Brands with distinctive appeals, championed passionately by leaders, are creating new types of companies with competitive edge and growth. What is known as “Branding Excellence” is a benefit for companies.
EXCELLENCE AND STRENGTH
Strong brands are defined by strong promises. This promise must be delivered in a unique and stronger way. People seek simplicity and convenience in a world full of brands and products. Strong brands allow them to distinguish between the many options on the market and increase the value of their products and services by increasing user satisfaction, perceived benefits, etc.trial separation boundaries
Online marketing is a major trend for brands to reach as many potential customers as possible. Online advertising, publishing and branding have an interesting advantage over print partners. Tracking software and third-party advertising servers are making it easy to measure impressions clicks and conversions. Advertisers can now measure the effectiveness of their online campaigns. This includes how many impressions were sent and which websites have the highest response rates. How does this relate to a brand’s image?
EXCELLENT BRANDS TURN DIGITAL
It is very simple. Online messages, whether they are sent via an advertisement or awareness campaign (identity), are based upon images and experiences. This is because it has become crucial in building relationships with customers. These images and experiences are presented in clever ways that persuade but are not annoying. This is how success is measured. These indicators include brand awareness, brand image and mindshare. Leading companies worldwide are shifting to online media to create content for customers and targets.
Pepsi Entertainment has partnered up with BermanBraun in order to create original online content. Berman stated that her company would offer opportunities not found in traditional advertising. “We are not creating advertisements for Pepsi. This is about programming and creating content which can be branded for Pepsi. Pepsi does not create ads. This is part of its branding and awareness strategy. Pepsi Entertainment was established to integrate its brands in pop culture. It previously had branded content agreements that included concert footage, interviews and music news. A representative for Pepsi said that they are always looking for ways to grow, especially with online TV.
Another example is from Etihad Airwaves, UAE. A micro-site called “Experience Etihad”, was launched by the airline. The site features a 3-D tour of the services offered, as well as video interviews with key staff members, including food and beverage managers. The site is not yet available in Arabic. However, it is available in English and French. This microsite gives customers a glimpse into the company’s products and provides valuable insights. Customers who can already book and check in their tickets through the Etihad website will feel a new connection. This adds to the brand’s image and makes the interaction with customers more personal. This microsite is a great example of branding excellence. It follows the customer and provides an inside view, which creates trust and shows how the company is growing and changing. You can view the microsite directly from Etihad Airways’ home page by clicking on the “Interactive Tour” link.
Starbucks, the world’s largest coffee shop chain, is also expanding its online presence. It was crucial for us to be there and provide a meaningful and valuable brand experience. Alexandra Wheeler, Starbucks’ digital strategy director . (The interview is available online via Brand Week and other branding websites.) Their online journey started with the March launch of “My Starbucks”. This online community allows customers and partners to submit ideas, vote on other ideas and add to the community. Through our blog “Ideas In Action”, customers and partners can see how Starbucks uses those ideas. It is important to note that 75,000 ideas are in the community on an average, at the time of interview with strategy director.
“We activated 25 ideas in its first year.” It’s an important way to co-create and inform business decisions. Timothy Jones, our partner, was instrumental in allowing us to have music in our stores and so many other beverages. He also allows us to bring what’s happening in the store online. Wheeler agrees. Strategic planners must remember that social media is a key area of focus. Brands need to be able to communicate in ways that are both relevant to these environments and to consumers. Sharing content that is part of our daily lives, such as music and files, can be one of the most powerful ways to connect. Files, music and movies are shared across the internet via P2P softwares and websites each day in large numbers.
EXPERIENCE SHARE THE EXPERIENCE
If you share an “experience”, with a particular tone and format, it will create a connection in the customer. The interaction between brands and clients will grow, becoming more personal, more complex, and deeper. With more than 36 million Facebook fans, Starbucks was the most-loved brand this August. Alexandra Wheeler says: “When we joined Facebook, there was definitely a community that rallied around our brand. It was small. It is so relevant that our brand is part of peoples’ lives. But how can we nurture, grow, and build that community and provide relevant and meaningful content, experiences, and offers to these communities? How do we make sure that they are adding value to Facebook and Twitter? A brand can advertise on Facebook but not have a strong following. If they don’t care about the relationship and nurture it, then they won’t be able to build one. To ensure we are entering the space in the right manner, we build and foster those relationships.
EXPERIENCE – LEADING TO CONNECTION THE RELATIONSHIP
Brands are drawn to emotional connections. Experts have discovered that human connections are one the most important entry points. As experiments continue in this area, they keep improving and maturing. One is translation. This helps to understand if these communications add value for the bottom line. Alexandra Wheeler agrees.
Online brand excellence is all about the user experience. This relationship is built on solid codes and values that were developed during the branding phase. This is a way to increase the brand’s value in terms of customer satisfaction and other criteria. This is not a PR campaign. It is about creating and cultivating great consumer value. It all begins with the strategy and concept. But, today it goes beyond that to achieve a higher level of customer satisfaction.