As business owners and marketers, more often than not, we hear these words- build your brand!  Ever wonder what the fuss is all about? Why build your brand? Why is brand so important that everyone from small businesses to tech giants is investing their time, money and resources into it? Traditionally, companies were rewarded for sticking to their core offerings, providing honest products and services, and letting the brand generate and evolve organically.

Cut to now, companies are focusing more on their core message and how they would like to be perceived by the consumers, even before they start working on developing their products or services. They have razor-focus on strategic brand positioning, with the help of their logos, websites, and promotional materials. Mr. Marco Casanova, a well-known branding expert, points to 4 factors as the major reasons as to why it has become crucial to build your brand. So, let’s dive into why build your brand.

4 Reasons Why It’s Important to Build Your Brand

1. Consumer Behavior

Consumer behavior is rapidly transforming. Customers demand a higher standard of services and experiences than they did in the past. They want instant gratification from the products and services they seek. Traits such as customer loyalty to a specific brand due to long-standing trust is a rarity. As per Marco, a fundamental element needed to succeed in this changing mindset is to integrate the customer into the value creation and how they actively contribute to the overall Brand experience.

These methodologies taught in Marco’s Book- Pop-Up Brands, teaches marketers to create a sense of belonging, bonding, and recognition among their customers. Innovative Pop-up Branding mindset that includes customers as just prospects appreciating instant gratification over longstanding loyalty and how to design a wholesome touchpoint experience for customers. Don’t forget to read his book if you want to build your brand.

 2. Competition

Be at the right place, at the right time and on the right channel. Serve customers by exceeding their expectations, says Marco. The majority of our lives today are powered by software platforms like Google, Amazon, and Facebook. Brands that provide services to consumers through technology.

This gives them the ability to scale infinitely, further develop their services to support all needs, continually improve their products and penetrate our lives in a much deeper way. For consumers it provides freedom to access information and the ability to connect with people at scale, blurring the lines between cities, countries and continents. What these companies have done successfully is to create scalable technologies and services paired with human-like interactions that can be activated by touch, sight, and voice.

The gap is widening between the best performers and the rest. The new age race is between digitally native brands and the traditional brick-and-mortar Brands- the rabbit and turtle. As per Marco, if you are a turtle then overcome the competitive disadvantages of not starting up in today’s digital era by adapting methodologies and strategies to have an edge against your competitors. It will help you build your brand.

3. Industry 4.0

Per textbook definition, Industry 4.0 is the existing trend of automating manufacturing processes and using data to improve effectiveness. Companies who do not adapt to this changing environment would soon become obsolete. Digital word-of-mouth has crazy importance, we all know it very well. People rely on google reviews for everything, from best ice-cream parlors to best investment tips.

The majority of our lives today are powered by software platforms like Google, Amazon, and Facebook. According to Marco, this gives them the ability to scale infinitely, further develop their services to support all needs, continually improve their products and penetrate our lives in a much deeper way. For consumers it provides freedom, access, information and the ability to connect with people at scale. Expanding your digital presence can help you build your brand.

4. Purpose and Value Proposition

As value shifts to experiences, the interaction between the Brand and the Customer is becoming the focus of value creation and value extraction. To be successful in transforming your brand, fundamentally different Brand management approach, as mentioned by the author Marco Casanova, approach is needed.

Moreover, the quality requirements for consumer content and advertising are rising, as the BRANDS mentioned are constantly setting new standards due to their enormous budgets for innovation and communication. So, whenever a brand is trying to design a customer experience, it needs to realize that it’s not just up against the direct competitors, but also up against competing with Netflix, Amazon, and Apple, too. Marco says that the purpose of your brands needs to be as clear and precise as possible. The mission and vision statements need to resonate very well with the target audience to build your brand.

Conclusion

To sum it all, building your brand is only going to be more relevant for succeeding in the future market. By adapting to the methodologies researched by industry experts, such as Marco Casanova, any business could elevate and unlock previously unexplored areas. With the help of the strategies outlined in his book Pop-up Brands, Marco gives us an easy and effective way to achieve our branding targets. So, keep these four pointers in mind when you revamp the branding strategy of your venture to build a brand. All the best, and happy Branding!

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