Brand Identity is the total proposal that a company makes to its target market in terms of trademark, communication and appearance. Developing a strong brand identity is the focus of every marketer. It may done through different medium such as television, print media, internet marketing or social media. Among there is growing trend among consumer to rely of social channels such as Facebook, Twitter search for products and services information. So marketers are looking for ways to engage and connect with their target audience through various web based social channels to develop a brand identity.
Word of mouth marketing is not a new concept. Social media is an extension of this concept using web based tools. Social media has been instrumental in changing the way people shop. There is a growing trend among consumers to exchange product or services information, recommend what they experienced and providing instant feedback through social media channels.
Traditional Marketing Channels
Traditional marketing channels such as television, print and direct marketing have been effective earlier but they losing its edge as each day goes by. This medium focus on what company perceives about their products and not what the consumer really wants. It lacks a speedy, quantifiable and real time feedback mechanism which is very essential to make improvements to one’s product as per customer needs. More traditional marketing channels have less reach and cost a lot.
Modern Marketing Channels
Developing and maintain brand identity is a continuous activity and requires huge effort. Social media channels such as facebook and twitter have proved to be boon to marketers looking to expand reach and get instant opinion about their products and at same time be cost effective. Through social media marketers are able to develop multiple touch points with their target segment which very essential to develop a brand identity in the market.
Brand Identity and Consumers
Developing and maintain a brand identity requires lot of data to analyze and have quantifiable return on investment. Developing a brand is a process which requires every company to conduct market research which includes call data, surveys, sales figures, web traffic. It requires a holistic approach and research should provide entire customer experience which necessary for measuring its alignment with company’s business objectives.
Brand identity cannot be developed by isolating traditional marketing channels or social media. They have to go in tandem. The important part of the whole process is to integrate social media channels with traditional marketing methods in a way where you constantly engage and connect with customers who would help companies to understand consumer perception of their brands and services and thereby develop successful brand identity.
The learning from this content are that social media is key have 360 degrees view of your brand’s experience with the customers.