More often than not, strange things happen in strange times and at strange moments. In order to deal with such emergencies and stay afloat in business, companies, need to develop strategies and tactics to assist them do profitable business and still shore up their clientele base.
There are different methods that companies and corporate organizations can employ to create a viable brand outlook for themselves.
Symbols are strong means to attract attention and enhance brand personalities by making consumers like them. For instance,
Duracell has bunny rabbit
MacDonald has Roland
FedEx has an arrow
These symbols help consumers memorise organisation's products and services.
Logos are special signs put on products to show who made them
Features of a good logo
a)it should be simple
b)it should be unique and distinct
c) it should be functional and widely used
d) it should be effective
e) it should be memorable
f) it should be easily identifiable
g) it should perfectly represent/reflect the company
h) it should be easy to correlate with the consumers and develop consumers trust in the company
I) it should not lose its integrity when transferred to another fabric or material
j) it should protest company's values, mission and objectives
Elements of a good logo
This is a unique symbol, design or any form of identification that helps consumers to recognise a brand. It contributes to brand equity.
A trademark is chosen by the following symbols
TM denotes an unregistered trademark
SM denotes unregistered service mark
(R) denotes a registered trademark
This site provides different products that can carry your brand for your customers to see daily.
Guidelines for trademark protection
- Go for a formal trademark registration
-Never use a noun or verb to form your trademark. Go for adjectives
-Use correct and proper trademark spelling
- Challenge each misuse of trademark specifically by competitors in the market
-Capitalize first letter of trademark
Brand Identity vs. Brand Image
1)Brand identity develops from the core of the company
Brand image develops from consumers
2) Brand message is tied together for brand identity
Brand message is untied by consumer to form brand image
3) The general message of brand identity is 'who you really are'
The general message of brand image is 'how the market perceives you'
4)Brand identity is subsistence oriented or strategic
Brand image is appearance oriented or tactical
5) Brand identity represents your view
Brand image represents others view
6) Brand identity is enduring
Brand image is superficial
7) Brand identity is futuristic
Brand image is historic
8) Brand identity is active
Brand image is passive
9) Brand identity signifies 'where you want to be'
Brand image signifies 'where you have got'
10) Brand identity is the total promise a company makes to its consumers
Brand image is total consumers perception about the brand
Building a Brand Identity
#Analyse the company's market by taking into consideration,its strengths,weaknesses,opportunities, and threats (SWOT)
# Determine its key business goal
#Identify its consumers
#Determine its personality and message it wants to communicate
Having all these in place, there is still a need for you to get them to the notice of your target audience, in order for them to easily recognize your brand.
Below, are outlined some tips:
1) open up communication channels
Empathize. Be human and mature enough to accept responsibility for your acts. Try to keep consumers updated about current situations.
2) be consistent
3) adopt new technologies
4) nurture long term engagements
5) be crystal clear about your own identity
6) seek professional PR help
7) upgrade your own potential barriers
8) learn from other companies
Internet marketing communications
Differences between internet marketing communications and traditional marketing communications
This is the dominant feature of the internet marketing communications. Most often than not, this is usually initiated by consumers. This is called the 'pull' method. By contrast, in traditional marketing communications, companies tend to 'push' their marketers to source for feedback and consumer responses.
Unlike the traditional marketing communication module where only a set of information is passed across, internet makes it easy to send 'tailored' information in accordance to consumers various needs.
This huge advantage of internet marketing communications makes it easier for consumers to network and make referrals on the one hand and on the other hand, it becomes easier for companies to give 'tailored' suggestions to meet consumers needs.
c) Industry restructuring
By simply dealing with consumers directly through the internet, it puts many retailers and distributors out of businesses and thereby reduces cost for final consumers. This works against the traditional marketing communications methods.
Integrated Marketing Communications Categories
a) Inside-out Approach
This combines the elements of communication and marketing to create a single unified message to represent a 'one-voice' which delivers just one clear message. This approach is weak as it demonstrates poor consumer orientation and it is an outdated method.
This Approach seeks to understand the wants and needs of the consumer, thereby accommodating the consumer needs. Also, this approach builds trust by effective steady communications with the consumer, it determines an effective course of marketing and communication methods to implement.
c) Cross functional strategic method
This approach takes a totally different perspective by shifting away from communication and promotion of product and brands to focusing on restructuring the company to increase a consumer-centric environment. To achieve this, a two way communication would be advantageous as the company and the consumer would be interactive for an effective brand communication.
IMC model and stages
a) Tactical marketing communications
Employs the mixed elements of sights and sounds to its target market.
b) Linear communication method
It inspires the business and in the long run, employs the format of using different information, ideas and emotions to its target market, with the model itself showing how the different components of a traditional marketing communications message is produced.
a) No or little support from senior management
Commitment from all levels and grades of management is needed for an effective integrated marketing communications program to be implemented successfully. Lack of support from senior management in a company may result in a deprivation of needed resources and in the long run, death of the IMC program .
b) Consumer confusion about the concept
Consumers may not fully grasp the intended message passed across.
c) Conflicts within the organisation
Implementing an IMC within a well structured company will have to produce effective changes which may not go down well with the staff. Hence for a company's IMC to be successful, there must be internal cooperation to make it a reality.