We interact with brands on a daily basis. From what brand of perfume you put on your clothes, to what company you choose to work for, to the device you are using on daily basis; brands are everywhere.
Importance of Branding in the Digital World
When you think of the quintessential brand, what do you think of? You might think of worldwide businesses such as Ferrari, KFC, Disney, or Amazon. Or perhaps, you're thinking that of your own business, and therefore the journey you took developing it over the course of months, years, or decades.
When you consider a brand, you almost certainly first consider the name or logo.
Next, you will think about what product or service it provides.
Lastly, and most importantly, the brand is solidified by the collective impact and lasting impression from every touchpoint where a consumer has interacted with it. That impression can come from the planning on an ad you saw, a very friendly customer service representative you spoke with, or a singular experience you had.
The primary step of taking a business and turning it into a brand is marketing. Marketing helps connect businesses with their audience. Once you have decided to start marketing, you first have to do research and then develop a campaign.
There are two main sorts of marketing campaigns:
Branding Campaigns that tell the story of the brand in order to raise awareness and position the brand in the marketplace.
“A proper branding campaign can help people feel like they are a part of something bigger”
Promotional Campaigns are focused on acquiring new customers through the promotion of the product or service.
In this digital world, marketing has got to move at a rapid pace. There are goals that need to be met frequently and metrics that must be followed. Because Promotional Campaigns are designed with the goal to get sales or conversions, these campaigns are more common as they will faster reach quantitative business goals.
But if you would like to make an enduring brand like those mentioned at the start of this blog, you've got to utilize Branding Campaigns too. A brand is a such lot quite a high conversion rate or return on investment. It resides outside of any strong promotional offer or sales pitch. A fortunate branding campaign can help people feel like they are a part of something bigger. All in all, Branding Campaigns are more conceptual, more emotional, and may end in major changes to brand perception and increase awareness among audiences who may haven't considered your business before.