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The Importance of Brand in a Digital World

We interact with brands on a daily basis. From what brand of sweetener you put in your coffee, to what company you work for, to the device you are reading this on; brands are everywhere.

When you think of the quintessential brand, what do you think of? You might think of worldwide businesses such as Ford, McDonalds, Disney or Amazon. Or perhaps, you think of your own business, and the journey you took developing it over the course of months, years or decades.

the importance of branding in a digital world

What is a brand exactly?

When you think of a brand, you probably first think of the name or logo.

Next you will think about what product or service it provides.

Lastly, and most importantly, the brand is solidified by the collective impact and lasting impression from every touch point where a consumer has interacted with it. That impression can come from the design on a billboard ad you saw, a particularly friendly customer service representative you spoke with, or a unique experience you had.

How does marketing help create brands?

The first step of taking a business and turning it into a brand is marketing. Marketing helps connect businesses with their target audience. Once you have decided to start marketing, you must first do research and then develop a campaign.

There are two main types of marketing campaigns:

  1. Branding Campaigns which tell the story of the brand in order to raise awareness and position the brand in the marketplace. 
  2. Promotional Campaigns which are focused on acquiring new customers through a promotion of the product or service.

In our modern digital world, marketing has to move at a fast pace. There’s quarterly goals that need to be met and metrics that must be tracked. Because Promotional Campaigns are designed with the goal to generate sales or conversions, these campaigns are more common as they can faster reach quantitative business goals.

But if you want to create a lasting brand like those mentioned at the beginning of this blog, you have to utilize Branding Campaigns too. A brand is so much more than a high conversion rate or return on investment. It lives outside of any strong promotional offer or sales pitch. A successful branding campaign can make people feel like they are connected to something bigger. It can also give you a chance to explain the “why” of your business and tell your story.

All in all, Branding Campaigns are more conceptual, more emotional, and can result in major changes to brand perception and increase awareness among audiences who may have never considered your business before.

A successful branding campaign can make people feel like they are connected to something bigger.

So, how can my business become a brand?

If you’re thinking to yourself, “I need to start turning my business into a brand,” you’ve come to the right place. At WG Communications Group, we can help. We plan and execute brilliant marketing campaigns that not only achieve your business goals, but also build your brand into one that leaves a lasting impression.

Are you ready to take your business and your marketing to the next level? Let’s connect and start building your brand together.