By Meher Gupta
New Delhi, May 17 (IANSlife) The business world has evolved into an entirely new arena for ideas and innovation. What truly distinguishes a company is how it is perceived. Image is everything in life. The ability to create an image with which people want to connect and be associated is what distinguishes a super business from the rest. This is what branding accomplishes.
According to a Forbes article from 2021, a brand is what gives an individual or business personality; it is the entire identity of a business.
Although branding has always been an important aspect of business, current trends show that it is now more important than ever. This is due to the influence of social media, which provides consumers with a plethora of options as they can choose between a plethora of businesses.
However, this means that businesses that are struggling to be heard and seen will face stiff competition. This is why branding is important: it allows customers to easily identify your company and what it stands for.
Global brands such as Louis Vuitton, Gucci, Armani, Nike, and Adidas, among others, have achieved impressive brand equity, earning people’s trust. This is because customers have a positive perception of the brand image and they exhibit logo-centric behaviour. Furthermore, such brands confer a sense of status on the buyer. Louis Vuitton and Gucci, for example, will assist you in developing your self-brand image, so it’s all connected and brands matter. Branding isn’t just for products and services; anyone can be a brand.
Branding builds recognition for your business
Identity creation is the most important function of branding. Many people now refer to Twitter as the “bird app” because they can easily recognise the image as a bird and have developed a strong attachment to it. The question now is, what do people think of when they see or hear about your company? What is the first thing that comes to mind when your company is mentioned? If your company has a strong brand, it will stick in people’s minds and keep them coming back to you.
Logos, colours, and illustrations can all be used to represent branding. Make sure to select/create elements that draw attention, convey a message, and arouse curiosity.
In India, for example, brands that are more logo prominent and logocentric tend to have higher customer purchase volumes. Bottom line: your brand must stand out, and even if a person isn’t ready to buy your product or use your service, your brand has been registered in their minds, and they can always patronise you.
Consumers patronise businesses they can trust
With the interaction of digital technology and social media, there is a wealth of information available for consumers to use and make their own decisions. Consumers are more informed than ever before. The Internet also allows everyone to get much closer and interact on mutual platforms. As a result, organisations, businesses, and individuals must meet their target in the middle while also building trust and loyalty.
People who purchase a product from a strong brand are purchasing not only the product or service but also what the brand stands for, what the brand is, and how the brand is perceived. Branding fosters trust, which is essential in business. Loyalty and preference can be achieved if you can gain the trust of your customers.
Branding aids advertising and boosts sales
Any business’ goal is to sell and make a profit. Finally, brand equity – a high-level of trust, preference, and loyalty to your brand – must lead to increased sales and profits. Individuals and non-governmental organisations (NGOs) must achieve a goal, which could be to win an election, gain public support for a cause, or raise awareness about a specific phenomenon. Advertising must reflect and be consistent with your brand.
Strong brands pulled through COVID better
COVID – Brands that ensured the period and won hearts are bound to do better today, with 19 restrictions and economies fully reopening. The horrifying stories that filled the air during the pandemic’s peak are still fresh in people’s minds. But have you thought about what else is remembered? Brands that stood by the people and were a part of their stories during those difficult times.
While the devastation is obvious, COVID-19 has also created opportunities for new businesses to establish themselves in the global marketplace. Brands that can connect to the emotional needs of consumers virtually and through campaigns and imagery will do better now more than ever.
Consistency is the name of the game
Beyond simply attracting people’s attention with the right colours, logos, and illustrations, branding improves the consistency of your brand. Giving your brand a unique but intriguing appearance and ensuring that it is promoted across multiple platforms. “Repetition is the mother of learning, the father of action, and the architect of accomplishment,” said Zig Ziglar. It is one thing to create a fantastic brand, but it is also critical to keep pushing it out there in order for it to register in the consciousness of consumers.
(Meher Gupta, Founder & Managing Director, Contemporary Connect )
(IANSlife can be contacted at ianslife@ians.in)
–IANS
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