The history of brand identity started hundreds of years ago. The idea of brand identity did not start in the modern era. It actually started since the time people started to create products to trade or sell. Trademarks, posters, and symbols were used to indicate the origin or maker of the products. Those signs also guaranteed the buyer of the quality of the products.
History of Branding
Branding is already used as a sales strategy even in the ancient marketplace. In ancient Babylon, product sellers use verbal sales pitch to attract buyers. They also write announcements on papyrus about their latest products. In that way, they managed to introduce their products to the mass. 3000 years ago, Chinese people held trade fair where vendors sell displayed wares.
In the medieval marketplace, town people were paid to advertise trader’s goods. They made handwritten handbills and distributed them to advertise the products and to attract the customers as well. They have drawn symbols on the handbills so that customers can identify the merchant’s type of business.
During the Sung Dynasty in China, mass communication has improved because of the invention of block-printing. Also, during this period, paper money was invented due to the shortage of copper coins. Chinese people used banners, printed wrappers, signboards, and painted lanterns for advertisements. In 1403, Koreans used metal in block printing thus improving the technology.
The invention of the Gutenberg Printing Press in Germany allowed more effective mass distribution of information in 1448. Because printed information was easily distributed that time, it also became easier for advertisers to promote their products.
The introduction of newspapers in England in 1625 and in the United States in 1704 made advertising easier and more effective. Even though early newspaper announcements were limited to one section only, advertisers still managed to attract the attention their readers by repeating advertising lines repeatedly. In the 1700s, stamps and trademarks became a standard practice. Trademarks became vital to consumers, producers, and governments.
As you can see, branding has started even before you were born or even before your ancestors were born. In the twentieth century, companies offer personalized or custom design products to attract buyers. It is like the consumers take ownership of the companies’ brands.
Importance of Branding
What is the importance of branding to your marketing strategy? First of all, you need to understand that branding is not about making your target audience choose your products over your competitors’ products. It is about making your prospects believe that you are the only one that can provide the best solution to their problem. Branding is very important in your business because it can skyrocket your sales. It also boosts trust in your company and develops uniqueness of your service or product.
In order for you to have a good brand identity, you should focus on delivering the message or objective of your product clearly, confirm your brand’s credibility, connect to your prospect buyers emotionally, and motivate your potential buyers. When you accomplish these things, you can easily get the loyalty of your buyers. Needless to say, you need to understand the needs and wants of your target buyers in order to succeed in branding. Identify and analyze the problems that they are having. After that, come up with an awesome solution to their branding identity.
To improve the credibility and reputation of your business, it is important to invest some time and money in branding. Promoting your brand through various branding strategies can help you to achieve your goals, increase your profits by bringing new customers. There are no fixed rules for designing an effective branding strategy. The marketing department of an organization has to gauge the present scenario and then develop an optimum strategy to promote your products and services. A good marketing strategy definitely allures customers to your products and gives your competitors a real tough time. Below are various types of branding that can help you to increase your business: Product-line Branding Product-line brand strategy comes into action when you need to market or promote different products related to each other of the same company. By product line, I mean that the products are similar but differ slightly in the way each product works.
When talking about online branding, the things that come to mind are corporate logos, jingles, websites, packaging, and other things that are perceived by the audio-visual senses. However, it is important that people, especially business owners recognize these things as instruments that they should use to reach their goals. With online branding, the main goal is to introduce the company. It is to let the people get to know the company – who they are, what they do, and what they aspire to be.
No one can deny the fact that the World Wide Web, specifically social networking sites are here to stay. Each day, more people are discovering the convenience and entertainment that these sites bring. Each day, existing social media account owners spend hours on these sites. This quickly makes the internet one of the best places for advertising and marketing. This is why online branding is getting big these days. Internet has become the best way to reach out to customers and establishing a strong online media presence requires effective online branding strategies.
Online Branding actually holds a number of advantages for business owners. It helps them save time and money since they will be working with the resources that they most likely have already.
Why is Online Branding Important?
- Connect. Online branding enables instant and direct connection with customers. Having a website wherein customers can get in touch with the company is a potent way to earn customer’s loyalty. Knowing that their voices are being heard, they are sure to voice their thoughts out more. This works best with an established logo or jingle that they can associate with the company. An instant connection is a sure way to get even just a few seconds of their attention.
- Save. Online branding is wiser and more cost-efficient as compared to paid advertisements. While paid advertisements provide space for logos, slogans, and banners, the space and characters can be very limited. Through online branding with the use of websites bearing corporate logos, the space may be maximized and different approaches and tones may be used to suit the business’ needs.
- Attract. Just like when connecting, businesses can easily attract potential customers through being seen online in the right place, the right time, and the right way.
- Dominate. Having a strong online branding will help the business establish a group of followers. When a business is able to attract the customers, they will start following its website or social media page and this gives the business an audience that is instantly reached.
There are a lot of big companies with successful online branding strategies as one of the greatest factors of their success.
- Consistency. Red Bull had a steady flow of fresh videos giving followers something to look forward to.
- Adventure. Red bull videos contain epic adventures – something that its followers are most likely interested in.
- Mass Appeal. These videos got shard a lot because of its uniqueness and genius.
- Community Involvement. They uploaded videos wherein they give back to the community.
- Brand Association. Adventures were associated to the brand instead of employing blunt product focus.
- Courage. Coca-Cola is one of the pioneers of online branding. While online branding’s future is still unknown, they took the risk. In the end, they conquered the World Wide Web.
- Customer Involvement. Coca-Cola launches programs that are customer-centered. One good example is their “Youth Ambassadors of Happiness”.
- Facebook. With most of its customers being yuppies, Starbucks is the second most followed page in Facebook. This is through their implementation of successful offline strategies to social media. Their FaceBook page is organized, interactive, and provides reward through contests.
- Twitter. Starbucks connect to customer through individual tweets.
Different businesses, different strategies but there is just one conclusion – successful online branding strategies means successful business. you can find out more branding techniques and ideas here on our site or speaking with one of our consultants. We also recommend the follow source.