You ever wonder, “What is branding?” Well, when you think about Pepsi, Coca-cola, what comes to your mind? Soft drinks right? That’s branding. Branding is very important. Every company dreams of having a brand like McDonald’s, IN-N-OUT etc. If you could have one of those brands, you have created a multi-billion dollar company.
When you want to go get a credit card, you don’t Google “where should I get my credit card from?” “Or who should I get it from?” You already know. You could call up Visa or you could go to your bank and ask for a Visa card. Or you can ask them for an American Express credit card instead. That’s branding.
You see, the power of branding in digital marketing is all about anchoring yourself into a specific realm. Visa and American Express have a strong foothold into the credit card market. When people are talking about tissues, a lot of the time, they are thinking about Kleenex. Some people don’t even say, “Hey, I need a tissue.” They simply say, “Hey, I need a kleenex!” That’s what you want to convey with your business.
Why is branding important?
Today, every company’s brand has become their intellectual property as well as their financial asset. It is important to understand the message that a particular brand is communicating to its consumers. Every client is unique and the needs of every client are very specific. It is important to position your brand in a way that whenever a customer sets out to buy something, your brand stands out and he/she is inclined to purchase it from you.
It’s not just about getting traffic from Google or social media; it’s all about connecting your company name to a specific service. When you want to communicate within your organization, you are going to use Skype most probably. It has branded itself as an amazing product for a specific problem and despite many people criticizing Skype over connection issues; it’s still one of the go-to applications when it comes to long-distance calling.
So think about what kind of industry you are in and figure out what kind of problem you can solve for the people. Once you have figured out the problem, use branding and keep hitting your solution. If you can keep feeding your solution down everybody’s mouths, eventually, they will know that your company does this one specific thing that they didn’t even know they needed.
If you want to buy anything that is really affordable and get it delivered to you fast? You go to Amazon. It’s as simple as that. Why? Because they push that message down everywhere and that is how you build a big company. Google, Facebook, Instagram, Twitter, TV ads, or any sort of social media marketing, they are not going to be the main source of your revenue, your brand is.
It is important to note that when you are in a tough position, and you have to make a choice of either making more money or protecting your brand, go with the latter, because in the long run, that is what will create a bigger company.
Bottom line
Brand awareness takes weightage over any short-term profit that could have. It’s the trust that consumers and customers have in your company name and you should always put it above anything else.
