Tuesday, 20 August 2019

Why Does Branding Matter?


Like a “diamond is forever”, branding is the permanent pillar of any successful business strategy, so you shouldn’t ignore the potential benefits of marking your products with your own personal identity, “because you’re worth it!” No matter how much assets your company owns, “there are some things money can’t buy. For everything else, well... there’s MasterCard!” Using catchy slogans and a myriad of other downstream marketing strategies, the three companies referenced not built their respective company’s persona which is now ingrained in people’s subconscious, but also created a unified purpose for the company that extended and gave direction to all of its departments. While decent marketing can try to sell a certain product in the short term, a truly effective marketing campaign aims to foster a positive image that is going to extend past the release of said product.

I recently traveled with a few buddies of mine to Amsterdam, and from the moment we landed, I couldn’t help but be drawn to all the local Heineken ads on billboards, trains, and storefronts all over the city. What surprised me was that all of these ads were in Dutch, and none of them made any attempt to appeal to the mostly foreign tourists that regularly visit the city. With this in mind we were compelled to visit a big attraction in the city; one of the original Heineken breweries, on a tour aptly named “The Heineken Experience”. Incorporating a few charismatic Dutch teens, colorful light shows, and a few antique brewing machinery Heineken managed to infuse a traditional Dutch image into their beer, tying their brand to an entire culture, and making sure you never think of Dutch beer in the future without thinking of Heineken. That’s just one example of how a company uses branding to keep their products at the forefront of the local and international market, helping them stay ahead of the competition.

But a company’s brand isn’t just the fancy dress that they put on for customers in their advertisements. Ideally, it can act as the beacon of light guiding the set of principles that aspiring sales reps listen to at the beginning of all corporate seminars. When presented effectively, a brand would be a business’s official constitution, governing the way they manage and implement new policy, and making any decisions that management takes more acceptable to the rest of the staff across the corporate ladder. A clear company message means a focused staff, including but not limited to the marketing team, which would be better able to help give the company a sense of direction and consistency, in turn moving more products from storefronts to customers’ hands. It can even make it easier for businesses to break into new markets by making their brand more dynamic and able to shift direction to adapt to changing markets without hurting their brand integrity.

It’s hard to imagine a successful business that doesn’t rely on strong branding to succeed. The marketability and trust that come with a well-known brand are simply too integral in the process of building a loyal customer base, keeping profits high and staff focused and motivated. As currencies and markets fluctuate, a powerful brand is what makes or breaks a business, which is why 89% of marketers say that brand awareness is their top goal and why businesses that have been around for so long spend so much money trying to maintain a consistent, appealing, and reliable brand image. With the prerequisite of a good product, successful branding can propel a regular business to a competitive corporation that engages both customers and investors.

LetsMarket.it is a leading inbound marketing agency based in Canada. We deliver customer focused internet marketing solutions that are poised to deliver outstanding results and best ROI. 

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