Of late, the SEO hype has almost overshadowed the power of branding that can strengthen the backbone of marketing. Nobody can deny the value of brand positioning in the growth of its business. People start liking a product automatically, provided they know its brand, already have loved and liked it and enjoyed doing some business with its owner. We should focus on 3 key branding fundamentals for long term business benefits.
A Ritual: By ritual, we mean a predictable behavior that helps consumers relate to the brand easily. Can you even imagine an Olympic without its iconic torch lighting ceremony? After every four years, the structure of the ritual gets a little tweaked and molded in a new form to fit in the enactment of a whole new story. Nevertheless, people keep waiting for its enactment to be staged at the opening ceremony.
Any kid getting his hand on an Oreo should take the first bite without thinking much. Still, even grown ups would not like to have it without dunking it. Consumers or users get the feel of control over their day-to-day life through these brand rituals. This sense of control that brand rituals impart can build strong sense of kinship. Nothing sells better than the bonding of kinship.
Content: In the early 1900s, the Coca-Cola company hired a designer to create Coke bottle exclusively for the drink that it remains recognizable even after years just as the Coke bottle. The rest is history. In order to make mark as a strong brand, it is very important to create unique content that is recognized only as a property of your brand for years. It should become the brand voice for your product and keep reminding people of the brand.
Ripple Effect on Cross-channel Marketing: If cross-channel marketing is the sea, branding has to play the role of a stone that touches different focal points of the water surface creating ripple on the cross-channel marketing. People should be able to move between channels seamlessly and interact with the content or marketing message quite conveniently.