Monthly Archives: September 2015

Branding
Sep
29

The difference between iconic branding and fashionable trends

When developing your brandING you need to know the difference

Brand development is a process which should be handled with a long term strategy. Unfortunately, many brands emerging into the current market are not geared to the iconic but to the fashionable trends of the current market. These brands are currently seeing a draw to their products and services but once the fashion trend shifts, the branding will become obsolete. Understanding the differences between iconic branding and fashionable trending is essential to any business’ success.

Iconic branding is more than just a logo

One of the biggest mistakes with current branding trends is that the branding focuses primarily on the logo. Yes, you need a strong logo, but let us consider that if the logo is developed to current trends instead of proven sustainably, the logo is subject to revisions in the future. You can see that there are a few major corporations which have jumped on the logo branding train. Where a company may have a logo that has fonts and branding, if the logo of the branding is consistently having to change to keep up with the shifts in the market, then that brand is not iconic but fashionable. Worse, the branding is based upon a logo which is based upon fashion trends. Such a methodology in creating your branding is doomed to fail as the trends in logo design are consistently changing. Something as subtle as a trend shift from a specific color could cause your whole brand to falter.

Fashionable trends follow companies which are popular. Icon companies follow the successful ones

When planning branding strategy, a company needs to focus on the most successful companies, not the most popular. Branding and company worth is quickly established by some companies because they have a gap, which they can fill for a time. Do you remember how popular the Duck Dynasty and Duck Commander branding was a few years ago? Many outdoor companies focused their branding to mimic that of the company. But where is the popularity in the brand now? Many of those companies which followed the trend have to re-envision their branding strategy.

Modeling your branding after an iconic brand increases your chances of having an iconic brand yourself. Companies such as Coke, Apple, Caterpillar, and Microsoft have stood the test of time in their branding. Those which are establishing their brand should look beyond the logo and see how these companies have established their brand. How has the company used mobile marketing? What PR strategies have been used to build the brand? By understanding the mindset of these iconic companies, you can implement successful techniques to set your business a head above the others.

There is a difference between being modern and relevant and being “trendy”

Though it may upset a few companies, it is worth stating. Windows 10 branding for other companies is a fashion trend. Every Dick, Jane, and Sally is using the monotone colors in their branding so that it will “look good” on the OS and mobile devices. While companies should not abandon the desire to have such a graphic “accompanying” their branding, building an entire branding and marketing strategy based upon this trend is a dangerous and (quite frankly) cliché move. Establish a brand that will be sustainable when the minimalistic trend is over.

So, how do I determine if my brand is iconic or trendy?

The best way to determine if your brand is iconic or trendy is to ask yourself a few questions:

  • Is my branding dependent upon my logo?
  • Is my branding modelled after a company which has not been established for decades?
  • Have I focused on marketing strategies and PR?
  • If the desired market were to shift tomorrow would my company’s future be in danger?
  • If you were a customer and presented with your branding would it be unique or would it look like everyone else’s? Are you distinguishable?

If you answered yes to any of these questions, then the odds are that your branding has been mismanaged and developed to meet the current trends. Whilst your business will not fail, it is predictable that you will have to redesign your branding in the future. As we have seen, even if you are successful with your product, if you do not have a strong branding there is no way to tell you apart from all the other businesses out there.

We are here to help

If you find that your branding is less then iconic and want to establish a brand for your company which will stand the test of time, or if you have any enquiries as to the branding services offered by PressPoint please feel free to contact us.


Mobile Marketing - Countryside and Equestrian Blog
Sep
01

7 Reasons why the Mobile Market is where you should target your branding

How modernisation of your branding into new technologies will help your company.

When it comes to branding, there are many strategies which are effective. Yet, a great deal of the strategies fails to see the golden vein of mobile marketing. Recent research has shown that one out of every three people on the planet have a mobile tablet or smartphone. Facebook has reported that they have user accounts for one out of every seven people, and YouTube has stated that over a million videos are streamed each day. Now, consider traditional marketing and branding. You will see that although it is still important, that there has been a paradigm shift away from such mediums. Here are seven reasons why you should focus your branding on the mobile market.

Number One: mobile branding markets to the current masses

Branding which is geared to the mobile market maximises a businesses exposure. Where it may be that word of mouth carries a great deal of weight concerning a business’ brand, the internet is the new voice in which it is done. Internet usage on social media sites in the UK averaged 35 hours per month per person (As reported on thegaurdian.com )

Number Two: you have to have a website anyway, why not integrate it?

Any professional business needs to have a website. Due to the algorithm changes implemented in April 2015 by Google, those sites which are mobile friendly will receive higher SERPs (Search Engine Result Pages) than those which only have a laptop or desktop oriented page. Google is also discussing the integration of the social media into their algorithm. So to help your branding and SEO it is best to have it geared to the mobile market.

Number Three: mobile market branding establishes your business as modern

Businesses which use mobile technology, specifically in building their brand, are seen as being modern and up to date with the latest methodologies of business. Consider, if a business is relying only on business cards, a nice sign outside their business, and some local advertisement, their brand is really not saying “Hi, we are modern, we embrace technology”. Rather you are giving the message that you are set in your ways and that there is no bit of technology which will change that. Whether this may or may not be true, you do not want to convey that in your branding.

Number Four: branding through mobile media builds trust

One of the keys in having a great brand is having transparency with your business. If the consumer is made to feel like they can contact you through social and mobile media your businesses brand will become stronger, especially if you have a dedicated way in which for your customers to do so. Businesses which have no mobile and social integration are often seen as being distant and as trying to “cover something up”. If you want to establish a great brand for your company you need to be connected to the customers to whom you are selling your products and services.

Number Five: mobile marketing in your branding gives you quicker feedback for your business/services

Customer engagement and response time in the mobile world is almost instantaneous. You can quickly gauge how your brand is performing using customer engagement surveys, social media, apps, and so on. On the other hand, if you are not targeted to mobile marketing strategies in your branding, you have to rely upon field studies and analysing hard data. This is tedious, and realistically becomes outdated by the time it is completed. By allocating a great potion of your branding and marketing to the mobile market, your feedback upon your products and services will be guided quicker and more efficiently.

Number Six: brand accountability is maximized on the mobile market

Accountability is among the top things which make or break a business. If a consumer believes that a business does not care about their product or services, the business will fail. If a business has great services they need to build customer loyalty for the product or service. Whether you like it or not, your business is already being held accountable online. Posts and shares about your business are already on the internet. It would befit any business therefore, to ensure that they are focused on creating the branding that they want (and not give the power to the customer to create your brand) online.

Number Seven: mobile marketing is the least expensive and most extensive methodology to expand your brand consciousness

Where you may have a great brand and a great marketing team (which I hope you do), nothing will come close to reaching the market that your brand will reach if it is made for mobile marketing. With mobile marketing you can have apps for easy access to your brand, others can share and comment on your branding, the base is global, and you do not have anything but time that usually has to be invested.

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