Since everything changes with the change in technology it has brought a tremendous impact on branding itself. But first we need to understand what branding is. Branding refers to the promotion of a company or a particular product through advertising and some distinctive designs. From years ago companies have been consulting brand consulting agency and a number of brand consulting firms to get branding that is capable of boosting their businesses.
Branding in the 20th Century
Branding has a long history that has evolved through the years. But, the major purpose of branding has changed in all these years. Yet the principles have as per the profusion of marketers and consumers. Branding required a creative mind set to help the company reach its milestone of consumers. With the opening of brand consulting agency which provides branding solutions to companies the competition in branding gradually increased.
1980s brought a new evolution in branding. In the need of targeting audience brands in the eighties started promising things such as beauty commerce strength adventure, youth etc. 80s welcomed the popularity of televisions and remote controls.
Now people could change the channels easily during the commercial breaks and thus it became hard to engage the audience. This led brands to initiate investment in international market. It was the technology that made brand consulting agency and brand consulting firms more creative to cope up with the emerging competition in the market.
With the continuing trends of 1990 the car technology continued to move forward at a greater pace. With the increasing competition of advertisements and promotion, the thought process and creativity increased. Now the advertisements were more promising and could emotionally convince people to switch to a particular brand. The portrayal of solving daily life problems became a hit by the end of 20th century.
Branding in the 21st Century
As branding stepped into the 21st century, so did a number of brands stepped in the market of evolution. Several food and beverage brands dairy products, washing powder evolved their packaging from 20th to 21st century with the emerging trends. The brand consulting agency and brand consulting firm held these companies to think forward and broader for a better consumer base.
The pressure on brands in the present time is more than ever before. They not only required to provide a guarantee for the quality but also required to provide a badge of status to the consumers.
In the present time consumers are used to avoid advertisements. An average consumer crosses with more than 1000 advertisements every day. These might be digital or physical and thus the consumers have become professional at avoiding advertisements. Therefore now advertisers have to fight the increasing market fragmentation. The brand consulting agencies and firms are focusing on more engaging advertisements that could attract consumers but at the same time are innovative.
With the emerging trends of branding the brand consulting agency and brand consulting firms now focus on these key factors:
– The brand needs to be at every platform including television, social media, radio stores and news.
– The advertisement must be as innovative as possible.
– There must be small message through which the audience can relate.
– Every branding strategy must be persuasive.
Chameleon like Branding
Branding in today’s century can be also termed as an evolving relationship with your consumer. The logos and packaging offered by brand consulting agencies and firms are the wisdom of the Identity of traditional corporate. But the static thinking of leaving the logo and packaging as it is has been outdated.
It is well said that a brand which is modern never stand still. Let’s take an example of two globally leading shoe brands. One of them has been reinventing itself over the years while the other one has remained hesitant. It is clearly visible which one has more sales.
The leading shoe brand has been consistent at evolving as per the market needs. Right from mid 1960s, the shoe brand brought a culture of jogging and continued to succeed due to its chameleon like branding. From shoes to clothing to an athletic experience, this company never stopped reinventing itself and dash became an example of how branding works as per the mould like market. It fits in everything.
Key to a Successful Branding
It is the experience innovation which is an integral part of building a brand. The brand consulting agencies and brand consulting firms are the ones who create the image of branding of a company. It is their design thinking that is the major key to a successful branding. It depends on how relevant experience a company is capable of providing. The more it is relevant the more can be generated and ultimately the revenue earned will be much higher.
Design thinking is where a company needs an agency or firm for brand consulting. These brand consulting firms and agencies are already aware of the market scenario and also the needs of the consumers. They have a better approach to creativity and several platforms as per the needs of your company. Nobody else can provide better solutions to branding other than brand consulting firms and agencies.
These are the hinges of branding that leads to a success:
– understanding the needs of business or a company
– empathising with the needs of consumers
– providing the businesses with a creative solution
Branding refers to creating a dialogue among a consumer base. But understanding the consumer base is one of the major steps while design thinking. According to these design consulting agencies and design consulting firms helps businesses to understand the problems consumers are finding solutions for.
With the evolution in technology, the platforms of branding and advertising are changing. People are more approachable now. One doesn’t need capital but connections to start a new business. And finally it is the consumers that help a business to lead to success.
