The concepts and variables that comprise successful branding continue to change over time, and no doubt have changed more over the past decade than at any point in history. The effects that the internet and technology have had on brands’ abilities to convey meaning through branding have been profound. Many describe this period as one of great disruption, affecting how brands can most effectively convey meaning through their designs. Here, Loop Inc examine the most important concepts of branding in order to assist their clients in maximizing overall brand recognition and effectiveness.
The effects that branding can have upon consumers and shoppers are many, but the most important example is the connection of the brand to consumer behaviour, according to Loop Inc’s Director. She stated that “a well-designed branding effort will inevitably convey multiple meanings to the sub-conscience of a shopper, which in turns impacts how he or she is likely to respond to auxiliary marketing efforts”. The importance of carefully considering logos and design elements can make or break the entire process when it comes to marketing objectives, requiring that marketers and brands alike consider how best to incorporate various colors and elements into their designs.
Branding can also affect other important considerations of marketing and how each corresponds with the others. The important branding elements of brand positioning, extensions, elements and relationships are all affected by how the core branding elements resonate with shoppers and consumers. Established marketing firms like Loop Inc understand that in order to make an ideal impression, all of these branding elements must first be in sync with one another and reinforced by a broader, overall effective branding impression. Many brands have had excellent results by combining these elements with a relentless commitment to customer satisfaction, which reinforces a positive narrative in the minds of shoppers.
As more and more disruptive technologies continue to emerge and continue to challenge the ways in which brands must identify themselves to the public, professional firms such as Loop Inc will continue to find ways in which to push forward. Despite the changes that continue to manifest, the importance that branding has on the overall shopping experience remains a notable and influential component that affects how consumers decide to engage with products and services in a variety of ways. By focusing on the important elements of branding, businesses and brands will be able to continue to improve their overall standing in select markets.