How can you improve brand awareness and increase commitment to your consumers? It starts with branding. Building a brand is like building a reputation. Commitment to a brand, intends long term growth.
BusinessDictionary.com defines branding as “the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaign with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” According to va-interactive.com, a brand represents intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. It gives the perception to customers and prospects that there is no product or service on the market quite like yours.
Redefining a brand is unnecessary and can do more harm than good, but making positive changes to adapt to an evolving technology-based world, is necessary. Brands were marketed differently 20 years ago, therefore, marketing strategies must transform. What used to be a static message campaigned to an audience is now an interactive conversation giving a community a unique experience. The fact is; brands have a place in social media. Social media has allowed companies to interactively engage with their target market while staying connected on a daily basis. David Fischer, Facebook’s vice president of advertising and global operations believes “brands are better in a connected world.”
Strong brands can be built but also must be maintained by keeping a successful perception of the brand afloat when competition is tough. In today’s struggling, yet new business world, building a bigger and finer brand is essential and possible with voice communications. Companies around the world have made important strides to gain customer satisfaction with VoiceNation’s live telephony solutions, branding themselves with around-the-clock customer support. Marketing a product or service using the array of technology available to connect the brand to the consumer fills the gaps and ensures the message is received and then perceived.