Interactive Brand Building

Building your brand is the art defining the personality of your business. More than a logo, trademark or slogan, good branding convincingly incorporates many components that work together to form the destination brand concept.

The management of these components is part of the brand strategy. The value of the brand is described by the term brand equity. The identity, image, personality, essence or soul, character and culture are the brand components.

BRAND IDENTITY
is how brand strategists want the brand to be perceived. It is a set of unique brand associations that represent what the brand stands for. These associations imply a promise to customers from organization members. Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self expressive benefits.

BRAND IMAGE
is a key component in the formation of a clear and recognizable brand identity in the market. Brand image is related to how the brand is currently perceived by consumers. In other words what is the reputation of the brand in the marketplace.

BRAND CHARACTER
is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness and honesty. This is also related with the promise of the brand to deliver the experience associated with its name.

BRAND CULTURE
is about the system of values that surround a brand much like the cultural aspects of a people or a country.

BRAND PERSONALITY
is the set of human characteristics that are associated with the brand. It includes such characteristics as gender, age, socioeconomic class, as well as human personality traits such as warmth and sentimentality.

BRAND ESSENCE (BRAND SOUL)
represents the emotional elements and values of the brand. Essence should be part of a long term positioning that does not change with every communication.

Interactive branding offers advertisers great opportunity to fortify the brand’s affinity. Certain features should be kept in mind to ensure online branding success. These are – search engines, opt-in email, word of mouth, web traffic, viral creative components, social networking, affiliate networks etc.

Give us a call today at 877-739-2820 or email us so that we can discuss your interactive brand strategy.

Posted in Articles, Interactive Marketing · April 7th, 2009 · Comments (0)