Which is the first company that comes to your mind when we say chocolate? 90% of the people respond to this question by saying ‘Cadbury’. This is what the power of branding is. A strong brand stands for the category like in this case ‘Cadbury’ stands for the whole category of chocolates. Various experts define the brand differently. In this blog, you will learn about career in branding.
What is a Brand?
A brand is defined as a “name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product” – Philip Kotler.
So how many of us are particular about the brands we use, wear or eat. Some people will choose Levis jeans over wrangler while some prefer Sunfeast over Nestle. That is why A brand is a reason to choose – Chery Burgess.
This boils down to one thing, Brand is at the heart of any company and is necessary for its success. A good brand image can bring wonders and increase sales whereas a bad image can adversely affect the company.
That is the power of branding. The brand does not apply only to products but also to a person, a place can also be a brand. And with the increasing use of social media everyone is trying to build their brand via various platforms like LinkedIn, Facebook, Whatsapp, etc.
As now as we have seen what a brand is, let us understand the process of branding:
Branding is the art of bringing into line what you want people to think about your company with what people do think about your company. And vice-versa – Jay Baer.
In other words, branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the commercial voice and aesthetic.
To build a strong brand you have to go through the following stages
1. Segmentation and Targeting
When you have a product or a service, you need to decide which part of the society you want to target. Society is a mixture of people with various choices, preferences. You can segment the market by using the following criteria
Now after identifying that which segment your product will appeal the most, you would like to target that segment first.
An effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer’s mind. Here you would like to take advantage of your USP and will try to make an impression in the consumer’s mind
3. Creating brand equity
The profitable value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Here the focus is not on the product or service, but on the brand, you have created.
In this step, the focus is to create loyal customers who would buy the product because it belongs to your brand. Positive brand equity plays a very important role in making your company successful and also gives more opportunities to venture into other domains by leveraging the existing brand image
4. Addressing competition and driving growth
Now since you have built your brand equity, you have a loyal base of customers but the idea is to attract more and more people towards the brand. This can be acquiring new customers for the category or acquiring them from competitors.
Process of personal branding and a few important tips regarding it
Personal branding is the method of managing and optimizing the manner that you simply are presented to others and, social media is one among the keys (if not the largest key) to managing your brand online. Five keys to putting together a powerful personal brand are:
- Select one to three areas of experience
- Keep a similar name, profile, pic, imagery, and appearance across your social profiles
- Post daily to your most valued social profile
- Be a part of a talk, group, or community to succeed in To connect to others
- Monitor mentions of your name, and reply quickly
Career in Branding
1. Brand Management
Brand management is tough to outline because the particular job description varies widely across the huge universe of client merchandise firms. The basic analogy for brand management is that brands are treated like businesses among the corporate, and brand managers are tiny business owners.
The work involves:
- Watching the competitive landscape of the category within which your brand resides.
- Developing ways to take advantage of market opportunities.
- Executing those strategies with the assistance of a cross-functional team.
- Delivering the sales volume, market share, and profit projections for the business.
Brand managers craft elegant business plans and submit them to senior management. They concentrate on the trivialities of a daily sales volume and approach high-ranking management for capital to fund a new product launch or a line extension in much a similar manner that little business owners go to venture capitalists or banks to fund growth.
Requirements for a career in branding: Brand management is considered a part of the marketing function and most aspiring brand managers have had some expertise in advertising, promotions, or sales.
However, consumer packaged goods firms are very interested in candidates who have honed their analytical and leadership skills in different disciplines, including consulting, investment banking, or strategic planning.
If you have got no previous expertise in marketing and want a career in branding, then a summer internship is often staggeringly useful. Recruiters look for leadership, analytical skills, problem-solving ability, teamwork, and creativity.
2. Brand consulting
A brand advisor may be a specific type of marketing or advertising manager. These professionals work for marketing and public relations corporations, in-house marketing and PR divisions of firms, or as outside contractors through consulting corporations.
They supply guidance and professional advice to enhance the general public image of a company’s brand. Brand consultants should have a minimum of an academic degree, ideally in a very marketing-related field of study. Having a Master in Business Administration in promoting is an added advantage.
Specific duties of a brand advisor include reviewing advertising copy and design, press releases, packaging materials, traditional media and social media coverage, marketing, and communications plans, customer service records, and other client interactions to recommend changes.
A brand consultant produces and monitors marketing and communications budgets, to make certain the client or company is functioning on an economical and effective model.
Success in Branding career comes with building relationships, therefore brand consultants additionally assist clients in developing solid relationships with media, shareholders, customers, and other audiences.
Brand consultants compare the ways of an organization with those of a competitor to see if changes are necessary, with the ultimate goals of accelerating sales, market demand, client awareness, and satisfaction.
Who exactly is Brand Consultant?
S/he is an individual with graphic design talent with marketing skills and also interested in brand design. Also, responsible for making the marketing materials that help to form a company’s identity.
They work closely with communication team members to ascertain brand continuity and public recognition. The duty of a brand designer combines marketing and graphic design to make the visual materials that represent an organization. Brand designers analyze market trends and formulate ways to reach consumers.
They additionally design and manufacture the projects and materials that satisfy the requirements of their businesses. These materials will include logos, fonts, color palettes and more. Brand designers work with communications professionals to designate target audiences and build consistency across all marketing platforms.
Brand designers participate in the marketing process from beginning to complete. They’re responsible for both developing and making artistic brand styles. Brand designers manage all marketing initiatives to confirm that pictures and messages fittingly contribute to brand identity.
Brand designers should additionally lead employees to brand development. They have to perceive their target markets and develop innovative ways to succeed in them.
This position needs knowledge of design software. Depending on the platforms used brand designers might know photo editing, HTML, Adobe Creative Suite and more. Ask career counseling platforms about what is Branding like as a profession and scope in it, the career in it, and n number of questions that you have in your mind. All your answers and confusions would be given and cleared, respectively. Career counselling is a boon, isn’t it? Do you know the Importance Of Career Counselling For Students?
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