Branding presents itself to us in different forms. Some think branding comes only in the form of making logos, coming up with campaigns, slogans and so on. While these are the ways in which branding manifests itself to us, a couple of branches exist in the field of branding. Simply put, these are areas in which branding can be applied or undertaken. We shall go ahead to discuss the branches of branding.
Businesses are beginning to embrace social media platforms as tools to make themselves known and drive sales. From Facebook and Twitter that are more broad to niche platforms like Instagram and Pinterest, more and more businesses are embracing the idea of having a solid social media strategy and even hiring social media manager to undertake all tasks social media.
However, social media should not only be used as a tool to drive up sales but also as a tool to create and maintain broader personal relationships with the customer base.
Businesses and companies getting into social media forget that these platforms are meant to be a place to be “SOCIAL” and not just tools to drive up sales. In order to use social media effectively, the language used should be more human and not jargons explaining the very complicated features of products or a service. In as much as they strive to be understood they too should strive to understand the people they ‘speak’ to who form their potential or actual client base.
Content Marketing or Creation
Content creation is a key branch of branding as it, coupled with social media, a means by which a brand speaks to its audience. Content creators are therefore tasked with the responsibility to not only focus on selling the brand but also appeal to their audience and make them feel attached or in contact with them.
Branding is not as straightforward as sales, whereby the only task is driving up the numbers, its also about creating an image that is not to be forgotten even amidst the stiff competition.
“Content is King” has been a highly endorsed catchphrase and while it is true and remains important, a key revision is to be considered to this very catchphrase: “GREAT Content is King”. When creating content, businesses should not only concentrate on self-promotion but also on the long run: building an image that is unforgettable, easily associated with the good qualities of the product or service being offered, being a key source of information, education, satisfaction, and entertainment.
It is more effective to have a loyal, attentive customer base than talk, post, tweet endlessly about a product or service and have no one listen to you.
Search Engine Optimization and Search Engines Results Page Metadata (SEO and SERP)
Frequently, I have been asked, “What is SEO?” both by people who are in the tech field and otherwise. It is not as complicated as it sounds. To give you the simpler version, SEO is what ensures that when a user searches for a phrase or your website or blog, that it appears in the first few results or at the very least the first page of the search engine results page. The longer version is that search engine optimization is the process of getting traffic from the free, organic, editorial or natural search results on search engines.
The goal of SEO is to foster a positive brand impression on the potential customer. SERP is the page displayed by a search engine (Google, Bing etc) in response to a query by a user as can be illustrated below.
The concern in this field is how high on search engine results pages will a website rank. It is a known fact that most users hardly go to the second and third pages of a serp. They often prefer to change their search query and get different results.
Keyword, trusted and healthy backlinks and top quality content will all aid to a site ranking higher on serps.
It is also important to note that how a site looks like on the serp affects their impression or opinion of the website. It even affects their decision of whether to click on the website or not.
A clean, informative and easy to understand design is key in ensuring you rank high on serps and easily drive organic traffic.
To sum it up…
All three of these branches have to work cohesively and have like-oriented goals in order to term the branding effort as a success. They are not independent of each other even though they can be undertaken separately and even by different teams or individuals.