Any successful business needs more than just a good product/service. It needs good branding. While businesses understand the power of branding, scientists and public health officials underestimate how strong branding can promote their goals. Ignoring branding is especially unfortunate in the case of health crises, including the current coronavirus outbreak.
In any business or in any campaign , branding is to have goal at maximising product sales or maximum reach. The ultimate goal of public health campaigns, however, is to get large populations to behave in a way that would best promote public health outcomes. And effective branding can help.
Effective branding is made out of at least 3 tasks. Increasing awareness of the unique niche of the business,Promoting it’s accurate perception and most significantly establishing the desire to buy the biz’s product or service. An effective branding can promote an important health campaign for instance “Social Distancing” or Frequent “hand-washing” campaign in this Corona Crisis time. Do not under estimate the importance of branding during the crisis time.
Here’s why a brand is so important and what can happen when a brand is damaged. For any company brand is an intangible asset because it is not a physical object. This is not something like tangible asset, such as your company office and company equipments. Since it is not a physical asset that you can look at or hold onto or assign value to, it is perhaps the most valuable and fragile piece your company owns. One mistake or PR blunder and your brand, and thus your company, will be damaged.
A brand is what people think of when they think about your company. If you’re in the health care industry, you want your brand to be known for reliability and quality care. If you are in a hotel industry , you want your brand to be known for comfort and hygiene and so on!.
Brands are built overtime, but can be damaged very quickly and result in a significant loss of sales. Public companies routinely place maintaining their brand reputation as a risk factor in annual reports. This means that your company, no matter how small, cannot ignore the branding. Brands are not built overnight. Instead, they are built up over years and remember they can be destroyed in days.
Brands could be damaged due to many reasons from Over promising and under delivering , launching too many products at a time to rebranding to fix a brand problem.
In the current situations, It seems like for the next few months, cause-related marketing might work better than any other kind.Many brands are suffering during this Corona Crisis. Quarantine restrictions are keeping customers away from bricks and mortar retail stores, logistical issues are diminishing e-sales.
Branding can help a business get word-of-mouth referrals .The most profitable companies, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand, starting with a strong logo and tagline that speaks louder.
In today’s global market, it is critical to stand apart from the crowd not just fit-in. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organisations around the world? A brand that is consistent and clear puts the customer at ease because they know exactly what to expect each and every time they experience the brand. It is important to connect with customers emotionally, especially in this challenging times.