Branding is just as important as it has ever been, if not more so. The difference is not in the existence of branding itself but its transformative approach to the changing landscape of communications.
Along with the shifting nature of communications, there comes a subsequent shift in our approach to branding. In a world where everything is available at the click of a button, a business needs to establish itself as unique, meaningful, and memorable. This can only be accomplished through branding.
WHAT’S IN A BRAND?
Your brand is your identifier, your calling card. It’s what differentiates you from the rest and makes you stand out from the crowd. Your brand represents who you are as a business, highlights your goals and values, and speaks to what you do. Crafting your brand is about cultivating how you are perceived in the public eye.
Branding is critical for your company’s success because, without an identity, there can be no recognition. Without brand recognition, awareness, and engagement, there can be no profitability, and ultimately, no longevity. If your brand lacks vision, direction, and a strong social media presence, your opportunity for success is limited.
SOMETHING OLD, SOMETHING NEW
Branding has expanded in leaps and bounds over the last 50 years. If we now live in the time of digital communications, the branding methods of yesteryear can only be described as belonging to another era entirely. In the past, billboards, magazines, newspapers, television, and radio spots were the name of the game, as were celebrity endorsements, sponsorship events, and glaring product placements.
But make no mistake; those methods aren’t gone. They’ve just been reinvented. The heyday of digital communications has forced brand management professionals to pivot their approach. The shifting landscape of technology and its relationship to sales has necessitated a digital-first approach.
Now, these same tactics have been repackaged for the digital age. Text and images have been modified to fit digital screens while improving the user experience and interface. Popup ads, targeted email campaigns, and search engine optimization (SEO) content are crucial for growing brand recognition. The celebrity endorsements of yore are now manifesting in the forms of ad posts from social media influencers.
THE WAY FORWARD
The ability to adapt and fill the gaps of the digital branding niche are signs that businesses are aiming for future success. That’s because the best brands are those that evolve over time, continually reassessing their strategy and marketability and striving to deliver a consistently great experience for their audience.
It’s critically important for a business to understand that it is only as valuable as its client base deems it to be. Companies live and die by brand recognition and the loyalty of their customers. Every business should be making an effort to deliver an exceptional customer experience and differentiate itself from others in its niche. If not, your brand simply won’t have the sticking power necessary to survive in the digital world.
by Mao Rincon / June 23, 2021
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