Feb 15, 2023
Healthcare Practice with Vigarbiz Inc. is a B2B marketing business created by Hi-Tech Industry professionals in the United States that value
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Healthcare Practice with Vigarbiz Inc. is a B2B marketing business created by Hi-Tech Industry professionals in the United States that value
Understanding Branding & It’s Importance For Your Business
“Your brand is what people say about you when you are not in the room.”
- Jeff Bezos, Amazon
A brand is not just about the front of your business. It is more than a logo, colours and taglines. Creating a brand for your business is about creating an experience for the users or buyers, something that makes them want to talk about it, recommend it and keep using it again and again.
So, What is Branding?
In simple terms, it is what makes your brand different and unique. Markets, nowadays, do not have a dearth of brands. In order to float and be before your target people, it is important that you make people know you by your USPs. Consolidating this identity to every communication, packaging and service comprises branding.
Let’s Take an Example
There are several online shopping stores today. But what do you think distinguishes Amazon from other brands? From a unique interface, one-day delivery options, accessibility options to its unique logo, social media presence and innovative advertising, it knows how to separate itself from the competition. This is exactly why you need professional, holistic and accurate branding for your business.
The Importance of Branding
Let’s take a deep dive into why your brand is incomplete without proper branding.
Building Trust: Imagine making five different claims on five different platforms. People would never trust such a brand. Good branding can develop great trust among the target audience by unique elements, industry insights, polished communication and the like.
Customer Loyalty: When there is trust, can loyalty be far behind? Customer loyalty is inevitable if you can give a smooth user experience right to the point of delivering the product/service. In fact, your loyal customers are the biggest advertisers of your brand so remember you are killing two birds with a stone.
Advantage Over Competitors: Zomato is known by its red colour and witty social media presence, Apple is known by its logo and outstanding technology features, and similarly you want your brand to have an edge over competitors through a USP. That is possible by exceptional branding.
Stay Focused: Dynamic Markets and changing trends might make you feel the need to make changes very often or digress from your ultimate goal. However, with good branding, you can clearly outline your vision, missions and brand identity that resonates with you and the people who want to connect with your brand in the long run.
Stronger Business Value: Would you buy Coca-cola or an ordinary fizzy drink if you are thirsty? People prefer branded products because they can be trusted, are more appealing and hence have a higher business value.
Start Branding Today
Whether you are a new company or an established one, branding should be one of your top priorities when it comes to branding strategies. From fonts and colours, to products and packaging to services and communications, branding lies at the core of all businesses. So get professional and best branding aid from the best branding agency in Bhubaneswar. Connect with Sanket Communications or visit our website today.
Saransh Gupta is a copy and content writer professionally. She is focused and organized, with a penchant for being punctual. Occasionally, she finds time to teach tiny tots and shape young minds. A foodie at heart, poetry flows from her soul and through the ink and she dreams to create an impact on the world with her words.
Direct-To-Consumer: E-Commerce Marketing & Its Benefits
What do Lenskart, Pepperfry, boAT and Furlenco have in common? They were the most funded D2C startups in India in 2021.
India and the world in general has shown a trending affinity towards the D2C business model, especially for e-commerce businesses. So, let's take a dive into what this model is and what its main benefits are.
What is Direct-to-consumer (D2C) E-commerce?
D2C is a model where a brand takes on the roles of manufacturing and distribution of its products/services, thereby eliminating any other stakeholders in the middle. These brands employ direct selling via shipping the products to their customers or running pop-up stores. In the e-commerce industry, websites and mobile applications are the primary way to sell products.
Benefits of D2C E-commerce Business Model
With a high focus on the product range and subscription-based distribution, there are a number of advantages to this business model. Some of them are as follows:
1. Cost Reduction:
The D2C model is well-known for the elimination of gatekeepers and middlemen. This automatically reduces the distribution cost and allows brands to get higher profits.
2. Customer-Centric Approach:
Since the brand is directly dealing with the client, they are highly focused on customer behaviour, buying patterns, and understanding the requirements of the target market to serve them with the best solutions.
3. Control Over Brand Messaging:
With a clear understanding of the customer journey, the branding message also becomes clear and focused. You get to decide it in accordance with what the customers are looking to hear.
4. Better Market Opportunities
D2C is no longer limited to geography and traditional modes of communication like television or radio. With e-commerce gaining a huge traction in this decade (especially, since the pandemic), D2C models can easily go global with the right audience and the right market.
5. Immediate Feedback:
The brand can directly approach the customer for their experience and feedback instead of waiting for it to come through various other channels.
Success Stories
Mamaearth, which became the first unicorn business in 2022, is one of the finest examples of a D2C business model. Offering a wide range of self-care products on their website, a major part of the company works through direct distribution. The website is easy to navigate, offers hands-on customer support and makes shopping highly convenient for the customer, ticking off all the checkboxes for a D2C e-commerce model.
Global giant Uber is also based on the D2C model providing services through a mobile application. It directly caters to people looking for taking rides or the ones interested in providing transportation. It recorded a total of 93 million users in 2020, reflecting the success of this model.
If you are an organisation working along the D2C e-commerce model, you might need expert guidance in understanding the right model of distribution, chalking out customer journeys and employing ways of efficient branding. Look no further with Sanket Communications by your side, the best marketing & advertising agency in Odisha. Get guidance about the D2C business model and watch your business grow in no time.
Best Holiday TikToks of 2019
Best Holiday TikToks of 2019
It’s the end of 2019. Time for the “Best Ads of the Year” “Best Ads of the Holiday Season” “Best Ads of the Decade” sorts of posts. Hell, maybe you’re not working, but you’re on your phone cuz you’ve run out of stuff to say to your in-laws.
But instead of the best commercials or videos, Division of Labor wants to focus on the best TikToks of the season. This holiday has produced a batch of some pretty funny videos on the hottest platform of the year. (Forget the fact that it all might be a Chinese plot to spy on America.) People are making a lot of TikToks and spending hours and hours watching them. If you haven’t heard of them or don’t quite get what they are, let us introduce you to a massive platform that Millennials and Gen Y are spending reams of time on. And, well, this means you should be there too.
A LOT FOR CHRISTMAS
This Tiktok is set to the same Mariah Carey song as above, but it works with the lyric: “I don’t want a lot for Christmas.” The woman in the video expresses her annoyance after being gifted a parking lot for Christmas even though she specifically said she did not want a “lot for Christmas.”
This is a fairly common TikTok construct, but here it’s just so dopey you can’t help but laugh. This TikTok has close to 600k likes as of this posting.
POST MALONE
Rapper Post Malone has frequently been regarded as a pop-cultural symbol and the subject of many internet memes. In this Tiktok, someone shows off their new car interior and then reveals the custom Post Malone door light with the rapper’s face on it.
Taking pieces of internet meme culture and playing off of them in new ways is the point of Tiktok for a lot of people. So your very own Post Malone custom door light is spot on. This TikTok has close to 400k likes as of this posting.
I LOVE YOU
This TikTok started gaining momentum during the holiday season. It uses a popular TikTok format of lip-syncing to the Google translate voice reading something the creator wrote. The neutrality and lack of expression of the computer voice set against some deeply personal shit have made for great Tiktoks. And this one is no different, with 450k likes as of posting.
SLEEPOVER / GOOD MORNING
The original audio for this Tiktok comes from a 2013 video taken outside Kanye West’s house early in the morning. In the original clip, the person filming says “good morning Kanye,” to which, in typical Kanye fashion, he politely replies with “shut the fuck up.” This audio was recently recovered and dubbed over many TikToks such as this one, which depicts the struggle of sleeping over at a friend's house when they don’t give you a blanket or pillows. The TikTok has close to 2.6 million likes as of posting.
OK BOOMER - HOLES IN JEANS
We all know of or have at least heard of the “Ok Boomer.” meme. If you haven’t, this trend, at its core, is meant to make fun of or belittle the attitudes of the baby boomer generation. Naturally, this trend has taken off on Tiktok as well, and these commonly backed by the song written by Peter Kuli and Jed will. This TikTok, and others, take common phrases, complaints, or traits of the baby boomer generation and mock them with dry, sarcastic undertones.
BRANDY MELVILLE
Another important format in the TikTok platform is the point of view or POV video. The idea here is that videos can be filmed from a certain person or even objects' point of view. If this sounds broad and confusing, that’s because it is, but it also leaves a lot of room for creativity.
This particular video plays off a recent trend-making fun of the popular retailer Brandy Melville, a store characterized by rude employees and clothes that only fit pre-pubescent teenage girls. If you’ve never shopped there, watch this video, and it will feel like you have.
IN THE GHETTO
This TikTok was made popular, like many other videos on the app, by its sound. The original audio was uploaded by one user and has since been dubbed over many times, making jokes about things that upper-middle-class people may classify it as “ghetto.”
Political correctness is also kinda tossed out the window on TikTok as inside jokes on top of inside jokes blur the line of what’s appropriate and not. 277k likes at posting.
Advertising, Branding and The Art of an Effective Tagline
Advertising, Branding and The Art of an Effective Tagline
In a bold move that further illustrates Nike’s commitment to brand identity, the company chose Colin Kaepernick as the face for its award-winning ad campaign, which, incidentally, coincides with Nike's 30th anniversary “Just Do It” tagline.
Arguably, “Just Do It” is one of the most successful—not to mention memorable—taglines in advertising history. The award-winning ad campaign launched in 1988 was the catalyst for Nike’s meteoric rise to becoming one of the world’s top brands. Thirty years later, the now legendary line endures, along with the company’s commitment to keeping its brand identity laser-focused.
It goes without saying that every client that engages an ad agency to orchestrate their brand launch (or re-brand launch) dreams of a similar success story. But know this: When searching for the best ad agency to sell your wares, it’s important to remember that advertising is part art and part science. How consumers react is only partially predictable. Sound market research, strategic thinking, and brilliant creative can help. But the thing everyone focuses on first is the tagline.
If there isn’t an actual secret sauce to replicating Nike’s “Just Do It,” how do you increase the odds that your message will resonate? The tenets below serve as some basic building blocks of an effective tagline. Choose wisely, and a few choice words will be ingrained in the consumer’s head today, tomorrow, and for decades to come.
Keep It Simple
A tagline is intended to encapsulate a brand’s personality. It’s definitely not the place to explain your product’s many benefits. When presented with taglines, clients will often say: “I like the line, but it doesn’t tell the complete story of who we are.” That may be true. But that’s not what the tagline is supposed to do. The tagline is simply about evoking an emotional response. Gillette’s tagline “The Best a Man Can Get” doesn’t explain why. It doesn’t explain how a close shave can help you present a well-groomed image and therefore appear more trustworthy to others. It’s all about how a guy feels.
Embrace What’s Unique.
A tagline can help set you apart from competitors. What do you offer that’s different? Avis’s “We Try Harder” tagline is a great example of this. The tagline came out of a discussion between DDB creatives and the Avis management team. Asked why anyone ever rents a car from Avis when Hertz was clearly the brand leader, they said: "We Try Harder.” This tagline, which prevailed for 50 years (the company went another direction in 2012), positioned Avis not necessarily to compete with Hertz but embrace its second-place status. It’s a classic example of owning your negative to turn it into a positive one.
If it Ain’t Broke, Don’t Fix It.
“A Diamond is Forever" has appeared in every single De Beers advertisement since 1948. The tagline drove diamond sales to a record high and made a diamond engagement ring essential to a bride as her dress, veil, and a multi-tiered cake. In 1999 Ad Age named “Diamonds are Forever” the tagline of the century. And, nearly two decades into the 21st century, there’s no indication that the campaign’s effectiveness is waning.
If you can create a simple line that says something great, keep it. Change your campaign, executions, media, social content, videos, products, promotions, digital marketing, everything, but leave the line unless there’s a good reason to change it.
Cut Your Losses
If you’re working with a brand with established gravitas, it’s not always advisable to re-invent the wheel. In 2014, Burger King scrapped its 40-year-old tagline “Have it Your Way” and replaced it with “Be Your Way.” The intent was to promote individuality. However, fans panned the new phrase because it simply made no sense. “Have It Your Way” lets the public know that they can customize their orders. “Be Your Way,” just confuses the consumer. Although Burger King put a lot of time and money behind their new tagline, it never caught on. And, in the end, they quietly condensed the line to read “Your Way,” which is ultimately a face-saving move without any acknowledgment that the change to “Be Your Way” was a colossal mistake.
Say One Thing Well
Apple’s “Think Different,” which ran from 1997 to 2002, says nothing specific about Apple products. Yet, to this day, those two words are synonymous with the Apple Brand. It was a nod to the early adopters—at the time, just 5% of consumers used apple products—who were thoughtful enough to embrace totally different kinds of computers, which operated in a totally different way than brand-leader IBM. More than two-thirds of Americans now own at least one Apple product. And while Apple users now far outnumber other brands, the cache of being part of something innovative and unconventional lives on.
Trust the Agency
You know more about your company and its product than anyone else. But your ad agency knows more about how to endear consumers to your company and product than anyone else. When you say something like, “I ran the creative by my wife, brother, neighbor, dog catcher, (fill in additional name here) and they didn’t care for it,” that’s neither helpful nor constructive. If you hired a lawyer, you wouldn’t run his legal arguments by your wife, brother, neighbor, or dog catcher, nor would you seek a consensus opinion on whether your accountant filed the firm’s tax returns properly.
Early in my career, I worked for a guy who was, and still is, one of the most successful creative forces in the advertising industry. We were presenting new taglines to a large sporting goods company. Afterward, the client said: “I like this line, but do you have anything else.?” Without missing a beat, the creative replied, “This isn’t a fucking restaurant. This is your tagline.” Few ad execs could speak to a client so directly without losing the account. But, as I said, this guy is a legend. However, my point is that the client backed off, ran the campaign, and reaped the benefits.