Different Types of Branding Techniques

January 18, 2012, 1:39 am

According to the American Marketing Association (AMA), a brand is a ‘name, sign, term, design, symbol’ or a combination of these intended to identify the services and products offered by a seller or group of sellers and to distinguish them from those offered by other sellers. Brand marketing is a process by which you propel your products and services in the mind of your target audience. Exploring and implementing brand marketing strategies is a great way to stream line your business model and business practices.

A good brand is invaluable asset for your company. It is important to invest time in researching, defining and creating your brand. Creating a strong brand can encourage your prospects to choose you over your competition. Creating a effective brand can help you to achieve:
Deliver your marketing message clearly
Affirm your credibility
Connect your target audience emotionally
Motivate the buyers
Improve customer loyalty

It is preferable to develop your branding campaign based on the needs and wants of your potential and existing customers. There are different types of branding techniques. It is important to choose a technique depending on your requirements. Here are four common types of branding:

Corporate Branding: Corporate branding has been around for long. This branding technique includes making promise of quality and timely delivery of services and products to customers. The objective is to attract new customers, retain existing customers by improving their loyalty.

Employer Branding: This type of branding technique includes focusing on employees in order to understand the mission, vision, goals, objectives, products and services of the company. It is developed to educate and train employees to help them to uphold the corporate brand to the customers.

Cause Branding: It includes attracting customers by associating a company and brand with a purpose or cause that prospects would find beneficial to their personal goals. This may include contribution of a portion of company’s profit to charitable organizations or donations to relief funds and wildlife preservation councils.

Co-Branding: This branding technique is also known as brand partnership. In this type of branding strategy two companies form an alliance to create a marketing synergy. A single service or product is associated with more than one brand name. For instance, mini-marts associated with gas stations and Laundromats associated with family entertainment centers and bowling alleys.

Successful Businessman