Category: Blogs

Airbnb, the online property rentals company, moves its spend away from performance marketing and into brand marketing. It will also focus more on public relations. The overall amount that Airbnb invests in marketing as a percentage of revenue will never return to pre-pandemic levels, the company said.

The pandemic brought to light, for Airbnb, that after slashing its outlay by more than half, did not impact their online traffic. The discovery led to significant cost-cutting on performance marketing and focusing more on brand marketing.

Brand marketing focuses on establishing an emotional connection to manifest customer loyalty, while performance marketing is more concrete and revolves around data and lead generations. But, you need to speak his language for a customer and tell him a story he will not forget. It is crucial to connect with the audience personally, and brand marketing is the soul of branding as it creates the pathway to purchase through emotional connections.

Airbnb gauged the customers’ state of mind and went to great lengths to address their emotions. Given the uncertainty of travel and impending pandemic gushes, travelers were reluctant to make new reservations. The company introduced a blanket refund policy offering last-minute cancellations and full refunds. There were chaos, confusion, and anger among consumers and hosts.

In the beginning, the company worked hard to reassure its customers and took care of their apprehensions, thus encouraging hesitant customers to proceed with bookings. This was a brave step in brand marketing that augmented credibility and prompted an emotional response from the consumer, stimulated customer loyalty, and influenced purchase; they excelled in their plan when companies struggled to stay afloat.

Airbnb became the hero of all communication, thus carving a brand identity and emphasizing the organization’s values through their brand’s personality. Airbnb won the deserved integrity through a strong brand marketing approach that led them to win customer loyalty amidst economic mayhem.

The Airbnb annual report revealed a significant decline in performance marketing spending, such as online bidding and search marketing, compared to brand marketing such as TV and the Olympic Games’ sponsorship. Marketing represented 14.2% of revenue in 2020, compared with 23.7% in 2019, as the company cut costs drastically.

Airbnb was built on passion, gut, and determination with a humble start that metamorphosed into a giant travel industry entity. Ever since the Airbnb strategy has been closely observed by many, their shift from performance marketing to brand marketing is making waves.  The company mentioned that the shift in marketing strategy was material, stating further that the reduction in performance marketing focuses on brand marketing. Airbnb’s agencies include Droga5 for creative and Essence for media; Shifting spend into brand and PR.

This move will be monitored closely by other agencies and advertisers as performance marketing has been very effective lately, especially since online disruptors have used data-driven targeting on digital platforms such as Google, Facebook, and Amazon to boost sales growth.

The company also mentioned that this shift was to show that the company’s strategy had evolved, revealing the intrinsic strength of the brand character. The last three months of 2020 witnessed a significant comeback of all lost traffic, and all of it was direct or unpaid. Airbnb also mentioned that they rely on “unpaid” search engine optimization; backing it up with the fact that their SEO results have been adversely affected by the launch of Google Travel and Google Vacation Rental Ads, impacting the prominence of their platform in organic search results for travel-related terms and placement on Google.

The company shifted to a full-funnel marketing approach, resulting in as much voice as other major travel companies combined.  As part of its brand marketing impetus, Airbnb launched its biggest brand campaign in five years, “Made possible by hosts”, at the beginning of 2021. It features Airbnb hosts and is designed to “inspire more people” to rent out their properties as the coronavirus lockdowns ease, and consumers start traveling again.

“Even though the Airbnb brand is main-stream, the idea of hosting is not,” the company said. As part of the company’s brand-building strategy, they have decided to put 9.2m Airbnb shares in an endowment fund to reward hosts and let them “share in the success”; strengthening their brand investment plan to encourage buyers.

The annual report outlined how Airbnb sees the differences between brand and performance marketing.

“Brand marketing increases awareness among potential hosts and guests, helping them understand the benefits of hosting and booking stays and experiences, and what makes these stays and experiences distinctly Airbnb,” the report said.

“While performance marketing drives additional traffic from high-intent prospective guests, the strength of the Airbnb brand and our communications strategy allows us to be less reliant on performance marketing.” They intend to use performance marketing where it is economically viable and marks a higher rate-of-return.

The stock market prospectus stated that performance marketing also faces risks around data and privacy because of constant global regulations. A marketing platform should constantly be reassessed to confirm its credibility for driving the business forward, and brand marketing has proven beneficial to brands time and again.

Brian Wieser, global president of business intelligence at Group M, the media-buying arm of WPP, said there was a rationale for Airbnb to switch from performance marketing to brand marketing and public relations.

Have you noticed that you don’t like watching the same movie over and over again even if it is one of your favorites? Beyond a point it gets boring. Branding is no different. To keep your branding fresh and interesting you have to wrap it up in different interesting stories ultimately conveying the same promise, confirming your commitment to your target market. It’s not easy. But it’s interesting, and definitely profiting. Most of our businesses have suffered the jolt from the present pandemic. Many brands have experienced a major setback and some are even forgotten. In fact, some are even replaced by new brands. Brand revival is crucial and possible. You can get back on your feet with a few smart moves that we discovered along the way as we immersed in branding and re-branding many a brand to keep them on top of the consumers’ mind through and after the pandemic. This comeback is not about the business you have built, it is about the business you are going to build. The one thing to remember is every recession comes with changes in consumer expectations and buying patterns, and, technological advancement creates new aspirations. Either you are with the times or you are not in the league at all. In fact, the only reason your competition might be growing faster than you is because of the technology put to an advantage.

For brand revival, there are a few very important steps to be implemented with complete honesty and dedication. You might think, since your grandfather did business a particular way and earned his buck and more, you too might sail through. The sad part is you will sink. Don’t get caught up in past laurels, because business is fluid and ever-evolving. You have to create a new plan with a fresh perspective to stay afloat. So let’s create it: Reassert your brand value through a smart process.

1. Give your product new dimensions

Redefine why your brand exists and what it offers to create fresh perceptions based on the latest buyers’ expectations and purchase patterns.

2. Make your consumer want your brand

Create an offering tailored to a particular mindset and grab a niche in the market who will think five times before making a shift. Make your brand feel like it’s made for them only. Discover a strong consumer drive and go after it hammer and tongs.

3. Looks are deceptive

Change the look of your brand, not to deceive, but to appeal to the audience with something they have been looking for in your brand product category. Research to gather the right insights to discover the unrealized value and try to bring it to the surface through a new look.

4. Make an overwhelming offer

Add value to your brand. Make it more customer-centric by adding exactly what the target is looking for. Make an offer they can’t refuse and watch your sales bar hit the sky.

5. What’s in a name? 

Well, everything. Your brand name can create a major market shift if it addresses a particular need or perception that the audience is looking for. Sometimes a particular brand function when incorporated in the name can become a vital distinguishing factor leading the consumer to make a purchase.

6. Realign your distribution network

Find your consumer and reach out to him or her through a well-planned fresh distribution channel that your consumer is likely to visit. Be sure, if well directed your consumer will be thrilled to find you in your new place and take you home with them.

7. Pricewise 

Pricing can change the game. Create a fresh lease of value for your brand through pricing and value adds. Demonstrate different levels of value for your bulk category, special category, and top-end category and create wider markets through operating at flexible price points.

8. Tell a different story

Integrate your brand into the lives of your consumer by telling stories they will relate to and want to hear, establishing personal value for the brand. Engage your audience by telling them something that will draw them to your brand by building intrigue and curiosity. A new story will change the way your customer perceives your brand. Just the same way your grandma made the same porridge interesting with anew fairy tale every day. A word of caution: Every brand carries with it a best before date unless you continually look for ways to renew it. A successful brand is always exploring the next possibility.

Some ask why a small business needs branding. We tell them, as a branding agency we grew from small to big, and that’s what branding does to your brand. We grew the hard way and with us, we grew our people to take our culture forward every day in every way.

Listed below are branding insights that might take your brand a long way:

1.  DEFINE YOUR BRAND Study your product or service in-depth. Search the market pockets and research the emotive and rational needs of the target audience. Define your brand character that connects with the target market and differentiates your brand from other players in the same category.

2. THINK OF YOUR BRAND AS A PERSON All of us are made up of beliefs and values that shape our character. We wear different personalities that are expressed through a diverse choice of colors, taste, and our response to situations and people. Your brand is also built of out these elements and it is important to have an intense understanding of what qualities your brand carries. Your brand personality will help your target to identify with your brand at an aspirational level.

3. THE DRIVING FACTOR Outline the purpose of your brand and your brand heroes to establish a strong brand positioning to convey your brand identity and brand character in all communication mediums. This will further establish a strong connection with the consumer.

4. CUSTOMER RELATIONSHIPS Create customer trust with honest branding by delivering what is promised. Advocate your company values in every endeavor of brand communication to form a strong and long-standing relationship with your consumer.

5. A CONSISTENT TONE OF VOICE Substantiate your brand character with a consistent manner and tone to communicate what your brand stands for. This tone will become your brand voice and reinforce brand recall.

6. STOP BEING REPETITIVE Make your key messages work together to shape comprehensible brand identity.

7. AVOID IMMITATING BIG BRANDS Your brand identity will form out of a distinctive approach to your customer that sets you apart from others in the same market. Original is always in style and any kind of imitation is always hard to believe along the way.

8. BELIEVE IN YOURSELF Be daring. Carve our niche. And, be flexible to fit the mind of the ever-evolving customer. Big brands are laden with bureaucracy making it difficult to be bold with branding. As a small brand, you have an advantageous edge by being innovative.

9. BRANDING IS THE SOUL OF YOUR BUSINESS Don’t dilute your brand positioning with haphazard discounts. Instead, offer more through well-planned promotions that will emphasize your brand mission.

10. BE FLUID Today’s customer is intelligent and as a brand respects his intellect by not giving away everything upfront. Create intrigue and allow the customer to discover the genius of your brand. This is a great way to manifest brand ambassadors who celebrate your brand by telling everyone about their great experience with your brand. If you need support with your brand, from creating your initial brand strategy to the visual identity elements contact us and we’ll help you discover your brand story.

Branding outlines a business and sets it apart from the competition. You will agree, in an age of digital diversions, a good brand name and a great logo aren’t enough to stimulate the interest and attention of the modern and ever-evolving consumer. To create a rock-solid brand identity that will undeniably capture the attention of the target audience it is vital to have a good grasp of the latest branding trends.

Our team’s years of experience and veteran minds have put together important branding trends encompassing logo designs and social media hashtags to customer-driven strategies and branding technologies;  here’s significant information you need to keep up with your competitors and stand out in your industry. The modern customer wants substance and purpose. The thinking mind is looking for values your company upholds and the advocacies your organisation stands for. The customer is far more conscious and evolved and is living in an ocean of choices, one more appealing than the other. Some of the challenges that any dedicated brand manager would face today are delivering messages to the right audiences, especially in a clutter of digital distractions.

Another aspect to weigh is brand voice and personalisation and these can get pretty tricky. In order to help you overcome these challenges as well as ensure effective branding for your company, we have compiled the essential branding trends and tools of today. However, before you browse our list of branding trends, we highly recommend you first check our brandingby8 website and see some of the brands we have completely turned around.

BRANDING TRENDS 2021:

• LOGO ADAPTABILITY

Companies have to be present online and offline to be noticed and remembered. In this digital age, a website is mandatory to the existence of a brand; one has to be trending on various Social Media platforms that their target audience visits. It is imperative to create shape-fitting logo designs to live up to the demands of adaptability in various mediums. Different variations add versatility to the use of the logo without losing consistency regardless of where it is being used. It makes the branding recognisable in different ways, increasing the chance of brand recall.

• BLAND IS THE NEW BLEND IN BRANDING

Minimalism is the keyword in today’s world of being noticed and strong branding. Just as people are moving to a clutter-free day-to-day life the business industry is caught up in the movement and companies are stripping down their branding to the simplest possible form. Fewer colours and simple typography are taking shape making brands more noticeable. A bland logo comes across as iconic and is easy to pair with all sorts of supporting graphics. The downside of minimalism is that there is a chance that the logo might look boring. So, better test various colour schemes to figure out what suits best for your brand.

• WISTFUL BRAND MARKETING

There is no doubt that an emotional connection will keep your customer hooked on to your brand. In the digital age where people are glued to their social media accounts for the latest trends in fashion, technology and other industries, this culture can be frustrating. This is where a blast from the past plays a meaningful role. Invoking old memories and how things used to be can be very powerful emotional connect with a brand, products and services.

• BRANDED VISUAL CONTENT

A visual speaks a thousand words. We have heard that a number of times, and it is true. But, for visual content to elicit the desired response an appeal value and factors that incorporate strong brand identity are a must. Strong visual content like GIFs, charts, infographics and videos generate better leads on Social Media. Furthermore, visuals should reflect the brand aesthetics to establish further brand identity and therefore brand recall.

• SOCIAL MEDIA BRANDING

Unlimited and easy access to the internet has created a Social Media culture where a brand needs to find recognition on platforms like Facebook, YouTube, Pinterest, Twitter and Instagram. With the digital weave gaining mass it is no wonder that maximum brands are opting for Social Media Marketing. These tools on Social Media work very well for a brand if the exercise is backed with an in-depth and consistent study of customer navigation and buying behaviour. Also, keeping up with changes in social media algorithm can become a deciding factor for brands to remain alive and remembered on the Social platforms.

• OFFICIAL HASHTAGS

Another essential branding trend in Social Media is the use of official hashtags; these elevate customer engagement and reinforce brand awareness. Hashtags enable reaching the followers of current customers, plus screenshots of user-generated posts encourage other customers to share their experience with a brand eventually inspiring purchase. Monitoring hashtags establishes a deeper understanding of the customers’ perception of the brand.

• ONLINE COMMUNITIES

Customer interaction takes the face of social media comments, instant messages, phone calls, emails and the big one-online communities. These online communities help connect like-minded individuals creating a stronger bond between brand and customer. Being able to participate in a discussion about a brand creates trust in the brand further translating into brand loyalty.

• BRAND AUTHENTICITY

An authentic brand image is the lifeline of a brand; A certain study reveals that brand authenticity is crucial to making a purchase decision and 90% of millennials prefer REAL AND ORGANIC over PERFECT AND PACKAGED. Showing snippets of behind the scenes about a brand can be a very powerful way of building customer trust as they see the source of the product.

• BRAND INCLUSIVITY

Inclusive diverse brands are the choice of today’s customers. Getting real people to appear on ads instead of picture-perfect models can serve as superb brand boosters. Shatter the beauty stereotype and get real people thus empowering customers to feel one with the brand through diversity, body positivity and inclusivity. Being inclusive can also include offering products at different price points, enabling tapping customers from different walks of life. Also, choose to be functionally inclusive by designing products that can be used by differently-abled individuals.

• VIABLE BRANDING INITIATIVES

Take the lead in addressing environmental issues by making sustainable products and you’ve got a whole lot of conscious shoppers. Ethical business processes are the need of the hour to meet the demands of green consumerism and win customer loyalty.

• SOCIALLY RESPONSIBLE BRANDING

With an ever-evolving customer psyche products, today are no longer commodities, they are statements. That’s the reason why purpose-driven brands are more appealing to the modern shopper. Share a noble cause attached to your brand and you’ve won a customer. Another good way to attract brand leverage is to team up with organisations to support multiple causes. By attaching a sense of purpose to sale customers become part of a bigger cause thereby feeling more emotionally connected to a brand.

• HUMANISED BRAND PERSONALITY

Creating a brand personality is one of the most tried and tested methods of establishing customer bond with the brand. Humanising a brand by giving it a multifaceted personality makes it identifiable with a particular market that sees them in the brand or aspires to be that personality. When customers see brands as humans with human qualities they start relating to those brands at a deeper level making the brand more approachable.

•  TECHNOLOGY-BASED BRAND STRATEGY

Brand optimisation through the use of technology is a trend that has set brands on the highway to brand loyalty through increased engagement, development, and awareness. Brand automation has led to increased customer loyalty. Incorporating various technologies like mobile apps, voice assistance and virtual reality have taken brands to another platform of awareness and relevance in the fast-paced digital landscape of today.

• CUSTOMER-DRIVEN BRANDING

In the modern-day scenario, customer-centric is not just about finding out what the customer wants, but it is about involving the customer directly in the development of the products. Studies show that allowing the customer to join the creative process makes them feel empowered and they take an instant liking to the brand. This approach creates deeper trust and reinforces authenticity.

• MICRO-INFLUENCER PARTNERSHIP

In modern-day branding, Influencers play a vital role. An influencer is someone already established as an authority in their respective field and affords an army of followers and engaged audiences. Choosing the right influencer will give products the mileage they deserve. Investing in influencer marketing will be a wise decision as it will take the brands places where a conventional strategy might fail to reach.

• WORKING PHYGITAL

Successful branding is an outcome of well-balanced digital and physical brand experience. A well balanced physical and digital communication provides a unique and memorable brand experience making the customer comfortable with the brand.

• ANTI-AD ADVERTISING

Blatant advertising is looked upon as a nuisance and shoppers find ads highly intrusive. Most of the time, ads are seen as clutter in the social media feed and only take the customer further away from a brand. To combat this issue anti-ad advertising allows brands to capture the customers’ attention. However, while they might work well for big brands with an established recall value, smaller companies run the risk of being lost. The challenges that branding upholds today are mountainous and traditional brand strategies fail to hold consumer attention any more. In the modern-day brand, activism is prevalent. Authentic customer experiences and physical and digital platforms of communication are the new standards. At the same time, a value-driven brand building is the key.

Your website has great potential for your brand to be noticed and remembered. There are pages on your website that help connect your brand with your customer and create conversions.  Every website is created with a different purpose to bring out the unique qualities of your brand. But the one thing that runs in common is the need to create customer loyalty.  Few critical changes in your website can impact your brand immensely and bring the desired results.  Did you know that the most visited pages on your website are your home page, about page, blog, and contact us?  It is very crucial how these pages are designed and written. It is very essential to understand the purpose of these pages and design them accordingly to get the desired response.  There is a way to optimize these pages or any other page on your website that might need the required traffic.

What is this noise about “optimizing” a webpage?

This buzz word “optimize” is used frequently in catchphrases like “search engine optimization” (SEO) and “conversion rate optimization” (CRO).  Well, we advocate USER OPTIMISED pages. It is important and vital that there is traffic diverted to your page to initiate conversions. That can only happen when your page is user optimized.

How does one achieve user optimization?

It is simple. You ask questions and the answers to these questions will pave the way to create a page that is USER OPTIMISED. To reach your user find out what your user is looking for and from where did he or she come. The source of the user will aid in delivering relevant information. The user could have appeared from:

1. A search engine- if yes then how, what was the question asked.
2. An email and what kind of an email.
3. A navigation menu and therefore what option on the menu.

Find out what your target needs to know and remember a single page that can deliver only a limited amount of information. The trick is less is more. The lesser you load on your WEB PAGE the more chances of your brand being remembered. Visuals such as explainer videos, diagrams, hero shots help make information compact and deliver the message with greater emphasis.

Once you know what your user is looking for, you are halfway through. Now you need to know the goal of your user. You have to ask the user to do something and this is the critical hit or miss spot, or, the call to action. In fact, every single page of your website should contain a CTA, a call to action. Make every page informative from the user point of view so that it leads the user to the next page or the Call to Action. Ask questions that are running in his or her mind and let the answers be hidden in the Call to Action. Define what you want the user to do and create shreds that link the user to the final action.

To increase brand recall make sure your HOME PAGE is intriguing. There is no doubt that every page should reverberate your brand image and brand values, but your Home Page will ultimately lead the traffic and bring it back too. Your Home Page is the door to the rest of your website and it should be complete and precise and crisp encompassing enough to stimulate interest and inspire a purchase.  Without an impressive Home Page, it is almost impossible to get to your user and your potential buyer might be lost in a pool of sites that are trying hard to be noticed.

Let’s discuss the advantages of a good Home Page. A good Home Page encourages easy navigation by giving access to information the user is looking for in a systematic fashion. A user experience influences purchasing decisions. Secondly, an attractive Home Page boosts conversions. Who wants to associate with a sloppy looking company? So make your Home Page look confident and convincing. To pack a punch into your Home Page include elements such as Call to Action, white space, and excellent copy to compliment a fantastic layout. This exercise will build trust, assist visitors, and attract thrill.

Another important aspect of a Home Page is that you have to keep it adaptable and evolving. A static Home Page can get boring and out-dated too. One more important aspect of a Home Page it to keep it clutter-free. Too many graphics and features make might make it look messy. Also, it is extremely important to make your Home Page mobile compatible as that is where most brand information is viewed today. Your Home Page should appeal to your audience persona. Avoid any fluff and keep it honest and direct. Use an appealing value after studying the consumer psyche.  To wrap it up neatly, keep your Home Page minimal. Speak less, but be impactful. Use breath-taking images and be real. Show your audience right off the bat and you’ve got what they are looking for.  Now that you stuck around this long, we invite you to our next blog on what makes an About Page round and about. Keep watching.

Cheers!

The other day someone at the market packed up a bottle of ketchup and said to her friend, “This one’s good. Have you tried it?” Wow, I felt great, though it was a bit of eavesdropping, I must confess. That was branding at work.

What’s branding and what is all this chatter about it? Last night over a coffee my friend told me he did some branding on his product. Upon inquiry I got to know he changed his logo. I had to call for one more coffee. I really needed to explain to him that branding is not about changing the logo or about your product and what is does. Logo design is a part of brand identity.  One of the most misunderstood marketing concepts about branding is you ask a number of people and you will get various replies. Some say it’s a name, a company or entity, it’s a logo, a consistent look and feel, it’s a culture, its differentiators, and so on.  The fact is that a brand is none of the above – and all of them. Branding is misunderstood and that’s why many good products have never climbed the success ladder.  Branding is about defining who you are and how people see you. It is an amalgamation of your product, service, people and the culture. It is about your mission and vision and what you want to offer to the people who comprise your target. Branding includes research that defines brand position, brand essence, brand character, differentiators and SWOT statements, value proposition and more.  Branding is intensive. Branding is the backbone of your entire empire. The outcome of a well done branding exercise can be very rewarding; preparing a company to compete and grow in their industry. A well-done branding initiative also provides essential resources for the marketing, advertising, and communications team thus stimulating the most wanted treasure in the market- customer loyalty.

Jeff Bezos says: “Your brand is what other people say about you when you’re not in the room.” Your brand is your reputation! And a reputation is not built overnight. It is consistent effort and a definitely outlined process that cultivates into customer loyalty that is long-lasting. The outcome is increase in sales, more projects, word-of-mouth referrals and advocacy of your product and services.  Brand Building is an assembly of Brand Strategy, Brand Identity and Brand Marketing. A Brand Strategy is the blueprint of how you want the world to see your brand. It is the foundation of your brand’s success and the most overlooked aspect of a branding exercise.  A brand identity is a composite of your logo, colour, font, design, content tone and advertising, print and packaging. Brand marketing is about a strong communication exercise that will define the purpose and value of your brand. Today, Brand Image is highly amplified through User Experience (i.e. your website,  SEO & Content Marketing, Social Media Marketing, Email Marketing, Paid Advertising (PPC). If you are wondering where to start then let us take you through a small guide: BUILD A BRAND THAT PEOPLE WILL LOVE

1. Discover the purpose behind your brand.

To define your brand purpose ask yourself:

• • Why do you exist?
  • What differentiates you?
  • What problem do you solve?
  • Why should people care?

The above answers will establish the foundation of your branding, through a tagline, slogans, voice, messaging, stories and visuals.  Research shows that a good lot of consumers buy based on brand value and that is reason enough to dig deep to find the truth of your brand. Adopt the golden circle rule to establish your brand purpose.

The 3 Parts to the Golden Circle:

• What – the products or services you offer to your customers

• How – the things that differentiate you from the competition

• Why – the reason you are passionate and why you exist

2. Research competitor brands within your industry.

Never imitate competition, and be aware of their shortcomings and strengths.  This exercise will help you differentiate from them and convince your customer to purchase from you over them.

3. Determine your brand’s target audience.

The foundation for building your brand is to determine the target audience through detailed research on behaviours and lifestyle of your consumers. When brand building, it is important to keep in mind who exactly you are talking to. That will define your mission statement and message to meet their needs. Narrowing down your target will help shape a crystal clear message to the intended recipient.    Your Brand Buyer Persona Brand creation depends on understanding the personality and habits of the buyer. Here are a few of the things to document when describing your ideal customer:

• Age
• Gender
• Location
• Income
• Education Level

To get even more definition for your brand’s buyer persona, dive into these details:

• Motivations
• Goals
• Pain points
• Influencers
• Brand affinities

The above exercise will benefit your brand building and marketing efforts. Also, it will support your overall digital brand building strategies.

4. Found a brand mission statement

What is your company is most obsessive about? You need to define what value your business provides even before you define your target audience. Your mission statement states your purpose of existence. Everything from your logo to your tagline, voice, message, and personality should reflect that mission. When people ask you what you do: answer them with your brand mission statement. You can use the evidence gathered from The Golden Circle exercise to create a strong and impactful brand mission statement.

5. Outline the vital qualities & benefits your brand offers.

Your products, services, and benefits belong solely to you. Creating a brand that is memorable means you dig deep to figure out what you offer, and no one else is offering to make your brand unique. Give your target a reason to choose you over any other. Offer a value that improves your consumer’s life.  You might want to offer:

• More authentic and transparent customer service
• A better way to support productivity
• Reducing costs with a more affordable option
• Saving time on daily tasks

6. Form your unique brand voice.

Your brand voice depends on your company’s mission, audience, and industry. It’s how you communicate with your customers, and how they respond to you. Your brand voice could be:

• Professional
• Friendly
• Service-oriented
• Authoritative
• Technical
• Promotional
• Conversational
• Informative

The tone you chose should resonate with your target audience. The correct brand voice will only get you closer to your target audience.  This is particularly important when publishing blog articles or social media posts. Maintaining a consistent voice will help your brand image become recognized on multiple channels in the same way.

7. Let your brand personality shine.

Customers are looking for an experience tailored to their needs, backed by genuine personal interaction. Make your brand personality stand out in every aspect of your brand-building process and be consistent.  Keep it simply like:

• A conversational voice in communication (using “I”, and “you”)
• Sharing behind-the-scenes content
• Telling stories about real experiences
• Describing your products/services in a quirky manner

8. Build a relevant brand story and messaging.

A crucial aspect of brand building is telling customers crisply who you are. Use the chosen brand voice and be consistent. Your brand story should cover:

• Who you are
• What you offer
• Why people should care

A brand story should be understood immediately while striking an emotional chord. It should be simple, clear and honest.

9. Create a brand logo & tagline.

The most important piece of the brand building process is to create a brand logo and tagline for your company. Your logo will appear everywhere your business goes. It will be the most important defining element and the visual communication of your brand promise.  A strong brand style guide will include the following things:

• Logo size and placement
• Colour palette
• Typography and fonts
• Iconography
• Photography/image style
• Web elements

10. Integrate your brand into every aspect of your business.

Your brand should be visible and reflected in everything that your customer can see, read, and hear. Ensure that your brand looks the same everywhere and at all points of interaction with your consumer, be it inside or outside your office through environmental or personal interactions.

11. Stay true to your brand building.

Consistency will get you where you desire to be; unless you decide to change your brand into something that is more effective based on measured consumer response. What is brand building worth, if it is not consistent? Don’t constantly change your branding. The inconsistency will confuse your customers, and make long-term brand building more difficult. In fact, it will make our brand forgettable. And that is not where you are planning to head. Aim to be etched in the heart of your consumer.   Branding By 8, is a specialized branding based in Dubai. We can help transform your brand by developing a proper brand strategy and by identifying market tactics that connects meaningfully with your target audience.

To succeed in 2020, brands will have to get back to basics, embrace the power of media platforms and avoid getting carried away by short term goals. 

2020 has thrown up a unique set of challenges for brands. Already they were having to contend with rise of digital technology and the shift of customers online and then, like a bull into a China shop, along came Covid 19.  The pandemic has had impacts across the board. It’s put budgets and revenue under pressure, but it has also accelerated the move online. With highstreets deserted, customers have been shopping online more than ever.  To thrive in this ecommerce arena, brands will have to adapt their strategy. It won’t be straightforward but by focusing on three key areas, you can give your brand the best chance possible.

GET BACK TO BASICS 

Establish the emotional connection:

Connect with your prospects before you start selling. Covid 19 has accelerated the shift online. Buying habits are different online compared to bricks and mortar and focus on larger, pack sizes. The challenge here is that these often carry lower profit margins and have a lower frequency of purchase. In other words, it can be tougher to make money from them and you may be tempted to jump-in and start selling. But build the trust through the brand story and experience before you start selling. Your digital assets like website and social media platforms should embody your brand.

Differentiate the experience you provide:

Customers will not be able to touch, feel or test items which creates a real problem when it comes to the big-ticket stuff. Online purchases are fine for small, cheap goods because they do not involve much risk. However, with higher prices come higher risks. Make sure that customers understand what makes you unique. Without the ability to provide physical proof of quality, you need to focus on the customer experience. Critical to this is a more integrated supply chain which incorporates marketing, delivery and after sales services.

Offer Value:

If your marketing team have done their job well, a campaign should generate a spike in demand. However, you need a supply chain which can satisfy that spike to avoid letting your customers down. The point at which customers receive and unbox items is a real moment of truth. Here you’ll either delight or disappoint them and the stakes are high. Having the basic brand visual elements like the logo, the packaging etc right along with a great product ensures the delight. Get these elements right and they will be more likely to become regular customers and enthusiastic brand advocates. Get it wrong and they may spread their disappointment to their friends and family.

PERFORMANCE MARKETING

The rise of ecommerce is seeing websites become media destinations in their own right and the most critical customer touch point. The website should be aligned with how you want your brand to be represented to customers. For this marketing team should understand the essence of what you are and compare it with what customers want. This will help them build a great communication strategy (messaging) for the digital platforms that creates a strong brand positioning in the minds of the customers. Positioning is not something you do but is the result of your customer’s perception of what you do. If you are confused as to how to get this correct the best thing to do is approach an online marketing agency in Dubai who can support you. In China, ecommerce and media are intersecting via live streaming which combines entertainment, retail and influencer marketing in innovative and successful ways. Key to this is continuity and the breaking down of siloes in the marketing process, ensuring that everything works as one.  By building on social media and WhatsApp groups, brands can create a network of loyal repeat customers who may even become passionate brand ambassadors. If successful, this network will do much of your advertising for you without your team having to lift a finger.

DON’T FORGET THE LONG TERM

Performance marketing seems great, but there are issues. Because ecommerce boosts your ability to measure outcomes, there is a temptation to rely excessively on performance marketing which focuses on short term outcomes rather than long term goal. With budgets already under pressure thanks to Covid 19 and the prospect of a major global recession, this short-term approach starts to look even more appealing. Businesses will be focusing on the immediate future with short term goals for a lower initial capital outlay, but this can be short sighted. Data can tell you a lot but it doesn’t even nearly approach the whole story. You need to take a step back and ensure you’re not overlooking the long-term development of your brand. It is especially important that you take the positioning you have created and put it to work. It should be the compass for your organization and every touch point the customer interacts with. Even your front desk and customer service processes should reflect it.

Thriving in 2020 

Success in 2020 will be challenging. The landscape has transformed dramatically in the space of a few months. Customers are moving online, and their habits and expectations are changing as a result. Brands will need to be agile, integrated, and imaginative to deliver the seamless omnichannel experience their customers want and expect.

As Covid-19 spread across the globe, businesses were forced to close their doors and adapt. With this has come a need to identify B2B digital strategies that will help businesses to continue some form of operation. Businesses want to remain functional and so, digital platforms have become the next solution.  So, this has meant that businesses have had to develop new digital marketing strategies to survive. These strategies are designed to help your business thrive under new and unprecedented circumstances.

It’s Time To Enhance Your Online Presence

Prior to the pandemic, you might have utilised different channels or opportunities to connect with clients but now you are going to have to focus on your online presence. Your website and social media channels are now paramount when it comes to reaching your audience. It might be time to streamline your website, enhance its functionalities and enhance your online brand presence. Before the pandemic, you might have relied on physical premises to meet clients but now this will have to be achieved online. Therefore,  your website and social media channels will need to be well-designed, ensuring your audience can find exactly what they’re looking for. The quality of your content is going to need to be enhanced while the design of your website is going to need to be simplified, especially if you are going to be adding more information or products to your website. The content, images and information will need to be valuable, clear and meaningful. What’s more, you’ll need to ensure that your website is responsive and mobile-friendly ensuring prospective clients can find exactly what they are looking for. You might also benefit from implementing chatbots or adding links to social media handles. All of this encourages communication and that provides your business with the ability to provide a personal service.

Focus On The Customer Experience

Customers are going to be receiving a new experience now that business operations have changed but you still need to ensure they keep returning. It’s vital that your marketing strategies place a clear focus on delivering a valuable service as this will continue to build trust that will remain in place way beyond the pandemic. Consider digital-first business operations by ensuring consumers can do business with you digitally. Whether that’s holding meetings, offering deliveries, providing order tracking and integrating e-commerce for online transactions, this is about ensuring your consumers can continue to use your service. Communicate with your clients clearly and honestly. If there is a shortage of staff or supply then tell them via every channel. You’ll be able to reply to queries via social media and ensure them that you are going above and beyond to fulfil their requirements. Your clients are also going to be uncertain but transparency will go a long way. Your business can stand out by providing honest information and ensuring clients remain informed.

Improve Media and Channel Performance

Did you know that digital marketing, according to Google, influences almost 70% of B2B buyers? Therefore, if there was ever a time to go digital, then now is the time. This doesn’t mean that you’re going to need to increase your digital spend budget. What it does mean is that you’ll need to consider which channels are going to be more effective under the current circumstances. You’ve got Facebook, Google, Tik Tok, Twitter and Instagram, all of which are significant content providers and so, social advertising is going to be especially important. Undertake a review of all of your media strategies and make changes where required. With the right analysis and understanding of consumer behaviour, you’ll have the ability to ensure you are occupying the same space as them online.

Consider Your Web Activity And Fine-Tune Offers

As more people have had to move online to do the things they need to do, it might be a smart move to gain an idea of your own activity online. This will provide an insight into how your customers and prospects have been behaving. It’s more important than ever to ensure that you CTA’s are more effective and apparent than before as well as any offers you might have. You might notice a drop in web activity which means that you might want to work quickly to implement conversion rate optimisation. This will give you a short term plan and an understanding of your long term performance across all digital platforms.

Use The Time To Optimise Content

Content is crucial but you should not create content for the sake of content. However, with a change in the way that you are running your business, this could be the ideal time to enhance your content, ensuring you have something that is valuable to your client. This could include useful guides, newsletters, blog posts, case studies and even step-by-step guides. If your content strategy is well-devised then it will enhance lead generation and brand awareness. This can be achieved through social media content, blog posts and even videos. Consumers are looking for information and you need to make sure you provide it because you’re going to need to make sure they choose your business over others.  It’s also the perfect time to nurture leads because if a potential client is still unsure, you might want to provide them with newsletters, special offers and even case studies. Whatever you choose, ensuring you offer them value will increase the chances of them converting.

Instil Confidence In Prospective And Current Clients

Everyone is nervous about the current situation. Uncertainty has left people struggling to make decisions but this is the ideal time to inform people of how you are operating. This level of transparency will go a long way and will ensure they know what you are doing to ensure their safety. Whether you have a store that is still open or you are operating solely online, give them every reason to trust you. Use social media channels and your website to provide information on how you are implementing safety measures with deliveries, the handling of items and how you plan to continue offering the first-class service that they are used to. This can be communicated efficiently using the relevant channels. Digital marketing is crucial to any business looking to survive the current pandemic. It’s about building a robust online presence, optimising content and improving the way in which clients access your products or services. Deliver a superior customer experience by utilising the correct digital marketing strategies and your business is highly likely to survive the pandemic.

In today’s highly competitive business landscape, companies are constantly seeking innovative ways to stand out from the crowd and capture the attention of their target audience. One powerful strategy that has gained significant popularity is cross branding. This article explores the concept of cross branding, its benefits, successful examples, implementation steps, challenges, and tips for a successful campaign.

Moonbox, a premier Branding agency in Dubai, specializes in providing a wide range of services to cater to diverse branding needs.

Introduction to Cross Branding

In an increasingly interconnected world, cross branding has emerged as a strategic approach to leverage the strengths of multiple brands in order to create mutually beneficial partnerships. It involves two or more companies coming together to collaborate on marketing initiatives and share resources, aiming to achieve common objectives and tap into new markets.

Definition and Explanation of Cross Branding

Cross branding is the practice of combining the identities, values, and marketing efforts of two or more brands to create a unique and compelling offering. By aligning themselves with complementary brands, companies can enhance their market presence, engage a broader audience, and reinforce their brand image.

Benefits of Cross Branding

Increased brand exposure

Collaborating with another brand allows for greater visibility and exposure to a wider audience. By leveraging the partner brand’s reach and customer base, companies can expand their market presence and attract new customers who may not have been previously aware of their offerings.

Expanded customer base

Cross branding opens doors to new customer segments that may have been difficult to reach independently. Through strategic collaborations, companies can tap into the existing customer base of their partner brand and build relationships with potential customers who have a demonstrated interest in related products or services.

Enhanced brand perception

Aligning with a well-established and reputable brand can positively impact the perception of a company. By association, the partner brand’s positive attributes and reputation can rub off on the collaborating brand, elevating its image and credibility in the eyes of consumers.

Examples of Successful Cross Branding Campaigns

1. Nike and Apple partnership: The Nike+ Apple Watch collaboration brought together two iconic brands, leveraging their shared focus on fitness and technology. This cross-branding effort resulted in the development of innovative wearable technology, seamless integration with fitness apps, and a mutually beneficial marketing campaign.
2. Coca-Cola and McDonald’s collaboration: These two global giants joined forces to create exclusive co-branded cups, collectible toys, and promotional offers. The cross-branding initiative not only boosted sales for both companies but also enhanced the overall customer experience by providing unique incentives.
3. GoPro and Red Bull joint marketing efforts: GoPro cameras became synonymous with extreme sports and adventure, while Red Bull positioned itself as a leading sponsor of adrenaline-fueled events. The collaboration between these brands allowed for the creation of captivating content and thrilling experiences, which resonated with their shared target audience.

Factors to Consider for Effective Cross Branding

To ensure the success of a cross branding campaign, several factors should be carefully considered:

Target audience alignment

The partner brands should have a similar target audience to maximize the effectiveness of the collaboration. By understanding the overlapping interests and preferences of their respective customers, companies can tailor their marketing efforts to resonate with this shared audience.

Brand compatibility

It is crucial to select partner brands that have complementary products, services, or brand values. The collaboration should make sense from a consumer’s perspective and provide added value that neither brand could achieve alone.

Shared values and goals

Successful cross branding requires a strong alignment of values and goals between partner brands. When both companies share a similar vision and mission, it becomes easier to develop a cohesive marketing strategy and maintain a consistent brand message throughout the collaboration.

Creative synergy

The partner brands should have the potential to generate creative synergy, allowing for the development of unique and compelling marketing campaigns. By leveraging each brand’s strengths and expertise, companies can create a collaborative narrative that captivates the audience and differentiates them from competitors.

Steps to Implement a Cross Branding Strategy

Implementing a cross branding strategy involves a series of steps:

1. Research and identify potential partners: Thoroughly research brands that share similar target audiences, values, and goals. Evaluate their market position, reputation, and previous collaborations to identify potential partners that align with your brand.
2. Define the scope and objectives of the collaboration: Clearly articulate the purpose of the cross branding initiative, the desired outcomes, and the metrics to measure success. This step ensures that both brands have a clear understanding of the shared objectives and can align their efforts accordingly.
3. Develop a mutually beneficial partnership agreement: Establish a formal agreement that outlines the roles and responsibilities of each brand, the terms of the collaboration, and the expected benefits. Address potential challenges, legal considerations, and dispute resolution mechanisms to ensure a smooth partnership.
4. Plan and execute joint marketing activities: Collaborate on designing and implementing marketing campaigns that leverage the strengths of both brands. Develop creative content, promotional materials, and digital marketing strategies to engage the target audience effectively.
5. Evaluate and measure the success of the campaign: Regularly monitor and analyze the performance of the cross branding campaign. Assess the impact on brand awareness, customer engagement, sales, and other relevant metrics. Use these insights to refine future collaborations and optimize the return on investment.

Challenges and Risks in Cross Branding

While cross branding can be highly rewarding, it also comes with challenges and risks that should be taken into consideration:

Brand dilution

If not carefully managed, cross branding can dilute the individual brand identities, resulting in confusion among consumers. It is essential to strike a balance that maintains each brand’s distinctiveness while effectively communicating the collaborative offering.

Misalignment of brand values

Partnering with a brand that does not share the same values or ethics can damage a company’s reputation. It is crucial to thoroughly assess the partner’s brand image, conduct due diligence, and ensure compatibility in terms of values, ethical standards, and corporate social responsibility.

Legal and contractual issues

Cross branding initiatives involve legal considerations, intellectual property rights, and contractual obligations. It is important to consult legal experts and establish clear agreements to protect the interests of all parties involved.

Read more on Does your Business Needs Branding?

Tips for a Successful Cross Branding Campaign

To maximize the potential of a cross branding campaign, consider the following tips:

1. Thoroughly research potential partners: Conduct comprehensive research to identify brands that align with your target audience, values, and goals. Look for brands that have a positive reputation and a track record of successful collaborations.
2. Ensure brand compatibility and alignment: Choose partner brands that have complementary products or services and share similar values and target audiences. This ensures a natural fit and increases the chances of a successful collaboration.
3. Create a compelling narrative for the collaboration: Develop a story or concept that resonates with the target audience and effectively communicates the unique value proposition of the cross branding initiative. Craft a compelling narrative that captures attention and generates excitement.
4. Leverage digital platforms and social media: Utilize digital marketing channels, social media platforms, and influencer collaborations to amplify the reach and impact of the cross branding campaign. Engage with the audience through creative content, interactive campaigns, and user-generated content.
5. Monitor and analyze the campaign’s performance: Continuously track and measure the campaign’s performance using relevant metrics. Analyze the data to identify areas of improvement, optimize the marketing strategy, and refine future cross branding initiatives.

Conclusion

Cross branding offers a powerful strategy for companies to expand their reach, enhance brand perception, and tap into new markets. By collaborating with complementary brands, businesses can leverage shared resources, increase brand exposure, and create compelling marketing campaigns. However, a successful cross branding campaign requires careful planning, brand compatibility, and a deep understanding of the target audience. By following the outlined steps, considering the challenges, and implementing the tips provided, companies can unlock the full potential of cross branding and drive their businesses to new heights.

FAQs

1. How can cross branding benefit my business? Cross branding can benefit your business by increasing brand exposure, expanding your customer base, and enhancing brand perception through strategic collaborations.

2. What factors should I consider when selecting a cross branding partner? When selecting a cross branding partner, consider target audience alignment, brand compatibility, shared values and goals, and creative synergy.

3. What are the risks involved in cross branding? The risks in cross branding include brand dilution, misalignment of brand values, and legal and contractual issues that need to be carefully managed and addressed.

4. How can I measure the success of a cross branding campaign? You can measure the success of a cross branding campaign by tracking metrics such as brand awareness, customer engagement, sales, and other relevant performance indicators.

5. What are some examples of successful cross branding campaigns? Examples of successful cross branding campaigns include the partnership between Nike and Apple, the collaboration between Coca-Cola and McDonald’s, and the joint marketing efforts of GoPro and Red Bull.