Branding is important for both effective online marketing and offline promotion of the product or service. Let’s see how we, as consumers, identify with a particular brand. The first and foremost component of a brand is the company logo. In recent years, and especially before the age of technology took over all other means of customer communication, TV commercials were one of the most effective ways to popularize a particular brand. While ads help in offline marketing with the help of a catchy tune or graphic, it is now being increasingly represented in the online arena as well. Videos, podcasts and other visual advertising media are quickly assuming the role of brand promoters.
All of these various ways of promoting a brand are part of a company’s brand management strategy. While the first step is to think of the company brand, the next is to imagine the company logo. In the context of today’s marketing requirements for a strong online presence, brand management essentials call for the development of a creative, informative and interactive website. The website should be easy to find and easy to use. In the age of the Internet, it is of little help to have a website that is wonderful to look at but lacks ranking on the search pages.
Therefore, brand management also involves proper search engine optimization, or SEO, of a website. SEO takes into account the management of a company’s reputation, in many ways. Off-page SEO methodology is known to take into account various mediums to promote the brand online – blogs, articles, and directories are some of those strategies. They advertise the product or service that a business wishes to serve to its consumers and ensure that the business website receives the traffic that will help achieve effective marketing results.
Virals have also been an effective marketing tactic for brand popularization. With innovations and technological invention, online marketing breaks new ground almost every day. This is not to say that offline marketing initiatives are not useful. OOH is a functional method of promoting a brand in a huge way. Simple company logo billboards are effective means of brand management. Print media also continues to evolve at a rapid pace, bringing the consumer face to face with the real story behind a brand, in depth.
Whether it’s marketing online or offline, consumer awareness and strategic market monitoring have led to brands’ exposure to more diverse promotional methods. Both the brand and the consumer are more sensitive to trend changes and their subsequent impact on the market.