What Is the Role of BRANDING in Digital Marketing?

BRANDING in Digital Marketing

In a nutshell, branding is the process of researching, developing, and applying a distinctive feature or set of features to your organization so that consumers can begin to associate your brand with your products or services.

Branding is in social media captions, billboard color palettes, and the materials brands use for their packaging. Companies that create strong brands know that their brand identity needs to live everywhere. They know their names extend far beyond the label and can entice consumers to choose their products out of a lineup of options.

Why Is BRANDING Important?

1. Customer Recognition

In the world of ads, when a customer recognizes a brand’s color, theme, logo, etc., they are more likely to choose that product over all others. This is because they are already familiar with your brand and what it stands for. From something simple and minimalistic to something wild and eye-popping, a good brand will always be recognized in a sea of others.

2. Customer Loyalty

Once a customer begins to recognize and buy a product or a service, good branding will keep them coming back for more. A good company with great products combined with effective branding hits all the right notes with customers. This will increase customer loyalty in the long run. A good example of customer loyalty is Apple, which has one of the most successful branding stories in the world. It managed to build a loyal following by building an emotional connection with its customers. Brand loyalty is one of the major reasons behind Apple’s massive success in the market.

3. Consistency

A good brand sets the foundation for a business. Once a business has found its branding – company philosophy, colors, typography, etc., all other efforts can be modeled around it. All future marketing efforts can branch off of this foundation. This creates consistency within a brand and helps customers relate to it more. Imagine a company changing its logo every other month. Most customers would get confused and not even want to buy the products and services from inconsistent brands.

4. Credibility

Every customer has their trust issues whenever it comes to trying a new product or service, However, a strong brand can help you set yourself apart as a well-established business with strong values that customers can resonate with. Innovative marketing coupled with exceptional products and services, phenomenal customer service, and interesting visuals will surely help even a small company establish itself as a serious professional business.

5. Improve Company Values

If your brand has a personality, it is easier for people to relate to your company’s values and motives. When people relate to your company values, they are more likely to want to do business with you. Take Toms’ shoes, for instance. They are one of the most popular shoe brands in the world, but the main thing the brand is known for is their donations. For every pair of shoes that you buy, they donate a pair of shoes in partnership with humanitarian organizations. This fosters a shared emotional connection between the company and the customer and is one of the main factors of branding.

6. Stay Ahead of Competitors

If you have so many competitors in the market and you are just starting, it may be a tough job to get ahead of them. However, a personalized and unique brand can help attract the right customers for you. You can also charge extra for premium quality products with good branding. 

7. Brand Equity

One of the most important benefits of branding is that it helps to promote new products and services. If people are loyal to a brand, they are automatically interested in whatever new the brand has to offer. When Apple first introduced AirPods in 2018, it dominated the wireless earphones surpassing giants like Samsung and Xiaomi in the global market. A study by Strategy Analytics shows that AirPods has over 50 percent of the global market share.

8. Attracts Talent

When a business has effective branding, it is hard for people to not notice. This attracts influencers, content creators, social media marketers, and other concept builders. When a business draws these kinds of people in, they increase their creative powerhouse. Collaborations with the right people can go a long way to promote your brand and uplift your brand’s digital presence. This helps you reach an even larger audience because people trust the recommendations of their favorite influencers and content creators.