Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.
There are many areas that are used to develop a brand including advertising, customer service, promotional merchandise, reputation and logo. All of these elements work together to create one unique and (hopefully) attention-grabbing professional profile.
Why Is Branding Important?
Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business and increase brand awareness.
Branding Gets Recognition
The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company. This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. Printed promotional products are a way of getting this across.
Branding Increases Business Value
Branding is important when trying to generate future business, and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.
Branding Generates New Customers
A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.
Improves Employee Pride And Satisfaction
When an employee works for a strongly branded company and truly stands behind the brand, they will be more satisfied with their job and have a higher degree of pride in the work that they do. Working for a brand that is reputable and help in high regard amongst the public makes working for that company more enjoyable and fulfilling. Having a branded office, which can often help employees feel more satisfied and have a sense of belonging to the company, can be achieved through using promotional merchandise for your desktop.
Creates Trust Within The Marketplace
A professional appearance and well-strategised branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company that has a polished and professional portrayal. Being properly branded gives the impression of being industry experts and makes the public feel as though they can trust your company, the products and services it offers and the way it handles its business.
Branding Supports Advertising
Advertising is another component to branding, and advertising strategies will directly reflect the brand and its desired portrayal. Advertising techniques such as the use of promotional products from trusted companies such as Outstanding Branding make it easy to create a cohesive and appealing advertising strategy that plays well into your branding goals.
Branding in Marketing is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
Brand Strategy & Equity
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product–and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.
Defining Your Brand with Sirena Marketing
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.
Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center .
Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
- Create great logo. Place it everywhere.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication marketing and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand. This is your marketing start!
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
- Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.
LET’S TAKE A WELL- KNOWN EXAMPLE THAT HAPPENED TO BRING BILLIONS IN LESS THEN 60 YEARS: DUBAI AND ABU DHABI BRANDING STRATEGY IN THE MIDDLE EAST
How would you distinguish Dubai and Abu Dhabi from other big Middle Eastern Cities? Would it be by its significant architectural achievements? Maybe the advanced technology or the multiculturalism?
By 2020, when Dubai Expo takes place, it is likely that a number of other characteristics will be contributing to the positioning and recognition of the city developed and established through creative “place-making”.
The recognition of Dubai’s creative branding, marketing for cultural initiatives is a key ambition for the UAE government and there are many such initiatives newly completed or under way. In recent years, the government has set targets that lead the city towards success in 2020, including the well-documented ambition of 20 million tourists.
To attract more people to Dubai numerous creative enterprises have been initiated — and are being implemented — to achieve the targets. Already, expectations are being exceeded.
Many of these initiatives are operational. They are creating a unique environment for both tourists and inhabitants, and in doing so, contributing to the economy and brand positioning of the city. Research conducted in Dubai identified how creative place-making can enrich the city.
The research aimed to define the contributors of successful creative place-making and its impact on Dubai as a destination. The findings were drawn from a literature review of high-ranking peer reviewed journals with 175 references and interviews with subject matter specialists and senior professionals in creative, government and cultural sectors conducted over a 4-month period.
Introduced by Rocco Landesman, as Chairman of the National Endowment for the Arts in 2009 when repositioning arts and culture in US communities, the concept of creative place-making partners people from public, private, non-profit and community sectors to strategically shape the physical and social character of a neighbourhood, town, tribe, city or region around arts and cultural activities.
The term was given to the practice of leveraging the power of arts, culture and creativity to serve the community’s interest. In doing so, the town or city takes on its own distinct identity. This acts as a form of marketing, known in the industry as destination branding.
Visitors to any destination are seeking an experience. They want to take it home with them, or look back on an event as something like a new adventure — one that they may never have a chance to do again. People expect a complete experience that is distinctive in each place. This in part explains the popularity of services including Airbnb, which is essentially the rental of a domestic property. Rather than stay in a hotel, the user will enjoy the unique and authentic experience of a residential property, have the opportunity to temporarily be part of the community and enjoy the characteristics and style of a home typical to that area.
The term “destination branding” refers to the branding of a place as if it were a consumer product. Considering the experiential nature of tourism, creative place-making is being used for value creation for a brand from the arts.
The use of a creative network — or the creative community of a city for the purposes of design — will contribute to the uniqueness of that place. This uniqueness has a value to the destination and can be marketed as such.
The above mentioned research project in Dubai identified a compelling connection between the tourism destination and the brand through the use of creative place-making. A key finding from the research was that Dubai is now perceived as the leading city in the region for the creative industries, and therefore, enjoys an increased brand recognition.
The shift from the old positioning — which accentuated mall culture and incredible architecture — towards a position that puts experience at its core, with the arts playing a major role, is now a key focus for the city to develop a destination brand.
Creative place-making initiatives have worked in conjunction with several big projects. Dubai Design District is expected to positively reflect on Dubai branding internationally, through designer fashion and interior design, whilst Dubai Opera will host a number of major touring productions in performing arts.
The Dubai Canal development will support the creative place-making of the city through plans of rejuvenation and community building further evolving the destination as a brand. With many of these environments now operational and recognised as cultural hotspots, a growing number of visitors to the city is expected.
The creative sector benefits world cities primarily through socioeconomic contribution, a product of creative place-making. As Dubai and Abu Dhabi are creative cities, and the creative industries are sophisticated and mature, creative place-making positively affects Dubai and Abu Dhabi as a destination.
Architecture, film and video, design and predominantly performing arts are the main drivers of creative place-making in Dubai, and with further integration will lead to Dubai being recognised as one of the cultural epicentres of the world. The use of the cultural industries coupled with a human-centred approach to the development based on mutual respect and open dialogue among cultures will lead to lasting, inclusive and equitable results for Dubai as a place to live and a destination to visit.
We shouldn’t forget Abu Dhabi and City of Lights that is developig fast and in couple of years Yas Island, Ferrari world, Warner Brothers, Reem Mall, one of the biggest mall in United Arab Emirates, Saadyiat beach island one of the most natural and beautifull public beach, Etihad Towers, Emirates Palace, Corniche Marina.