Do we expect branding to remain the same in a hyper-connected and digitally growing world? One of the most interesting things about the world is its continuous potential for innovation. Just five years ago, no one had heard of Airbnb or Uber. Today, both companies are stirring the foundations of their industries. Businesses and their products face aggressive competition- see the battle between Apple and Samsung, how both companies swiftly match each other’s recent features.
With social media being a complete game-changer, consumers are savvier—they follow trends and shift allegiance freely. They are likely to choose cost, convenience, and accessibility, over brand loyalty. In such an environment, it’s difficult for businesses to be unworried about their brands. The strategies and techniques that once created buzz and fuelled differentiation are now less relevant to thrive in the competition.
Marketers now need to adapt their strategies to navigate through a mammoth trove of content, talk to customers, get their messages across to the masses, and give businesses a competitive edge as new markets and platforms emerge. Enter branding in the new digital era and this is how you do it.
Visual identity
A logo design today is just as important as it was way back in 2005, but designs have evolved. A powerful logo equates to a much more powerful brand. The only thing that has changed over a period of time is that earlier your logo appeared on your website, but now a company logo appears on every touchpoint, from business cards to all social media platforms, right up to packaging boxes, bags, and staff uniforms, consistently applied throughout. The fact is that you do need a logo—a powerful one. But then you might need to rethink your strategy – and redesign the logo. Big brands like Microsoft, IBM, McDonald’s, and even Nike have evolved their logos over a period of time. Why? Well! Just because things keep changing. The most prominent example today is Google’s home page logo, which changes regularly.
Make your customers your brand ambassadors
The customer-supplier relationship has always been picky. The Internet has nabbed the power from the supplier and given it to customers. They have their own voice, and they can challenge, ask questions, and portray a true picture of the company. It’s no longer one-way marketing, but a dialogue, and that is more customer-centric than ever. So, if you want to market your service or product, let your customers do the talking. Move away from just purely descriptive or generic content to more versatile, informative, and interactive content.
Strengthen the brand-customer relationship
Today, businesses have multiple ways to track real-time results and measurable insights into consumer behaviour. Still, there is a huge paradigm shift in retaining consumers, and businesses are witnessing a historic downfall in brand loyalty. With so much digital exposure, marketers shouldn’t expect empowered and choice-driven consumers, to be loyal followers.
To strengthen this relationship, companies and the content shared have to be more people-centric. Having said this, it’s not about making “friends” with your customers, but being a trustworthy resource that offers meaningful exchanges. By paying close attention to your customers’ needs and considering their requirements while planning your brand strategy, you are guaranteed to create more buzz and curiosity about your product or service. Companies and marketers have to adapt their business strategies and models to make their presence more influential and strengthen the bond while retaining old-fashioned values.
If you’re uncertain about how to navigate this ever-shifting landscape of branding, get in touch with our team at Bright Pixel. We are a Top Advertising Agency based in Pune. We dive deep into your business landscape to come up with data-driven strategies to improve and add more value to your brand.
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