Branding is no longer merely about visual appeal. Awkwardly, many graphic design firms who position themselves as advertising agencies believe that branding your corporate identity is all about developing great looking visual solutions.
Nevertheless, there is much more to branding than just looking good. Particularly in this era of web revolution, where a powerful web presence has become a vital element of your branding strategy, developing the right media mix holds the key to building powerful brand equity.
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In other arguments, a right media mix would mean:
- Innovative design solutions (the design, color, and content of your ads, Marketing collateral and website enhance your brand equity, attract customers, and generate sales).
- Web development (every product/service worth its name has a web presence these days, some have truly interactive, animated sites encouraging customer involvement).
- Viral marketing (vitally central in today’s age of social networking, tagging, podcasting, blogs, forums, wikis and what have you).
- Television commercial production, print media advertising (traditional media cannot be ignored).
- Strategic layers (have become essential elements of roadshows, exhibitions and other promotional campaigns).
- Corporate video production (a very important tool for branding your corporate identity).
- Direct marketing (marketing collaterals need to be just as effective and resonant with the overall branding scheme as the communicate directly with the customer).
- Outdoor advertising (hoardings, roadshows, participations in business fairs, exhibitions, etc.).
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There are some interactive advertising agencies that have recognized the need of the hour – developing creative design solutions that employ user-centric investigation and involve critical and systematic thinking.
User-centric means understanding of needs and priorities of end user; the clients’ customers, their channel partners, users, and brand communities.
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Hence if you want to list your brand as one that is identical with customer loyalty, you must develop a comprehensive platform, keeping the customer as the prime objective and organizing product stories around the way they prefer to learn about, compare, select and confirm purchases, connecting brands and their practices.
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