According to The Branding Journal, ‘Branding is the process of giving a meaning to specific organization, company, products, or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition’s.’
Businesses understand the importance of branding, and strategies to improve branding are always changing, particularly in response to branding trends. For a few ideas on improving your branding today, consider these areas of focus.
1 . Consider your CSR efforts
CSR means ‘Corporate Social Responsibility’, it’s a company model that helps businesses to be aware of their impact on society, whether environmental, social, or economical. When you make positive CSR efforts, this means your business in operating to improve the environment, rather than cause a negative impact.
Data published in Global Web Index stated that ‘68% of online consumers in the U.S. and UK would or might stop using a brand because of poor or misleading CSR.’ With this in mind, it makes sense to improve your CSR strategies when shaping your brand campaigns.
2 . Don’t forget the merch
Simple, yet still an effective strategy, branded merchandise is a great way to get your name out there, in a non-intrusive manner. Whether it’s pens, mouse pads or T-shirts, there are plenty of options to show off your logo and name! Probably one of the best ideas is custom water bottles. It makes perfect sense to put your name on something that all consumers need, and want! Branded items are a fantastic way to reach your target audience and promote yourself.
3. Nostalgic branding is a hit
One of the hottest branding trends right now is nostalgia. The concept is that people feel all warm and happy when they remember joyous things from the past! Whether you’re evoking memories from high-school or childhood, ensure that you clearly understand your target audience. You’ll need a solid understanding of which images, sounds, and language will feel most nostalgic for them. Nostalgic is a fantastic tool to tap into emotions and establish a deeper connection with the audience.
Take Mercedes as an example.
4. Improve your brand story
Your brand story is a narrative, which encompasses all the facts and feelings that your brand creates. The story should produce an emotional reaction, and align your own beliefs with the beliefs of your audience. Your brand is shaped by all aspects of your business, from your product cost to your marketing, history, and above all- your persona. Overall, your brand story needs to reflect who you are, and what you represent. To create the perfect brand story, you need to define the ‘why’, behind your business. Consider what you contribute, consider your mission, and draw your audience in with these details.
As trends switch and change, you’ll need to keep a close eye on your branding. You must maintain an understanding of how your values are connected to those of your audience. To build a successful business, you should continually evaluate your performance.