Five Emerging Techniques in Modern Branding Strategies
Branding is a vital aspect of marketing that helps businesses differentiate themselves from competitors and create a strong identity in customers' minds. In recent years, many companies have used several new techniques in branding to stay ahead of the game.
Here are some of them:
Techniques for the Personalized Branding
Businesses can now collect and analyze vast amounts of client information and utilize it to develop individualized branding experiences thanks to big data and artificial intelligence. These interactions might comprise specialized product recommendations, individualized marketing, or unique packaging.
The best live example of a strategy for personalized branding:
Nike's "Nike By You" Customization Service: Nike's "Nike By You" customization service is another example of personalized branding. With the help of service, customers can customize their Nike shoes with their colours, materials, and designs. This action allows customers to create unique shoes that reflect their style and preferences while building a stronger emotional connection with the Nike brand. The service has been very successful and has helped Nike build a loyal following of customers who appreciate the ability to personalize their shoes.
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| Nike can make a pair of custom shoes in under an hour |
Many successful brands have realized the power of storytelling to create an emotional connection with customers. Several corporates share a compelling story that resonates with their target audience, and they can generate a healthy brand identity and build customer loyalty.
A creative live example of storytelling techniques in branding:
Airbnb's "Belong Anywhere" Campaign: Airbnb's "Belong Anywhere" campaign is an innovative example of storytelling techniques in branding. The campaign tells how Airbnb can help people feel at home anywhere around the globe. Through a series of emotionally compelling videos, the campaign shows travellers experiencing local culture, meeting new people, and feeling like they belong in places far from home. The campaign also includes user-generated content from Airbnb hosts and guests, adding to the authenticity of the storytelling. By telling these stories, Airbnb creates a powerful emotional connection with its audience and reinforces its brand promise of helping people belong anywhere. The campaign has been very successful in building brand awareness and loyalty.
In today's socially conscious world, many consumers may look to support brands that align with their values. Brands that take a stand on social and political issues and actively work to create positive change can build a loyal following of customers who share their values.
A magnificent live example of brand activism techniques in branding:
Patagonia's Environmental Activism: Patagonia is an outdoor clothing and gear company at the forefront of brand activism for several years. The company commits to environmental sustainability and has taken several actions to promote this cause. For example, in 2011, the company ran an ad campaign called "Don't Buy This Jacket,". It encourages consumers to buy what they need and consider the environmental impact of their purchases. In 2017, the company also sued the US government over its decision to reduce the size of two national monuments, demonstrating its commitment to protecting public lands. Patagonia's activism has helped it build a loyal following of customers who share its values and has also increased brand awareness and recognition.
Influencer marketing: Social media influencers have become a powerful force in the world of branding. Many companies work with influencers having large followings on platforms like Instagram and YouTube. Businesses can reach new audiences and build brand awareness.
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| 'Myntra Insiders' members of its loyalty program |
A beautiful live example of influencer marketing in India:
Myntra's "Myntra Insider" Program: Myntra online fashion and lifestyle retailer in India, used influencer marketing to the best effect. The company launched its "Myntra Insider" program in 2018, a loyalty program that rewards customers for purchases, social media engagement, and product reviews. As part of the program, Myntra partners with popular social media influencers in India, who promote the brand to their followers and encourage them to join the program. These influencers create content featuring Myntra products, post about Myntra on social media, and share their personal experiences with the brand. By leveraging the social influence of these famous figures, Myntra has been able to reach new audiences, build brand awareness, and increase customer engagement. The program has been very successful and has helped Myntra become one of the leading e-commerce brands in India.
User-generated content: User-generated reviews are reviews created by customers that promote a brand or product. By encouraging customers to create and share UGC, businesses can build a community of brand advocates and increase engagement with their target audience.
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| Amul's campaigns continue to capture the essence of India in a delightful manner |
An Innovative live example of user-generated content in India:
Amul's "The Taste of India" Campaign: Amul is a dairy products company in India that has used user-generated content to create a successful advertising campaign. The company's "The Taste of India" campaign invites consumers to submit their ads featuring Amul products, with the best entries featured in print and television ads. The campaign has been running for over 50 years and has become a cultural phenomenon in India. By inviting customers to participate in the ad creation process, Amul has a healthy emotional connection with its audience and builds brand loyalty. The user-generated content also adds an element of authenticity and relatability to the campaign, making it more appealing to consumers. This campaign was successful. Amul became one of the most recognizable and trusted brands after this campaign.
Conclusion on modern branding strategies:
- Personalization, storytelling, brand activism, influencer marketing, user-generated content, digital marketing, experiential marketing, and data-driven branding are all vital modern branding strategies.
- These strategies are constantly evolving to meet changing needs and expectations of customers in today's dynamic market.
- Companies that leverage these strategies can create unique and memorable experiences, build brand loyalty and reputation, and drive business growth.
- By staying ahead of the curve, companies can create a competitive advantage in the marketplace and connect with customers on a deeper level.
- Successful branding requires a deep understanding of customer needs and preferences and the ability to create targeted and personalized experiences that resonate with them.
- Brands that engage in brand activism can create a positive impact by building brand reputation and enhancing customer loyalty and trust.
- Data-driven branding is becoming increasingly important as companies seek to understand their customers better and create more personalized and targeted brand experiences.
These are just a few of the many new techniques in branding. Many businesses follow it to stay relevant in today's fast-paced and ever-changing market.