Branding is a process that is used by the businesses to utilize marketing strategies to enhance their product or service image so that it is more readily recollected by the customer. Branding helps the product or service to make a favorable impact on the target customer while the branding concepts help in outlining the guidelines that should be followed during the branding process.
Branding of any product and service should follow some constants that help in establishing a brand in the long run. The internet branding strategies should have the following constants in your branding formula:
? Branding should be simple
The most popular brands in the world have very simple, easy to remember logos. The reason behind this concept is, we tend to remember and associate ourselves with simple things and choose to ignore or forget complex ideas.
? Branding should be different
Your brand should have individuality, should be different. The brand should stand out from other similar product or service; otherwise the whole idea of branding is lost. Only an individualistic brand makes a mark on the psyche of the target customer and he remembers it when he makes a buying decision. This is why most of the MNCs take strict action on trademark violations.
? Branding should be safe
Play safe and do your research if you are catering to international audience. If you are using symbols in your logo make sure they do not offend the target market in any way or you can chances of shutting your shop before making any sales. Therefore keep the regional and cultural sensibilities in mind during the branding process.
The three most important branding concepts that are the basis of all branding processes are brand promise, brand attributes and brand personality.
A brand promise is a promise or commitment the company makes to its customers. The promise should be clearly stated and tells about the most important benefit of the product or customer.
Brand attributes are the features that describe the customer's experience like quality, innovation or customer service. The attributes help the company to deliver the brand promise. Brand personality is the characteristic the customer experiences when they experience the brand. Thus the essence of the brand is a symbiosis of all three.
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