The meaning of a brand can be interpreted differently and it is prone to a lot of misconception. Each brand unfolds its own story and so must be managed by a clever editor who is ready to provide stakeholders with non-stop, high-quality content that offers utility and inspiration as well as empathy.
When the pioneer of branding Alan Siegel came up with a new term, which he called "brand voice" -- he was living in a world that in the eighties was dominated by print media and in which the annual report was considered the end all and be all of branding. Since then, printing and the world has changed radically and today we are living in a world in which the brand voice is a key component to engaging your customer successfully. With lightning fast media dominating the landscape, these days it is vitally important to get the media to speak of your brand spoken in a positive manner.
“The only way to build a strong brand is to create and sell a products that delight your customers.” Geoffrey James – Inc.com
Today, a strong brand voice must be driven by high quality.
Even so, brands have thus far not succeeded in engaging their customers with useful conversations. People who are in charge of branding must understand that content is nothing more and nothing less than a vehicle that helps them achieve desired results. Content makes people engage in conversation and that is the best way of engaging customers and people. So unless your brand is successful in engaging customers in conversation, it will not survive in an environment that is presently being dominated by social media. A brand voice can define the personality of the brand and either improve it or retard it. It is thus the marketer’s job to create a brand voice that inspires and supports the brand’s mission.
The first step is to get people to think about a brand as a means to fulfill their expectations as well as aspirations. Brands are like humans -- they have a character on which a relationship can be built through the use of proper content and it should have style as well as voice and even the correct diction. Thus, proper branding involves focusing on the audience.
Benefits of Strong Branding
Strong branding leads to a rise in customer loyalty. It also has a profound influence on the philosophy of the consumer. It also helps to make your brand stand out from the rest. Strong branding also means that introducing your product to the consumer becomes an easier task. And, of course, strong branding will also improve the credibility of the services as well as products that is being offered by the brand.
There is no doubt the fact that strong branding leads to improvement in the way that the brand functions and performs. Some of the best-known brands like Nike and Coca Cola generally outperform other competing brands. The reason for this is not hard to find. Both Nike as well as Coca Cola has strong branding, which is easily recognized by consumers. Nike and Coca Cola sell greater numbers of products because they enjoy greater popularity among consumers. Even if the competition is very stiff, these brands because of their popularity generally beat out the competition.
It is obvious that any brand that does not have a strong presence will find it hard to sell as many goods and services as a company with a strong brand voice. Even when competitors try to copy a well-known brand, they will not succeed because strong branding means the brand is able to differentiate its products so that the customer does not get confused when faced with multiple options.
How do you improve your brand?
Because of its strong brand voice, a well-known brand like Nike or Coca Cola is able to develop its brand name even more. If you wish to improve your brand name then you have to make appearance and stand out from the crowd. Using offline and online marketing will help greatly, it is a long term investment and it has to be done regularly. It is not cheap, but use of printing services for business cards, flyers, banners or other printing materials will get you noticed in the real world, to help improve your exposure in online world you have to use online marketing services. Making a strong brand requires a lot of work and it should be done by experts.
The bottom line is that a strong brand is a must when it comes to engaging your customers. Unless you have a strong brand, it will be very hard for you to introduce new products because the customer recognizes and even accepts fully established brands, which are in a better position to convince the customer to buy their products and services.