Branding is an important part of marketing your products, your business, and your overall reputation. Brand awareness refers to the ability of your customers to recall and recognize the brand under different conditions and link to the brand name its logo, jingles or characters, to certain associations in the memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products.
‘Brand love’, or love of a brand, is an emerging term encompassing the perceived value of the brand image. Brand love levels are measured through social media posts about a brand, or tweets of a brand on sites such as Twitter. Becoming a Facebook fan of a particular brand is also a measurement of the level of ‘brand love’. A global brand is one that is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong, enduring relationships with consumers across countries and cultures.
Global brands are brands sold to international markets. Examples of global brands include Coca-Cola Products, McDonald’s, Marlboro Cigarettes, and Levi’s Jeans. Using the brand name, logo and characters (if it so applies) to sell the same product across multiple markets, could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.
With the amount of time people spend online and their heavy reliance on the Internet, it’s important that you not overlook online branding techniques, which are just as effective as traditional offline branding.
If you are not taking advantage of online branding, you should be-you can reach a larger audience free or inexpensively, and with so many people online, skipping online branding techniques means missing a much larger audience. The following are some of the most helpful online branding techniques:
You should have a well-designed site. Your website will be the tool you use the most for your online branding, so make sure you have a professional website. Even if you designed it yourself, make sure there are no typos, broken links, or anything else that looks even remotely unprofessional. In addition, make sure your website is uniform with your offline promotional and marketing materials-this is important for online branding. For example, make sure you are using the same fonts, logos, and colors online as you are off so there is no confusion.
You should include information in your site that is germane to the product. Being knowledgeable in your products and services is important for branding, so put educational information on your site as well. For example, if you have a dog grooming business, put other dog-related articles on your site, such as training tips, home grooming tips, and FAQs.
Posting testimonials to your site, give others the ability to see what your previous customers are saying about you. Testimonials are a powerful marketing and branding technique. Many websites put testimonials from satisfied clients or customers on their site, and it is a good idea to put a link to customer testimonials on your website. Make sure you ask permission to quote the customer before posting it on the website, and solicit feedback so you have more testimonials to work with.
Utilizing email addresses is an extremely important factor. When people visit your site, get their email addresses and put them on the mailing list. Follow up quickly when they request product information or would like a representative to call them. Email them coupons, online newsletters, product updates, and anything else they might find interesting. At the same time, make sure you have an option to unsubscribe to your email list, and then honor those requests. Flooding a prospect with too many emails, or irrelevant ones, is not a good online branding technique.
Putting together an e-newsletter is another great online branding technique. You don’t necessarily have to push your products or services, either-you can include pertinent information as well. For example, if you have a business that provides swimming lessons, your newsletter can include information like the best sunscreens to use for swimming outside, water safety, and so forth. Include coupons in your newsletter as well.
Even with a website, it’s not a bad idea to start up a blog as well. This is a great way to link traffic to your site as well as post information and updates about your company. You might also consider getting a Twitter account and posting updates about your business, promotions, and services. Online forums are also a good branding technique. Frequent forums that cater to the services you provide. For example, if you have a business that sells gardening supplies, join online gardening communities where you can offer advice. Include your website link and contact information in your signature line. These online branding techniques will help you increase your business.