stability (Financial performance, Goal)

What is a Brand system?

• A customer’s culture affects how they experience your brand
• Every touch point contributes to the brand.
• Physical – Tangible items
• Mental – What customer experiences
• Social-cultural – Things that affect customer perception, trends, attitude

Effective Branding Methods:

1) Brand Research:

Create a brand strategy

Branding strategy

• Defines the brand
• Guides the application of the brand
• Strategy begins with the definition of the brand

Ask the below questions to get the answer of your Brand.

• What do you want the brand to be?
• What do you want the customer perception to be?
• How will your brand match the consumer perception?
• What will attract customers to your brand?
• What will detract customers from your brand?
• What trends will impact the industry?
• How will you measure growth?

Forms of reference:

• Purchases are made based on perceived benefits.
• Perception comes from a frame of reference
• Determine your products frame of reference to define the competition

Conduct an internal brand audit:

• Touch points
• Telephone
• Internal communication
• Signage
• Packaging
• Social media
• Reviews

2) Brand Development:

Brand positioning:

• To get attention/attraction
• For example) Eco-friendly, corporate responsibility
• Brands don’t have to resonate with everyone just their primary audience
• Positioning helps customers believe products claims

Define a unique selling proposition:

• Focus on customers who fit your brand.
• For example) Convenience, innovation

Make your brand unique

• Successful brands are an experience.
• Successful brands focus on details
• Successful brands set themselves apart
• Successful brands demonstrate a difference (Unique selling point)
• Who are you targeting?
• What are the benefits of your products?
• What makes your product unique? –  Invest time to narrow

Create a vision statement:

• What is the vision of your brand?
• What are the core values?

Brand Personality:

• Establish a personality for your brand
• Develop core values

Types of personality:

• Sincerity
• Excitement For example) Trendy
• Competence For example) Smart, hardworking
• Distinction For example) Glamour
• Ruggedness For example) Touch, active, long-lasting

3) Brand Experience:

Evaluate brand visuals:

• Brand visuals affect perception
• Perception affects brand identity
• Brand identity stimulates purchase decisions -Where will your brands be seen:
• Your brand needs to stand out (Visually)
• Expose & remove to see feedback
• Ask for ratings from customers

Evaluate the brand language:

• Establish brand voice early
• 1^st Page brand story
• Use voice to express the essence of your brand
• Create a consistent voice
• Voice differentiates your brand
• A familiar voice disarms the customer

Storytelling:

• Create a story of the brand
• Brand story embodies the brand personality
• Stories are about people.

Branding through storytelling:

Stories are engaging

• Stories are emotional
• Stories are images
• Stories are clear
• Stories are as long as they need be

Select brand colour:

• Colour makes your brand relatable
• Brain process colour next to the shape
• Chose colors that embody your brand

4) Brand Touch points:

• The Influence of touch points
• Touch point influences the consumer

Stages:

• Pre purchase – Identification of needs & wants
• Purchase – Evaluate & Comparison
• Post purchase – Retention, Service, Warranty, etc

Touch points:

• Brand created, intrinsic, customer initiated.
• Created touch point: Ads, promotions, social media, words of mouth, displays

Naturally occurring touch points:

• Customer service
• Reinforcing messages
• Easy purchase
• Communication with staff

Exploring the customer journey:

Steps involved:

• Messaging should be consistent across all touch points
• Messaging should resonate with the customer for whom it was intended (Understandable)
• Focus on the details
• Impress your customer

5) Brand Management:

Internal brand culture

• A brand is an emotional relationship.
• Employees are key to a good customer experience
• Employees need a reason believe
• Employees want to grow in their careers
• Employees want to be proud of what they do
• Every employee reflects your brand
• Educate employee to become brand champion

Brand responsibility:

Every company needs a brand leader – Recognize someone in organization, designate one person to make decisions regarding the brand

Brand culture:

Overcome damaging events:

• Because of some mistake
• Plan for worst case scenarios
• Discover where you are most vulnerable
• For example) Delivery time, production mistake/defects
• Monitor your brand
• Brand is an asset – protect it

6) Brand Loyalty:

Net promoter score:

How likely is it that you would recommend this brand to a friend or colleague?

Draw a Scale showing readings 1 to 10 with three markings: Less Likely – Neutral – Extreme Likely

• Promoter: 9 to 10 – Brand advocate
• Passive: 7 to 8 – Neutral about your brand
• Detractor: 0-6 – Actively dissatisfied with your brand

Brand promoters:

• Promoters are big fan of your brand
• Want to share
• Want to be a go to resource
• Want to be seen as a brand expert
• Use your brand as a reason to connect with others
• Share your content because it supports their interest

Brand detractors:

Detractors drive people away from your brand.

• Had a bad experience
• React on opinion
• Are motivated by emotion
• Limited influence
• Understand detractors
• Search in social media

7) Brand Validation:

What is brand equity?

• It is the value of brand in the marketplace
• Higher equity brand has high value, Customer recognition
• Establish your brand and then build awareness

How to measure brand equity?

• Brand asset measurement (BAV)
• Using brand asset validator – Differentiation, Relevance, Esteem, Knowledge
• By survey or customer interviews
• Differentiation: How often do customer encounters & recognize your brand?
• Relevance – Will consumers purchase your products”
• Esteem – What is your brand known for?
• Knowledge – What do customer knows about your brand?

Conclusion:

Thus, by following the above effective branding methods we can increase the brand value and improve the business.

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