The branding process involves various techniques, each of which is formulated to generate relevance about the product in question. Over the years, the branding concept has undergone a phenomenal change in terms of execution. From background banners and branding standees to creating short films and advertisement commercials, online contests, fun activities, freebies and more, branding has become bolder and in-your-face. Today, you have celebrities endorsing footwear at musical events, singers using brand names in their songs, and even mentioning a product or service in the course of an interview. The branding meaning spells out the message in very clear terms and gives the target audiences a pulse of what they can expect. Branding in marketing helps increase product awareness, and it spells out the values of the business and the organisation and instils trust in the audiences. Branding comes in all sizes and shapes. Branding is an all-powerful activity that starts with designing the logo, what it personifies and the benefits to the end-users.
Did you know?
That a single promotional video of Airbnb received 3.5 million views because of its punchline, "The magical experiences that hosts bring to guests."
What is Branding in Marketing?
Globalisation has swamped the consumer markets with a million products. Many are similar to each other, while others have some different aspects. No matter how much their products are identical to their contemporaries, some brands are acknowledged as better and more trusted. People connect with them immediately. The brand's goodwill never sinks, and the dedicated clientele continues to grow with every passing day. You spot them across the horizon, at malls, commercial outlets and cinema halls, and even see people asking for that specific brand. How do they work this magic is the big question? This is where branding plays a very significant role. The magic lies in the value messaging, which lays the foundation of the brand's identity.
Their target audiences immediately connect every marketing initiative with the brand even without reading the brand's name.
A classic example is Nike's 'right-tick' symbol and its tagline 'Just do it.' Those three words are enough to trigger excitement in consumers.
Also Read: What Is Brand Positioning, and Why Is It Relevant?
Airtel was the fourth entrant into the telecommunication space, but it is one of the top favourites today. Its logo personifies the energy and dynamism of the conventional alphabet 'A'. Its various taglines across its marketing communications have instantly connected with consumers. Some of its classic taglines include the following:
- Airtel Tele-services include 'Express Yourself, 'India's first 4G Network',
- Airtel Banking includes, 'Banking is now at your fingertips, India's first payments bank.'
If you read the taglines, they speak volumes. They are crisp and make a definite statement about the service without glorifying the brand message. When they state, 'Banking at your fingertips, it implies you can initiate payments, and most Airtel subscribers use this convenient feature.
People relate to the commitment of the brand. Once that belief is concrete, nothing sways the consumer to another brand. When this happens, a slight price rise in the product or service is not debated because the consumers have implicit faith in the brand. Despite other telecom operators offering low subscriber rates and packages, Airtel rules the roost because of its flawless network and branding. A slight increase in the price has not decreased its subscribers because of the brand experience. In addition to innumerable value-added services, Airtel's theme-based jingles about friends and exotic places in India incite excitement in the consumers.
This triggers curiosity in the ones who are non-Airtel subscribers, and they visit offline stores to discover a world of goodies.
A very impressive example is Airtel's promise to repair a customer's smartphone, which gets damaged accidentally. Airtel ensures a free pick-up of the device, gets the phone repaired at its service centre and even delivers the same to the consumer. These branding services promoted through marketing affirm the consumers' trust in the brand as it continues to grow. Thus, as an organisation, you spell out your core vision through your marketing initiatives. Consumers understand the various benefits of associating with your brand and what they stand to gain consistently.
Branding in marketing is all about thinking 'out-of-the-box' and channelising that through power-packed marketing. Consumers are smart to notice something unique, different, promising and trustworthy. All airlines assure you of a comfortable and friendly ambience. However, there have been many instances where the airline crew has been rude or arrogant. One incident can harm the brand's identity and value forever. Branding in marketing works as a powerful channel on offline and online platforms. The right message for the right audience bundled with promises of consistent and better products and services serves as the right strategy to promote the brand's value.
Why is Branding Important?
Branding is not restricted only to offline branding and online messages via commercials. Every aspect of your marketing reflects your branding. How your in-store and telemarketers address and speak to your clients, their understanding of their grievances and their commitment to resolving issues personifies the brand's culture. Effective branding helps you to create a niche for yourself. Your competitors may be selling identical products, but when you practice powerful brand messaging with a promise of serving your clients consistently, you become a class apart.
When your brand's intent is perceived as honest, transparent and positive in your marketing, you are considered a worthy investment in the marketplace. Your brand's reputation precedes your arrival at new launches if you have been able to establish it in earlier regions. Branding in marketing comes a full circle after that. Branding is similar to story-telling. The house of TATA is one of the most trusted brands for a reason.
The brand never falters in its promise of delivering quality. This has helped establish an emotional relationship which has strengthened over the years. The brand and its diversification in varied industries speak of its vision, employment opportunities, consumer satisfaction and social responsibilities.
The logo design of the TATA group is a symbol of inspiration. It stands for 'Tree of knowledge', and true to that the various subsidiaries have lived up to that promise. You can find a TATA presence in automobiles, airlines, education, hospitality, FMCG, luxury wear, electricity, e-commerce and opticals, to name a few. The brand's growth is based on the premise of trust, which it has conveyed through its marketing in a very dignified manner.
Also Read: What Is White Label and How Does It Work?
Why is Branding Important in E-commerce?
Digitisation has overwhelmed consumers, and the web is swamped with various products of different national and international brands. The importance of branding in e-commerce is all about targeting diverse consumers across the globe to build your brand equity effectively. This means being well-geared to defeat and overtake competition by creating a differentiating brand value. You have to be on your toes to create brand loyalty to spread your brand equity across the platforms.
Your message has to be very clear and consistent throughout your online marketing at the onset. This will give a clear indication of your business intent and vision to consumers and potential partners. Your branding has to be promising, and this will enable everyone to understand your inherent values.
Once this perception has been established, the loyalty of your clientele is sure to become long-lasting. In e-commerce, you have to spell out subtly but firmly why consumers should choose your products over others. You have to ensure extremely polite customer interaction, deliverables and after-sales service. Proper research in identifying your target audience will enable you to promote your brand to them speedily, and this helps them recognise your brand and its promises.
Once they understand your brand message, commitment sets in, and you find many loyal consumers, which keep doubling because of individual word-of-mouth goodwill. Your branding message will make e-commerce audiences understand what your brand signifies, its core values and what makes it special from its contemporaries.
Conclusion
This article indicates the role of branding in marketing and e-commerce. One of the biggest challenges of branding is the consistency of messaging. You cannot afford to have a different message for a brand as it casts a shadow of doubt among the consumers. A consistent and authentic brand message will emphasise the seriousness of your vision. Branding furnishes your business with a host of benefits. Branding should be adaptable to a specific region. You have to understand the expectations of the populace and be able to satisfy their aspirations through your brand marketing accordingly.
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