WHAT IS BRANDING? AND HOW TO SUCCESSFULLY BRAND YOUR BUSINESS ONLINE: A STEP-BY-STEP GUIDE
What Is a Brand?
A brand is an identity, an image, and a representation of a business, product, or service. It is what speaks to the public about a particular product or service.
Every product or service has a target audience, otherwise known as the public, and it relates with this audience through advertisements and other means of promotion. For a product to attract customers or patrons, it is essential that it maintains a standard that allows it to compete with other manufacturers and businesses in the same field.
There can be many manufacturers of toothpaste, for example, yet a particular group of people may be especially interested in Oral-B toothpaste. You hear them saying, “Oral-B is my preferred choice.” This is the effect of branding.
The same applies to cigarettes. There are many types available, yet smokers tend to identify with a particular type as their preferred choice.
The purpose of branding is to make the public familiar and conversant with a particular product in the market and encourage them to choose it over every other product that provides the same service or meets the same need.
In the world of cement, we have major brands such as Dangote, Ibeto, and BUA. In the mobile phone industry, there are giants such as iPhone, Samsung, Nokia, Tecno, Redmi, and itel, among many others. iPhone and Samsung, for example, have remained major players in the market, while other brands such as BlackBerry, Sagem, and Motorola have declined significantly or disappeared from the market.
The success or decline of a company can be influenced by several factors, and branding is one of them. A company that has mastered the art of quality and effective branding can capture a major part of its market or industry.
The Importance of Images in Branding
Branding builds its appeal through images, aesthetics, and words.
Images are important because people are easily influenced by captivating visuals. Colorful pictures and beautiful designs can attract attention and influence purchasing decisions. Many people buy products because they simply like the picture or presentation they saw on social media or in a store.
An image has a way of communicating with the brain. It sends a signal that can influence choices naturally.
This is particularly noticeable among children when they visit a store to purchase something such as biscuits. They are first attracted by the appearance of the available products. They scan through the different options and often pick the one that appeals most to their sight, sometimes choosing it based on appearance rather than size.
This behavior is not exclusive to children. Adults also make purchasing decisions based on visual appeal.
Therefore, manufacturers who understand this behavior must ensure that their brands appeal to the sense of sight, while recognizing that their product is not the only option available to consumers.
This is one of the core lessons of branding: understand your audience, understand your competitors, and apply strategies that position your brand ahead of others in the market.
How Images Represent a Brand
Another area where images are important in branding is the beauty and cosmetics industry. These industries market products and services that are designed to enhance people’s appearance.
A skincare company may tell you that its product is ideal for your skin, while a hairstylist may claim to be the best available. In many cases, the audience may not know which company or service provider is actually the best.
As a result, people may make their choices based on what they see online and the image presented by the brand.
In this situation, the image has successfully represented the brand and attracted a potential customer through its visual appeal.
Over time, that customer may continue patronizing the same brand and eventually make it their preferred choice. However, we must point back to one of the catalysts that initially helped close the deal: the image.
The Role of Aesthetics in Branding
Another important area a brand has to work on is the aesthetics of its product.
Aesthetics refers to the overall visual and physical properties of a product. This includes its appearance, design, form, structure, and overall presentation. These qualities can significantly appeal to an audience.
Many people choose an iPhone over other devices partly because of its aesthetic appeal. Many companies invest heavily in the appearance and physical form of their products.
Vehicle brands such as Bugatti, Maserati, Mercedes-Benz, and Volkswagen pay considerable attention to the design and appearance of their vehicles. Beyond engine capacity and other technical considerations, manufacturers also ensure that their vehicles are visually appealing and capable of capturing public attention.
A potential customer may see a vehicle, appreciate its appearance, believe it fits their environment or social class, and decide that they want to own it.
In that case, beyond the internal capacity of the automobile, its aesthetics have helped close the deal.
Many people also remain loyal to a particular vehicle brand because, over time, it has continued to meet their needs. Aesthetic appeal can be one of the factors that influenced their initial decision and eventually contributed to their loyalty to the company.
Aesthetics Can Influence Patronage and Loyalty
There is a story about a Saudi prince who went to purchase a car. The salesman showed him different cars, all of which appealed to him and suited his status.
The salesman eventually recommended two cars for him to test before making a choice. The prince declined to choose between them and instead purchased all the cars the salesman had shown him.
Whether viewed as a story or an illustration, it demonstrates the persuasive power of aesthetics and presentation in influencing patronage.
It is important for a company to maintain its uniqueness and remain consistent with the style and pattern through which the public has come to know and trust it.
The Power of Referrals
Several brands also depend heavily on referrals from their patrons.
People who have used a particular product or received a service can tell others about their experiences. This happens across virtually every sector of the market economy.
For example, people who receive medical care from a particular hospital and are satisfied with the service they receive are often quick to share their experiences and recommend that hospital to others.
The same applies to products and other services. People buy products, use services, and tell others about the experiences they have had.
This is important because referrals can either promote or damage the image of a product or service. The core essence of a brand is to promote the image of its company or product.
If a particular brand works well for a customer, that customer can directly or indirectly refer another customer to it. Over time, the brand may become the preferred choice for both customers.
Therefore, every brand must maintain excellence in its service delivery so that it can generate positive referrals among the public.
Many platforms also provide opportunities for reviews and ratings. Others allow customers to leave feedback, giving businesses the opportunity to assess themselves and improve their service delivery.
What Is Branding?
Having understood the concept of a brand and what it entails, what then is branding, and how can a brand build a strong online presence?
Branding is the process through which an organization or company packages its product or service and presents it to the public or its target audience.
It is a communicative process that helps sell a product. It is designed to draw public interest and maintain a continuous relationship between a product and its patrons.
Branding entails practical representation and association. It is a conscious attempt by a manufacturer or business to create a perception of its product in the minds of the public and continuously promote the image of the company or product.
Why Online Presence Matters for Branding
Every community has competitors. Monopoly is not something that is widely practiced in today’s economy. Therefore, it is important for a company to maintain an online presence that helps it reach a wider audience.
The world is now a global market, and the internet has become a link that connects people from different parts of the earth.
A company in Texas can comfortably reach people in Ibadan through the internet without the traditional geographical barriers that once limited businesses.
Many companies have taken advantage of this vast space that connects people together at little or no cost.
Today, brands are putting their products online with the intention of dominating their markets and driving sales. Their online presence creates visibility, encourages engagement, and helps establish a recognizable identity.
When consumers repeatedly encounter a brand online, that brand can gradually become associated with a particular product or service in their minds.
Think of a product that has many competitors yet continues to stand out. It is often one of the first brands that comes to mind whenever consumers want to make a purchase.
Examples can be found in the detergent industry, where brands such as Viva and Good Mama compete for consumer attention. Similar examples can be found in clothing brands such as Adidas and Nike, as well as mobile phone brands such as iPhone and Samsung.
Consistent visibility and online presence can help these brands maintain strong positions within their respective markets.
How to Build a Strong Online Brand Presence
An online presence enhances the visibility of a company or product and provides opportunities for audience engagement. It allows a business to market its products beyond its physical location.
Every brand should therefore consider maintaining an online presence where it can communicate with its audience and drive awareness, engagement, and sales.
Below are some practical steps that every brand can take to build a stronger online presence.
1. Create an Online or Social Media Account
Any brand that wants to become visible online must first establish an account or platform through which it can engage its audience.
This could be a website or a social media platform that represents the company.
If you search for most popular companies today, you will find a website or social media account associated with them.
This is the first step toward taking your company or brand online.
2. Engage the Services of a PR or Social Media Manager
A PR or social media manager is someone who understands the internet space and audience engagement.
This person can be responsible for managing the company’s online presence, communicating with its audience, creating content, monitoring engagement, and helping to protect the brand’s public image.
3. Engage Your Audience With Quality Content
A brand should create content that exposes it to the public.
The content should be engaging and captivating while promoting the brand and enhancing its visibility.
This is also where a company can respond to reviews and complaints, provide feedback, communicate with customers, and advertise its products or services.
When properly managed, an online platform can become an important channel through which people discover and patronize a brand.
4. Collaborate With Other Brands
The internet is wide and vast, and collaboration can help improve a brand’s visibility.
A company can collaborate with other businesses that have similar interests, values, audiences, or goals.
Such collaborations can expose both brands to different audiences and help them improve their online presence.
5. Use Promotional and Advertising Campaigns
Platforms such as Facebook, Instagram, and X provide advertising opportunities that allow brands to promote their products to wider audiences.
These advertisements can improve awareness, engagement, and visibility.
People who encounter the advertisements can become familiar with the brand, and repeated exposure can help establish greater recognition.
6. Use Giveaways Strategically
Giveaways are another promotional tool used by brands to attract customers and generate publicity.
For a small reward, people may be willing to participate in promotional activities that increase the visibility of a company.
Giveaways can take different forms. Some may require participants to share promotional content, comment, tag other people, or complete another activity.
The goal is generally to increase awareness and visibility for the company or product.
Large brands such as Opay, Coca-Cola, and Guinness have used promotional strategies of this nature over time, alongside many other businesses.
7. Maintain a High Standard of Service Delivery
One thing that can damage the online and overall image of a brand is dishonesty and poor service delivery.
If a company consistently fails to deliver quality, customers can respond publicly through complaints, negative reviews, and unfavorable recommendations.
This can seriously damage a brand’s reputation.
It is therefore important for every brand to maintain a culture of excellence in its products and services.
A strong online presence can attract people, but quality service is what can help keep them.
Branding Is a Continuous Process
Branding does not end.
It requires continuous research because the market continues to change and competitors continue to improve themselves.
Your brand should continuously maintain excellence and a strong online presence that commands attention and engagement.
You should always have something valuable to communicate. You should always project your brand, understand your audience, study your competitors, and look for ways to remain relevant.
A successful brand is not built in a day. It is built through consistency, quality, visibility, communication, and the ability to continuously give the public a reason to choose and remain loyal to the brand.
