What is branding?
Branding in the literal sense means to create a public image of your company that puts it out of the crowd competitors and people start trusting it in all forms.
Yours can be a huge company which runs solely under the company name and logo or it can be even represented by your face. In both the cases, the image that people get for the particular name should be strong enough to make it a trustworthy brand.
Personal branding, where your face and name are really important to reach your users, is a very specific case of business branding. Let’s take it up in our upcoming blog article.
You see the advertisements of beauty creams that remove the fine lines and wrinkles from women’s faces. Now, this is such a specific niche that first of all, the competition is quite low. There are a lot of beauty creams to make the skin fairer, but to remove wrinkles, there are very less.
It’s easier for such specific product companies to wave their flags and grow the following. If the product quality will be good, then it will also have customers coming back for more.
So, the easiest way to stand out in the commercial space and see your brand shining is to have a product that people need and that product should be solving just one problem which you can pick from a series of problems in the same array.
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There can be numerous fairness creams, but if your company makes a fairness cream that treats dark spots on sensitive skin type, then, you can be a standout case. That’ll be genius and business-worthy in terms of creating your brand easily.
Now, this seems easy when the user base is a very targeted one. I’ll introduce this again later in this blog post because right now it’s sounding too much and too easy for the too specific brands.
Companies that make products which have already been made by 50 other companies, it becomes really difficult to stand out. Although I’d say, there’s nothing bad or wrong in making something that already exists.
It’s because you can’t make anything exactly the same as the other. There’ll be some modifications and specifically, some better things to talk about in your products.
Still, when you see so many clothing brands, what do you feel?
How are they even surviving when they all look the same?
Except for the name and logo, the products look so similar that you can’t make it out from one look that which company must have produced it. But, what else do you notice?
You notice that these clothing brands, even after such huge competition, are able to make some space for themselves. They have an audience. Some of your friends might be telling you to buy ‘x’ brand jeans and ‘y’ brand scarf.
This is how these companies are different from their competitors. They make everything, but their jeans are to die for. The other one also makes everything, but the silk scarf they make is sometimes that all women are visiting their stores for that little scarf.
Now the question arises, how do all these women come to know about those particular jeans and the scarf??
Did they really used all the products and then came to the decision of buying those particular jeans from them??
Really? Did you think so? Please stop.
Nobody does that. You can’t go on using everything from one place and then decide and stick to it.
Here’s where the branding comes into the scenery.
Branding is a process which the company ‘x’ followed, entered your safe protected mind, did some mutations there and helped you come to the conclusion that whenever you’ve got to buy a pair of jeans, you need to look up to their company (desperately).
I chose the example of clothing brands because it will be easier for you to relate. Women are shoppers from the heart, even window shopping trend is a great contribution for this. [Please ignore the stereotype mentioned here. No harm intended]
Well, I’ll continue taking the example of the clothing brands to nurture your love for the material testing intuition while you shop.
Want to know how any chemical mutation happens in your brain and pushes you to a decision in the favor of a company?
In more technical terms, let’s discuss how does this process of branding work.
Branding is actually the process of creating an image in the people’s minds, of a company, person or a group of businesses, so that they can easily identify that company, person or the group of companies with their requirements, and eventually, make a purchase or any intended action.
If this sounds complicated to you, let’s again take up an example. Zivame, an online store for buying lingerie and other related clothing.
I’m quite sure you must have visited that website and checked out some bras. Yes, they run highly targeted ads on Facebook, Google, and other online places.
Their product is an online lingerie store which has a unique feature of helping you out with the right size you should wear. This is a critical matter for women like you and me. We just can’t go to the local shops to buy a simple bra as that guy will be staring at us like anything because we asked him for the bra. It’s his job to stare, check and recommend.
As uneasy as you feel at that time, as much difficult it is to know about your own requirements. Yes, that’s true.
Zivame came out as a Savior for all the women. In all it’s online campaigns, it displays some interesting styles of the women’s undergarments, colorful and very different from what we normally see in a local shop.
So, that’s the trick they do. They show up in front of lacs and lacs of women with never-seen-before lingerie and with huge price discounts and offers. While buying they help you decide your correct size using their easy-to-use ways. In fact, they are now having some offline stores where you can go and have your size checked. Amazing, that is.
Well, this was a short story to make you understand that with little marketing some companies are able to establish their brands because they have very little competition in their space.
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For companies which are like little drops in the ocean of so many other brands in the same domain, it’s difficult for them to create a branding for themselves BUT STILL, THEY DO. This means, for branding in this busy ocean, you have to be different.
You need to tell your audience things that others are not telling. Talk to them in such a way that others are not talking. Keep in touch with them after they make a purchase like nobody else is doing with them.
Ultimately, you need to present your company in such a way that people can easily trust it’s products and feel happy about it.
Some essential elements for doing the branding for your company are:
Now, here are 2 things you need to take care while going about doing the branding for your company.
1. Keep your customers above you
Right from the mission statement, marketing message to the images you use in your campaigns, the instant idea that everyone should get from looking at or listening to your brand name is that you care for them.
They should know that to listen to them is your very first etiquette. It should be so powerful that they even recommend your name further to their friends and social circle.
Keep an eye on your competitors as to what all are they serving their customers with. Do not copy, but yes, you can pick up the little techniques which are making people happy by using their brands.
You will have to build your community of loyal and happy customers. This can be done by providing after sales services and delighting your customers. More than seeing them as an income source, focus on building relationships.
Always keep in touch with your old customers and keep sharing useful insights and offers etc with them, to make them feel special like on Valentine’s date.
These little deeds of kindness will create a brand image for your company which will be positive, helpful and get you recommended.
2. Stay consistent, with zero breaks
All the little deeds of kindness and the work you do, it should not be a one-time thing. Carry on, and keep up with the things you first stood for.
If it’s the way you respond to your customers that is being liked by them the most, stay consistent with it. If it’s the way you explain your product on Facebook that is getting more people from their to your business, then stick with it, and even replicate it on other online platforms you exist.
Your brand name, color, mission, ways, design, voice tone and everything that can matter to your customer while making a decision should find a near-perfect answer and stick to it. It’s because people like it and identify you with it.
You should breathe and live your brand at all moments, in public. Let people discover you and instantly say, “Hey, that’s what I was talking about!”
Wouldn’t that delight you too?
So, whatever your product be, let it be a common thing, but let your branding make it look one of a kind. Let people trust you in a way that they start swearing on your brand name while telling their friends about you.
Don’t wait a moment now. If you have a business (in anything), you can make it super-interesting and outgoing that people will start loving you.
Do you already do something different for the branding of your business? Please let me know in the comments below and let’s discuss!
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