The Evolution and Effectiveness of Branding
For ages, branding has been defined as the creation of a name, slogan, design or symbol that differentiates you and your products from the competition. Nowadays, a brand has adopted a wider definition.
It is no longer limited to just a slogan or a symbol, it has become a perception – the image induced when a company name is heard, or thought of. Branding can be linked directly to the customer’s behavior.
This can be described as an embodiment of what a company represents from the customer’s perspective and can be influenced by surrounding words, elements and creativity.
According to digital marketing agency, Slinky Digital: the main objective of branding is to view you as the only ones who provide a solution to their problem or fulfill their needs. It is not limited to getting your target audience to opt for your products or services over the competition.
There are 5 goals that a good branding strategy will set itself to achieve:
- Delivering your message clearly
- Establishing your credibility
- Using pathos to create a connection between your service or product and the target market
- Provide motivation to buy what you offer
- Ultimately create a loyal customer base
The key towards a branding success story is the understanding of who your target customers are at every stage. It is how a company or organisation expresses themselves to others and what they are offering.