Why You Should be Branding Your Company
As a Branding Agency based in Abu Dhabi, our experience with providing Branding and Digital Marketing Services to numerous clients across the UAE has helped us to understand the difficulties of being recognized and staying relevant in a competitive business environment.
How can you get and keep people’s attention ? How do you establish familiarity among your target customers ?
How can your company stand-out from the crowd?
This is a question every business owner thinks of, while working towards creating their company.
All these questions have one answer: Branding
Branding is how customers perceive you and the blueprint of the business. Your brand is the identity customers come to know.
What do you think of when you hear or see the name, “Versace”?
Most people associate “Versace” with luxury and high-end fashion. But why do they think that? And how did these names stick with the public for hundreds of years?
People associate “Versace” and other names like “Chanel”, “Dior”, etc,. with extravagance and celebrity-favorites, simply because:
– It’s what the name tells you, by tone and meaning.
– It’s what the company delivers to you, through services or products.
– It’s who the company has been for a long time.
By being consistent in what they provide to the public, and by maintaining an image that they wish for the public to associate them with, these companies have built excellent reputation through their branding strategies.
What you present to the public is a huge chunk of your business. In most companies, Branding will make the difference between revenue and sales, and debt.
Like all your assets such as tech, buildings, or your staff, your brand can also be an asset to your company once you entrust experts to harness its potential, and use it to your advantage. It’s up to you to decide if it should be left to deplete in value and become the reason for your company’s downfall, or if it should be strategically set up to bring in profits and make your business thrive.
Anyone can tell the difference between a branded and an unbranded company. Most people would say that a branded company has more value, more customers, more quality, more money, and more of everything that an unbranded business doesn’t.
When carefully executed, branding ensures that every aspect of your company is unified in leading the customer towards a designated conclusion.
If executed properly, your Brand will
#1 Generate new customers
Consumers are quick to refer their friends to products, services, and companies they trust in.
#2 Create the right perception in the public’s mind about your company
What your company believes in, what your company does for the public, all of this can be engineered through branding.
Take “Disney” for example, people perceive Disney to be an innocent, fun and magical experience. This is the belief that Disney’s branding strategy has constructed among the public, allowing them to become one of the biggest brands in the world.
#3 Display what your company stands for, or believes in
With brands like Apple, or Tesla, you know that they believe in innovation and creativity, among many other things. This is what these companies claim to stand for, and what the public believes that they stand for.
Their branding has been carefully crafted to allow the public to associate them with these beliefs. This is how branding will develop the image that the public will have of your company.
#4 Present how you’re different from the competition
Branding can help you with Brand positioning, i.e how your brand-identity positions yourself among other established brands in the market.
Think of the difference between Essence Cosmetics and HUDA Beauty.
Essence is an affordable brand that is targeted towards teenagers. Their most-used colors being fun and bright, and presented by younger models, they’ve managed to gain quite a following from their target audience.
HUDA beauty on the other hand, is perceived to be a high-end makeup brand, selling high-quality makeup products, and is marketed towards a more mature audience.
The positioning of the brand can be used to justify a pricing strategy. It also explains to your target audience why you are the best company for them and what sets your products or services apart.
Huda Beauty has managed to impart a distinct image of their brand to the public. Because of their brand positioning strategy, their products, although highly priced and having high quality, also have high demand. Here, their brand positioning strategy can be credited for their impact on the public.
From the physical characteristics of your product or service, to the emotional response that your brand triggers, aspects of its presentation, its price point (such as very high or very low), your brand story, and even the customer experience can differentiate your company from your competitors.
#5 Show potential customers that you’re an established, credible business
How is Starbucks different from any other coffee brand that you know? And why?
Starbucks has loyal customers, both online and offline followers, and even celebrity-endorsements. All these people believe in the company and what they offer, making them one of the biggest coffee suppliers in the world.
When they were just starting out, Starbucks stores sold just coffee beans and not drinks. But today, they are the go-to stores for any coffee lover, and this can be credited to their well-made branding.
They’ve established themselves as a credible, trustworthy and one-of-a-kind brand, and the public believes the same.
This is how powerful branding can be, if you choose to use it to your advantage it can serve your business well.
All of this is possible only with the right branding strategy.
What is a “Branding Strategy”, and what does it do?
A branding strategy is a plan that helps your company build a unique identity, something that differentiates you from the crowd, while helping you achieve your business objectives.
In today’s competitive marketplace where thousands of businesses offer similar services or products as yours, a branding agency can help you stand out, which can sometimes be, surprisingly, the only difference between succeeding and shutting down.
This is where we, a Branding Strategy Service providing agency, can help your company, by developing a flawless branding strategy that is tailored to your company’s personality, and meet the needs of your target customers.
By working with you, we can build a Branding strategy that can positively impact your business in the following ways:
#1 Improve brand recognition
This will help your target audience to quickly and easily identify your business. Most people prefer to buy from companies that provide a feeling of familiarity.
#2 Increase trust
Branding presents to the public eye a business that is well-established, and therefore trustworthy. This will help you generate more customers, and spark interest in potential customers.
#3 Increase your financial value
A strong brand, by itself, is an asset to your company. If your audience knows your value, then they will be willing to pay for it, allowing you to charge a premium for the “brand value”.
#4 Influence stakeholders
Your brand reputation can have an impact on the decisions taken by local authorities, potential investors, and even your suppliers. With the right brand strategy, you can secure valuable partnerships, mergers, and highly qualified employees.
Now that you know what branding and a good branding strategy can do for your company, you must be wondering about how you can apply these.
Your brand needs a digital presence so that your company can get the most exposure. As a Branding Agency, this is where we employ our expertise and help you out!
What is Digital branding, and How does it Help Your Company?
Digital branding is how you design and build your brand online through websites, apps, social media, video and more.
Now more than ever before, it may be important for companies to invest in digital branding, with consumers relying heavily on social media where they get exposed to numerous brands, new and old, every day. Especially for a start-up, or a small business, it is non-negotiable that they cannot afford to not stand out in today’s environment.
Businesses today need a diversified array of digital branding tools to cement their real-world presence.Most of us engage with the larger world through the lens of the internet, which makes it essential for brands to reach target customers and convert one-time users into long-term loyalists.
A robust digital presence makes customers feel personally involved with a company or product. Well-crafted branding fosters relationships with users and allows you to speak directly with consumers through day-to-day interactions on the platforms that they’re already using.
Your company’s online presence is the primary medium through which most potential customers will learn about and interact with your brand.
Digital branding lets you zero-in on your audience by targeting specific customer groups through the online platforms they use most frequently, such as: Twitter, Facebook, Instagram and more.
Digital branding benefits your company in many ways, a few are listed below:
#1 Connect with customersA brand that isn’t searchable online practically doesn’t exist in the contemporary consumer’s mind. This is where our experts use the latest digital branding strategies to help you, help your company, connect with your customers!
#2 Spread the word, and fast!
The potential to “go viral” or reach a mass audience in a short period of time at little to no cost, is a possibility with digital branding. This is the sort of exposure money can’t buy.
#3 SEO (search engine optimization)
SEO (search engine optimization) ensures that your brand and its products can easily be found on search engines, one of the primary avenues through which customers seek out your services.
#4 Social Media ExposureFacebook, Twitter, Snapchat: almost everyone, including your next-door neighbor, has some sort of social media presence. Our Digital Branding experts are equipped with all the tools necessary to help tailor every post to the platform on which it appears, giving your company a unique social media presence.
#5 Email marketing
With all the flashy tools out there to market your brand digitally, it’s easier to forget about good ol’ fashioned email. Online mailers are an easy way to reach out to customers, especially those who don’t use social media.
#6 Online advertising
Online advertising uses the power of the web to market your products. It’s not as simple as a banner on a webpage anymore. Today, there are dozens of ways to advertise digitally.
Search engine ads bump up your website to the top of the page on a site like Google, so customers see your product or brand first.
Different types of Online Advertising is at your disposal, such as:
#1 Display adsThese are clickable banners you’ll find on web pages across the internet.
#2 Social media ads
Facebook, Twitter and Instagram all offer a variety of ways to “sponsor” your content. You can “pay-to-play”, meaning your post will automatically appear in potential customer’s feeds, or you can hire an influencer to post about your products or services for you.
#3 Retargeted ads
Have you ever searched for something only to see an ad for that very thing ten minutes later? Then you know firsthand the power of retargeted ads. These reach customers who have already expressed interest in your business or services, whether by Googling it, visiting your website or liking your Facebook page.
#6 Online advertising
These days, it’s not enough to simply advertise your product. To create a loyal, returning customer base, engagement is paramount. That’s where content marketing comes in. Think of it as the human side of your brand.
Where digital marketing emphasizes sales, content marketing focuses on engagement through photos, videos, Spotify playlists and blog posts (like the one you’re reading right now!).
Digital branding isn’t just about selling, but developing a passionate, loyal customer base that not only buys your products, but believes in them.
Companies like Lyft, Yelp, Sephora, Airbnb and more, have excellent digital branding and marketing strategies, which have helped them achieve the level of growth that they have now.
Is that all?
Branding is more than just an eye-catching logo, or a beautiful name. While a name, a logo, a tagline, or a visual do play a role, this is not what branding is only about.
Research shows that emotions play a huge role in the decision making process of any consumer. This means that brands which make people feel a strong, positive emotional connection are going to gain loyal customers in the long run, which brings companies with the best connection with their customers a competitive advantage.
According to Forbes, successfully branding your business depends on having a lasting relationship between your business and your customers. This means having a connection that must include trust and an emotional bond.
By bringing in the emotional elements to your brand, you’ll be able to connect to your audience in a deeper, more meaningful way.
This will, in turn, create more brand loyalty and love for your brand.
Any business that hopes to stay afloat or even reach the top, should consider investing in a good branding-strategy. Branding has become more than just a Name or a Logo, it is now a means of survival and is crucial to the success of a company.
If you are looking for Branding Services or Digital Marketing Agency in Abu Dhabi to enhance your Branding efforts, get in touch with us today!
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