What is Branding in Marketing?
Branding creates a solid and positive perception of a company, its products or services in the customer’s mind by combining elements such as logo, design, mission statement and a consistent theme in all marketing communications. Effective branding helps businesses stand out from the competition and build customer loyalty.
That means customers expect your tone of voice to be the same across all emails, on your website, in customer service, and at every other touchpoint in your business. Changing brands means changing your logo and style everywhere, online and offline. Ensure you create a reliable brand, so your customers appreciate your omnichannel presence.
In-store branding can be very changed from online branding, as in-store, you have to worry about product and accessory positioning, which can impact how a customer perceives your brand. In-store branding is more experiential, as people can walk around and pick things up while online customers experience a two-dimensional scene. Of course, some branding elements are consistent both online and in-store, including uniform images and logos.
Why is Branding Important?
A unique brand can tremendously impact your bottom line, giving you a competitive edge over your competitors and helping you attract and retain customers at a much lower cost. In e-commerce, where new businesses (and therefore new competitors) are popping up daily, an established brand can be an invaluable asset in attracting customers and generating profits.
Whether you put the time and effort into creating a compelling brand or don’t bother, your business still has a brand. However, it can be completely different from what you want to be seen.
By carefully building your brand through stories, relationships, marketing messages and visuals, you have the opportunity to shape customer expectations and create a unique connection that goes beyond the buy-sell relationship.
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