Internet Marketing: Evolution in the Field of Branding

July 25, 2016

When it is a product or service or the company, branding is an image in a customer’s mind. Marketers for ages have recognized the value of a picture, which speaks a thousand words. When we talk about branding, we cannot escape from thinking about Nike (A right tick sign), Apple logo or Mercedes Car which are known by their single image logos.

Branding dates back to the 18th century when the name “branding” was not even known to marketers. By 1920s the concept of branding was well known and established by the two companies “Procter & Gamble” and “Lever Brothers”. Since then first time in 1996, Goodyear formalized six stages of branding. And since then we have seen a couple of brands which turned customers into brand evangelists.

Traditionally we have seen logos and image based branding on the billboards, stationery, TV channels, magazine or other print medium and product packaging. However another evolving medium is the internet which is more personalized and powerful. Today we have 900 Million internet users who access the internet at work, home and even when they are outside travelling, eating or shopping.

For any company to make its brand known to the masses, nothing is better than the internet to promote the product. Imagine the power of an internet promotion, brands like Flipkart, which is an internet shopping portal; an effective promotion has established it as a brand which redefined the experience of buying books online. If the messages are clear, consistent and show a logo, internet can develop a fast brand familiarity.

Here are branding principles which can be used effectively to develop brands online in today’s era:

Brand Recognition through an Image: A good logo is what is going to differentiate you from another company. If the image is eye catching with a balance of colours, it will attract the customers to pay attention and make them curious about your companies offering. On the internet, there could be many places they can used like email signatures, Social Media Profile, Directory listing and more.

Enriching Customer Brand Experience: The brand experience is taken care of by optimizing performance on two main channels, i.e. social media and websites. The act of image building has two basic components, positioning and consistent delivery of quality. Positioning on internet medium is done through making a place on social media platforms such as Facebook, Twitter, LinkedIn etc. and then effectively manages customers feel and perception about your brand. And consistent delivery of quality will be managed by the overall customer’s buying and product use experience.

Building Unique Brand Presence: Blogging is a great way for building brand presence. This can be done in two ways; by starting to build your own company blog or writing blogs and comments on other websites. Using logo effectively in either of the case will help to create a brand recall and build brand associations.

Leveraging Brand for growth: Revenues, leads and sales are the only measurable goals for observing the success of the brands. Internet marketing companies, use PPC and SEO techniques to leverage brand potential effectively and in the process build stronger brand usage and satisfying experience.

Looking at all of the above and keeping in mind that traditional marketing tactics for branding should be well integrated with the marketing branding exercise, companies can build a successful brand in no time. YNG Media, a leading Digital Marketing firm from Delhi, has helped brands like Ferns ‘N’ Petals, MMTC, Greendust, Rockland Hospitals and many more to establish themselves as popular Internet brands over time.