success of business with proper branding

2009-03-27T00:32:00.000-07:00

SUCCESS OF BUSINESS DEPENDS ON PROPER
BRANDING OF ITS PRODUCT

Each and every business has a brand
with intention of exposing its product
to the customer at ideal time.

Any type of business, big or small, requires
proper branding of its product or service
for its success. Brand is a name, term,sign
symbol or design or a combination of
them intended to identify the products,
goods and services of one seller or group
of sellers and to differentiate them from
other sellers. Branding of a product or
service is the process of creating and
disseminating the brand name. In brief
it is applying a trade name to a product
or service.
There are different types of branding
as mentioned below.
Co branding; This is continuing two brand
names to create new brand. The combination
of two or more well-known brands for
marketing purpose to strengthen one
anothers preference or purchase intentions
or to reach a broader audience.
Corporate branding; A corporate branding
Is a business process.It is one that is placed

strategically focussed and integrated throughout
the organisation.
Personal branding; It is a process whereby
People and their careers are marked as brands.
Internal branding; the process of aligning
day to day activities, business processes of
job designs recognition and rewards with brand
identity to drive business results.
Sonic branding; the use of certain kinds of sounds
in order to advertise and identify products
sold by manufacturer otherwise associated
with a certain manufacturer.
Sensory branding; involves all five senses like
sight, hearing,sound,smell,scent,touch.It is
relying on sensory stimuli.
Employer branding; This refers to an image
of the organisation as great place towork
in the minds of current employees.
Ingredient branding; The suppliers deliver
an important key component to keep to
the final OEM product.
Interactive branding; developing a web or
interactive product incorporating the established
brand cohesively among the structural
information and graphic design.
Nation branding; Nation branding is a field of
theory and practice which aims to measure
build and manage the reputation of companies.

ONLINE branding has become very familiar
now a days. This is a process of acheiving marketing
objectives of a brand through use of electronic
communication technology like; web,email,database,
mobile,wireless and digital tv to attract the customer.
Online branding decides the perception of targeted
audience towards e commerce store.

STEPS TO BUILD SUCCESSFULL BRANDING
FOR EFFECTIVE MARKETING.

Developing a brand strategy is one of the most difficult
steps in the marketing plan process. To become
more effective marketing organisation, you need
to discover your brand and then determine the
ideal way in which customers and prospect
perceive your business .
1,Discover what a brand is-and is not;
Abrand is a promise, a promise that is meaningful
and relevant to your users and a promise that
is different from your competition. It is a sum
total of their experience and perceptions.
2,Review your industry market place;
Evaluate the space in which you operate
take into account the probable threats
which are relevant to the future of your business.
3, Review your place within the industry;
Review your products and services you currenty
offer. Develop a list of strengths and weaknesses
that you think are the most promising or relevant
to your future.
4,Discover your current brand, determining where
you are today.
What your current brand looks like is critical to
developing your brand strategy. Focus on your
target audience each of following points,
specialisation of your company. Define describe
the qualities of your products and services,
characterise the care values of your company.
What types of people do your products and
services attract what does your target audience
think about your current brand.
5, Define your desired brand;
Once you know where you standby its time
to figure out where you want to go.To begin
building your brand,you need to have developed
objectives for what you want your company
to look like in the next few years.
6,Place the brand within the new realm.
Brand realm is the space in your brand exists.
Brand realm is a system like a family tree that
helps your prospects and customers navigate
easily within your company and make the
right choices. It is a systemic way of organising
the identity of the different products, messages
or elements of an organisation to understand
how its customers are being served.
7,Deliver the brand experience;
How consistently you present your new brand
will either strengthen the company or weaken
it depending on how you live the brand. The
brand experience is strengthened when it is
instilled into all your products and services.
And at every customer touch point, including
packaging logos ,your tagline, your corporate
culture in employee training etc.The brand
experience is weakened when it is ignored
or worse through inconsistent usage, mixed
messages, uncaring attitudes.
8,Building your own model- as not every model suits all;
All companies have their own specific requirements,
their own set of business values and a unique way
of doing things. Branding models are to be tailored
to meet the needs and requirements.
9,Involve your stake holders including customers.
Donot forget the valuable voice of your customers
In this process.
10,Exploit new technology.
Modern technology should play a part in
Successful corporate branding strategy. Technology
contributes to improving effectiveness and improving
the competitive edge of of the corporation.
11, Communicate;To bring the brand to life
one needs to implement a range of well planned,
well executed, marketing values ensuring the
overall messages are consistent clear and relevant
to the target audience. Use a selective approach
but doesnot try to communicate every single point.
12, Measure the brand performance;
A brand is accountable. Maintain brand score card
which help facilitate an overview of the brand
equity which guage progress as the strategy
is implemented.
Finally to become a more effective marketing
organisation, you need to first discover your brand,
and then determine the ideal way in which customers
and prospects perceive your business and you need
to arrive at ways in which your brand can add value
to the company ,your customers and your employees.