Branding, marketing, and disruption. Each of them are discussed in detail:
What is a brand? A brand isn’t just a company doing or making something. Brand is a gut feeling. Your brand is not what you say it is but a brand is what others are saying about it. A brand is formed by how people perceive your brand. And these perceptions are based on their brand experiences.
Branding has got a lot more to do then graphics and designing. It is about influencing other people and their gut feeling with engaging and quality brand experiences. So, when they see your brand, they are able recall those experiences and remember the influence they had on them.
So, how do you do that? How do you do successful branding that actually brings results?
Branding is how you influence the public about what you are doing whether it is a product of your company, any services you are providing or even if you are promoting something. Whenever and whatever the public sees about your company, influences their feeling about your brand. All of these include everything: your logo, website, social media pages, and promotional brochures etc.
Effective and engaging branding creates memorable brand experiences and this way, you are able to rightly convey the message about what your brand means.
Marketing your brand is not that difficult. But for that, a very important misconception has to be clarified. People confuse advertising and marketing. You would think they are the same but they are not. The difference might seem minor but it really helps in knowing exactly what you need to do while marketing your brand.
Advertising is all about creating awareness. The billboards you see, the ads you hear on TV or hear on the radio – all advertising. So people know that XYX Company is launching a product or is up to something. But marketing is one step further. It is not about awareness but engaging in conversation with the target audience. It is about talking to people you wish to serve and provide services.
How do you do that? Let’s take a look:
There are two ways two do marketing. Inbound and Outbound marketing.
Inbound Marketing: In inbound marketing, you have to position yourself in such a way that you appeal and attract the audience. Like a moth to a flame. You work up on your brand image to make people come towards you themselves and ask about what you do, how you do it. You create such content and make such an offers that the consumers get a fair idea of what you do and what they do see, is attractive enough to pique their interest and make them come to you and initiate conversation.
It is all about contacts. Making people to give you their contact details. So, may be you can start with a giveaway that is good enough for people to give you their contact numbers and emails.
You have to use up your resources to add value. You should be right where your target audience is looking.
Outbound Marketing, on the other hand, is when YOU initiate the conversation with your target market. The people you want to buy from you, use your products and services. How does outbound marketing work? You have to make the first move and start the conversation. In any way possible. It can be through telemarketing, going to events and handing out cards, pamphlets or brochures, door-to-door. May look redundant but it is one of necessary steps you need to take for marketing your brand. Popular examples are networking and email marketing. You meet new people and build relationships. Whenever someone you know needs your help or knows someone who might use your expertise, they will call you up. Emails start from the inbound marketing when you get people’s contact and email but then, you can switch to regular emails and keep them updated.
You have to use the ideal mix of both inbound and outbound marketing strategies. There are tons of ways to market your business and brand. But you have to ascertain that you have at least 3 4 channels to market your product and services through.
Identifying the conventional methods of doing things and then challenging them with new ideas that bring a new vision and add value to the customer experiences. Convention is what everyone does but they might not be the best way. You have to disrupt the market or else you will get disrupted. Market is ever-changing so you need to bring the disruption yourself. Think of how you can move ahead of your rivals.
A popular example is Uber. Uber has brought a massive change in the transportation industry and yet, it owns no cars! They challenged the conventional methods of cab service and provided a ride model which boosts greater competition and better services.
You should know who you are as a brand. And ask yourself about: