The Essence of Branding

In our last post, we gave a brief insight of branding. So how can branding be accomplished?

Branding can be defined as a process whereby a business, organisation or company is given its unique identity. This unique identity helps it to stand out from the rest of the competition, and earn recognition in the minds of the consumer market.

Think about all those brands that you are in favour of. What is it in the brand that has earned your support for it? Today, we shall talk about the 3 tiers of branding.

Branding is an intricate process that requires much careful planning and execution. The 3 tiers of branding include brand building, brand enhancement and brand reinforcement.

Firstly, how can we build up a brand? Chameleon Media approaches it via a two- tier approach of public relations and advertising. We do not solely believe in advertising - it feels as if you are advocating yourself. As the saying goes, self praise is no praise. After all, which manufacturer would not rush into heaping praises for their own innovations?

The key then, lies in Public Relations. This activity comes into the picture through a third party endorsement. You will be more inclined to believe an article on the newspaper or magazine you read to know more about a particular brand, rather than being “sold” the brand.

Next, brand enhancement is about enhancing the brand and allowing it to capture the mind share of people in subtle manner. It then moves on to eye-ball coverage of the media used, that facilitates the thought process of the brand and to spur people on to talk about the brand, which can be termed as “word of mouth” advertising.

On top of the brand campaign of public relations and advertising, there are 2 approaches to brand reinforcement, which are termed as the “nuclear bomb approach” and “water drip approach”. The nuclear bomb approach gives the reader every single thing and every single aspect about the product and services offered dropping it like a nuclear bomb. The water drip approach slowly and subtly drops the message like water dripping slowly from the tap. Depending on the situation and products concerned, either situation can be employed.

In essence, the 3 tiers of branding can be achieved through Internet Marketing, which is the use of the Internet to advertise and market goods and services. With the increased accessibility of the Internet, there is a huge amount of eye ball coverage, which has attributed to the increasing brand cost effectiveness. For example, if you open up Yahoo!’s web page, or for that matter, set it as your default home page, the number of times the advertisement appears in the banner is the amount of eyeball coverage that an advertisement gets.

Strategic placement of brand can thus be achieved through various means such as blog marketing, article marketing and email blasting. Internet forums and websites then serve to reinforce the brand.

Aren’t our 3 tiers of branding powerful?

Cheers.

Aloha!

The Chameleon finally finds his voice back and has something big to announce. *Ahem.

We have expanded and hit the next level of the milestone with a new headquarters! Not only that, we have diversified our operations into regional scale!

This is a huge step that we have taken proving our worth in our skills and branding techniques.

What exactly is branding? Brands are promises made to customers and this distinguishes our customers from their competitors. Companies using their brands to sell as there is a need to increase their competitive markets. With strong brand equity, there is value added-ness brought to the company’s products and services that can increase company repute, and bring about customer loyalty.

Brands that we sell that helps us to sell includes Santaro Japanese Retaurant, Cartimes Automobile, Cartimes Car Car, Singapore Post Ltd, Meridian Lifestyles, USONYX, Bedz and Company, Sultans of the Seas (Maldives) etc. to name a few.

Want to be like them? Continue checking us out.