Branding….How Important is it in an Online Atmosphere
Branding is all around us, it moves us, some brands move us toward them and others away. In a sense, branding has some sort of “force” if done right, or wrong. In the interest of saving the galactic republic and rebel force’s time, I won’t write about the “force” of life. This article will focus more on the influence branding provides. Today we will dive into some intriguing historical details about branding, how important it is to brand online, and how you or your company can brand itself into success.
In the 1800’s early industrial revolutionist corporations recognized the power of corporate branding and capitalized immensely on it’s power. Evolution does not happen immediately, though, and corporations still had much to learn. Imagine Time Square in the mid 1800’s? It probably looked a lot emptier than today. The spheres of visual branding, design and promotion are constantly evolving. If you and I were to take a journey back into time, say, to the 1960’s we would not only have a “groovy” time dancing to “oldies” with our parent’s (or grandparent’s) generation, we would also notice everything is completely different. Technology was archaic back then as the pay-phone was very much a staple of communication, and automobiles were still made completely of quality metal. In comparison, aside from these facts and many more to choose from in the 1960’s, logos and branding were completely different as well. I would even argue to say that logos and subsequent branding of them, either change with societal atmospheric sentiment or lead society into the future. A “which came first, the chicken or the egg” query if you will, and it was as much relevant then as it is today.
“Now days, individuals are within arms-reach of advertising, even as some of them sleep.”
In modern times, Time Square, as awe-inspiring as it is, has been middle-shelved by a social media frenzy of informational overload; most likely to shorten our attention spans by .3 seconds each year (my own personal statistic). In this online informational frenzy everyone has come to love and hate, it is interesting to also observe how these platforms have revolutionized the exposure rates of personal and corporate branding. Now days, individuals are within arms-reach of advertising, even as some of them sleep. Yes, I’m talking to those that are sleeping next to their cell-phones (me included), supposedly this habit causes cancer. Now, I am not bashing on social media, advertising or branding; quite the opposite actually. You see, I am a student (and scientist) of life. I observe what is going on around me, and marvel at how far things have come. The evolution of branding is one such thing that amazes me.
When searching for a brand in this post modern age, a simple logo design just isn’t good enough. Branding has evolved from logo creation to a completely separate sector of advertising. Branding packages offered by corporations now include an opportunity to promote a brand online. By providing promotional branding packages online, businesses now have the opportunity to reach many more consumers with much less effort than their historical predecessors. A premium branding package nowadays includes (on top of logo design) business cards, letterheads, email templates and landing pages to name a few. For those of you wondering, a landing page is the first web-page that a consumer is designed to “land” on when visiting a website. The subject of landing pages is quite exhaustive and could be used for a future article, stay tuned because this may well be a reality the more I am writing about it. I digress, at the end of the day, it is the ultimate consumer’s choice to present an individual or corporate brand, and an advertising agency is only as good as the consumer’s future wants and needs. The more specific the branding needs, the better. More information is always better than less or none at all. Thank you for reading and looking forward to hearing thoughts and suggestions on today’s “R-Time”.
Dream Big, Plan Bigger
The field of Marketing is an ever-evolving, multi-faceted (emphasis on multi) and increasingly popular revenue source that many, if not most, businesses turn to for lead generation. The popularity of marketing, though, is not equivocal in any sense of the word, especially when it comes to how a corporate entity approaches consumers. Some rely on mass-analytics, gathering big data from think tanks around the web. Others choose to go with how they feel, trying with utmost sincerity to connect to consumers. Like so many other industries the world has to offer, connecting with consumers in a relevant and natural way is and always will be the golden goose egg. How a business treats the goose that they have been given, though, is a different story. Many businesses will never get to that next success level because they fail to emphasize the importance of getting to know their customer in a natural, relevant way.
I was talking to a colleague just today about how people connect to their consumers in an organic way. She asked me, “what do you think is the difference in communication methods between B2B and B2C?” I thought for a second, and responded “B2C should be tailored to be more personal while B2B has a more professional approach” (for those of you wondering, B2B stands for business to business communications and B2C is business to consumer). Just after finishing my sentence, I paused, feeling inadequate with my response, I added “in the end, people are interacting with other people regardless of what label is put onto the setting” I went on to delve into why I believed that way. I explained to her that marketing and advertising will always have a human element attached to it, no matter how technologically advanced or evolving life becomes for us, and that is at the core foundation of our company.
“In the end, people are interacting with other people regardless of what label is put onto the setting”
When a client of ours is able to allow us to put complete attention on not just the direct needs of their customer, but needs that have yet to be revealed from an ideal or “target” consumer, a bond is created. This bond between company and target consumer almost has an intuitive nature to it that outsiders cannot see. The end goal of our business is to gain the utmost confidence of our client’s consumer, by getting to know who they are; not just as a demographic statistic, target market detail, or measuring metric, but as a living human being with wants, needs and feelings. In the end, we are all here on this earth to serve a purpose, and our purpose at Raboin Advertising is connecting people in a genuine way through business.
Hey, you! Do you own a business? If so, how far along are you? Are you consistently achieving your monthly and quarterly sales goals? If the answer to the last two questions is no; outsourcing your advertising to our professionals may be what you’re looking for.