Identifying Brand Tolerance to Execute Creative Campaigns

The previous year has been challenging for marketers across the globe, with respect to consumer spending slowdown, the US Fiscal Cliff Negotiations, and several other events. While speculators have predicted time and again that businesses are likely to cut ad budgets, the reality is quite a contrast. Actually it is a paradoxical scene where the ad revenues are increasing. It suggests that brands are striving to maintain brand awareness among their consumers, through intelligently creative ad campaigns while also indulging in brand tolerance.

Brand Tolerance – The receptiveness your (targeted) consumer market has to the way you position and communicate your brand to them.

Evaluating the risk

Taking risks is a part and parcel of a marketer’s life. It is a challenging and difficult task as an increased amount of risk would mean failure, and any failure is not good for the marketing team. It is always important to evaluate the risk and brand tolerance, whenever a new marketing campaign needs to be launched. While unnecessary and reckless risks could invariably damage your campaign, well-calculated risks could certainly contribute to the success of your campaign.

This can be seen very often in TV ad campaigns for various brands, where a controversial ad once in a while generates so much hype that it works better than any other form of marketing campaign. In such a scenario, the real question that you need to ask yourself as a marketer is how much risk is acceptable? How far can you push the limits of your creativity? A little discipline and a healthy debate on how much risk is acceptable, is all you need to remain ahead of your competitors. Always remember that taking risks may end up in failure, but when creativity is maintained within limits, it can bring forth unimaginable rewards.

Interactive Content for Brand Equity

Good content is invariably acquiring center stage today as mobile technology and social media dominate the world. High-quality content in the form of case studies, eBooks, white papers, and info graphics are essential. They not only keep your audience engaged, but also contribute largely in establishing creative leadership and building brand equity, as consumers begin to trust your brand.

One thing that you must always remember when trying to elevate your brand equity is that there is no, single standardized approach that works for everybody. It varies vastly, depending upon the brand, the target audience, and several other factors pertaining to your brand. But, there are a few key points that could help you strengthen your brand equity.

Format and definition

Both the purpose of your content and the format of your content are essential, in order to increase your brand equity. You need to consider several aspects such as the purpose or definition of your content, and the format of your content with respect to your target audience, before launching an elaborate marketing campaign. Taking into account, the type of information that you want to put in front of your consumers, and their mentality, will direct the best format. For example, an impatient teenage consumer base would generally prefer an attractive info graphic or interactive video, to white papers and eBooks that appeal to a rather mature audience.

Variety is important

Variety is also an important aspect of brand equity, especially if you want to target a greater audience. While it is not possible to please everybody through your content, you could try to please a majority of your consumers by generating a good variety of content.  However, you must be mindful to always try and concentrate more on your primary targets, and an occasional change will definitely be appreciated by everybody.

Brand Positioning – Bottom Line

Brand positioning is one of the most important and essential components of brand management. Brand position is an essential element in addressing the benefits a brand provides to the consumer, and should be implemented in a compelling and unique manner.  It creates a personal connection between the brand and the consumer, and helps in the overall growth of the brand.

Brand positioning and research

In-depth research is the most critical aspect of brand positioning. Through research, you can gain insights on customer emotions, knowledge of your competitors, and a thorough understanding of the benefits your brand can provide to the consumers. Research also allows you to identify the key aspects of your brand that you can use to target your consumers.

Key benefits

When it comes to brand positioning, there are two popular beliefs in the industry”

  1. A brand should contain only one key benefit
  2. A brand should contain multiple key benefits

Regardless of what you believe, your brand positioning strategy must at all times, portray the brand in such as way that it is positioned as highly relevant to the consumer. It should also show that your competitor’s brand does not provide the key benefits effectively, and that your organization is the best choice.

Components of brand positioning

In addition to research and the key benefits, there are other essential components of brand positioning. These include the customer and the attributes of the brand. The brand attributes are nothing but the qualities that define your brand. In order to successfully position your brand, you must leverage these components in a simple and easy-to-remember format that is directed at creating and marketing a brand identity.

Tips for Effective Brand Management

Brand management is something that requires a large amount of teamwork, dedication, planning, organization, and passion. It is the same for any organization, irrespective of the size of the brand. Brand management is about creating brand value through innovations in marketing techniques. It is a complex process, which requires market reciprocity, good marketing strategies and techniques, to create brand identity among consumers. Brand management can have a great impact on the overall performance of a business, in any given industry. Here are a few aspects of brand management that can come in handy.

Opinions are good, as far as creativity is concerned

Brand management is a complex and a challenging effort, and making mistakes is the common human tendency. But, when it comes to brand management, small mistakes in brand communications can have undesired repercussions in the public domain. The most effective solution to such a scenario is to ask for opinions. Surveys are an effective medium to gather information. The statistical analysis that can be derived through research is of great importance when it comes to brand management.

Resource management

Effective resource management is a key factor that contributes to the success of brand management by keeping the costs low. Quality is the first priority when it comes to brand management, and delivering high quality at low cost is certainly the biggest challenge. In such a situation, effective techniques for resource management cannot only reduce costs but also help organize your campaigns. You must also give focus to issues such as deadlines, media requirements, and any other special work requirement. Do your research find the areas that best drive quality and cost, focus on getting feedback through survey’s and remember the outcomes are only as good as the pre-work that goes into any campaign.



Interactive Brand Awareness Using LinkedIn Mentions

One of the most popular and effective ways to engage with your audience on social media is through social media mentions. A large number of small and medium sized businesses have successfully leveraged this option to create brand awareness. With over 200 million users worldwide, LinkedIn is proving to be a very powerful platform to engage with professionals around the globe. One of the latest additions to LinkedIn’s features includes ‘mentions’. This feature allows users to interact with other members, consumers, and businesses. The ‘mention’ feature could be an easy way to create brand awareness. Here are a few ways in which you can use it.

Sharing interactive content

Brand awareness in social media is all about being able to engage with your customers using relevant content, and by sparking interactive discussions. By mentioning prominent members and partner businesses, you can increase the chances of generating interactive discussions on your posts, and also increase the visibility of your brand on LinkedIn. So, increased visibility leads to increased brand awareness among your consumers.

Make your network feel more noticed

Mentioning your connections whenever they share an engaging post about your brand or any one related to your brand, is a good way to make them feel that you have noticed them. This can increase the number of your likes and comments, and encourage your customers to engage in conversations about your brand. This in turn can broaden your reach to a great extent, and before you know it, your reach and brand awareness would have also increased.

In addition to this, twitter has been integrated with the ‘mention’ feature in LinkedIn, making it easy to post on twitter, to double your reach and brand awareness. However, there is one small factor you need to be mindful of, and that is to avoid mentioning a person frequently. If you continuously mention someone on your updates, it might look like spam or seem annoying.

Importance of Proper Web Design and Development in Marketing

The extensive reach that the internet provides has changed the way businesses operate and advertise their products. The World Wide Web has opened new doors of opportunities to small and medium sized businesses, enabling them to compete with the bigger, well-established organizations. Today, a company’s online presence is not just important, but essential. The website is the company’s point of contact on the Web and reflects everything that the brand is. In this light, we can safely say that the design of the website is an essential element of website development.

Your Website Reflects Your Brand

It is a known fact that a successful marketing strategy is dependent upon creating and projecting an attractive brand image. That brand image, in turn, serves to attract new customers and creates brand loyalty. You must realize that since your company’s website is an online projection of your company itself, it plays a vital role in creating and maintaining your brand image. Now that the customers are shifting their focus mainly to online media, a well-designed website becomes a critical part of your marketing strategy.

 An Effective Channel for Communication

A website is essentially a channel of communication between the business and its prospects, and customers, which makes web designing all the more important. In the digital age, the website is often the first point of contact between the consumer and the business. If the website is shabby and unimpressive, visitors to the site will not take any interest in your offerings. It is important to understand that the website is one of the most effective marketing channels for business, and has the capacity to improve  sales and revenue, provided it is well-designed.

Proper design, and navigation, allows you to present your content neatly and in a readable manner, thus ensuring that the messaging is clearly passed on to the visitors.

 A Properly Designed and Developed Website Can Increase Sales

SEO strategies can improve your website’s ranking on Google, and increase the traffic of visitors to your website. Converting these visitors to customers, thereby increasing sales, is possible only when your website is good enough to retain and convince your potential customers to bring their business to you. An unprofessionallooking website with a vague design will have an underwhelming effect on the visitor and he/she would be likely to click off to a different website.

The short time that the visitor spends on your website is all you have to make a positive impression on him or her. A properly designed website makes a strong impression, marking the beginning of a lasting, profitable alliance between the business and the consumer, while a poor one pushes away the visitors