Why Every Business is not a Brand?
Since the dawn of the nineteenth century, many businesses have risen and fallen out of which only a select few have managed to become a brand in their industry. Over the years businesses have evolved with time and technology. During this evolution, one thing that remained constant is the identity factor or the brand identity which sadly has been ignored by many of the businesses.
Since the dawn of marketing, many promising businesses have fallen prey to aggressive marketing campaigns that are solely based on “trends” that mostly don’t align with their own brand philosophy.
Consequently, these kinds of absurd campaigns have fetched some momentary results but in the long run, they have been detrimental for the overall brand perception and brand image among its audience which finally results in a lowered brand loyalty.
So strategizing and executing marketing campaigns that are pretty much aligned with your brand’s philosophy is of utmost importance to get optimal and long-term results that ensure enhanced customer retention, increased brand popularity, elite brand experience, and word of mouth publicity that every business or product craves for.
For the past century global markets have soared exponentially in terms of sales but one factor that remained crucial for such growth was consumer behavior which is greatly influenced by a product’s identity design, symbolic traits, graphical presentations, and emotive messages.
All of which are top-performing branding attributes that have been consistently followed by the globally acclaimed conglomerate of brands such as Nike, Mcdonald’s, Amazon, and many such well-known brands that have constantly maintained their brand image, All thanks to their thoughtful brand philosophy and tactful brand strategy that is made to communicate the overall brand message through innovative, creative and engaging marketing campaigns that generally become the trendsetters.
Worldwide rapid economic development has led to drastic changes in economic systems involving a shift from a mass-production approach to a mass personalization approach due to which consumer choices have also shifted from needs-based decisions to cult-based decisions.
As of now, the majority of all Cult based decisions are purely based on this underlying question:
“Which Cult would I be a part of if I buy this product?”
which tells us the importance of cults or groups of consumers that are hooked to some product because of the intriguing product story or the purpose for which the product stands for thereby giving its audience a meaningful message to which its audience can relate to.
Be it company branding, business to business branding, business branding, or product branding all these branding methods have one thing in common which is a well-defined personalized brand strategy that is based on one’s brand identity, ideology, and target audience.
In the existing marketing industry, there are many best marketing strategies around but only a few best branding strategies that are in line with a business’s brand identity. Establishing a strong brand identity involves a careful selection of colors, fonts, that align with your brand’s core message. During such selection, consumer preferences and their associated reactions to certain elements and colors should be kept in mind.
With growing market demands, industrial innovations, and technological advancements the introduction of new products with more or less similar features has and will become very common thereby making businesses more competitive and cut-throat.
“Branding with purpose” is what sustains and grows your business in today’s highly competitive markets where branded products are valued more than other products that have more advanced features but don’t possess any brand identity or comprehensive brand philosophy.
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