Conventional wisdom suggests that corporate brand building is all about bringing value to a business by using popular tactics such as awareness, loyalty and preference. While consistency is an integral part of the corporate brand building, the principle that branding ensures company’s long-term survival and market leadership form the core of marketing.
Experts argue that it’s time for brands to get real in their approach as responsive branding is built on conceptual themes that are not just bigger but also broader that is capable of building a common ground between the brand and clients’ emotions. This is one of the reasons why PR consulting agencies that are engaged in brand promotional services have emphasised upon the significance of ‘being honest, personal, connected’ to help businesses stand out in a noisy and crowded marketplace while actively vouching for abandoning of traditional brand strategies.
Consistency is of utmost relevance when it comes to a brand’s mission and values. Marketers are of the opinion that the only thing that can vary with time is the experience a brand offers in different contexts. In simple terms, a responsive brand identity is capable of appealing to a wider range of audience and situations despite staying true to the core values. These key insights and actionable advice have compelled different food enterprises to opt for systemised package design with the sole motive to help the ‘intelligent’ consumers recognise brands and cultivate loyalty. For instance, in India where Cadbury’s is synonymous with chocolate, Amul turned out to be the top performer in the milk and dark chocolates category. In fact, Amul’s dark chocolate emerged as the most value-for-money brand and outperformed Cadbury Bournville.
PR professionals ventured an opinion that the digital and social revolution has pushed companies to bring their corporate branding out in the spotlight. Think about it – a powerful visual impact can benefit enterprises in brand communications, experiences and initiatives. With the growing relevance of dialogue, it is necessary for brands to identify their vision, mission and business strategy. A flexible brand identity offers a broad range of financial and strategic benefits apart from reinforcing consistency and keeping the visual identity sacrosanct.
In the recent years, businesses have gone greater lengths to push consistency across the brand image. The world of online PR has seen an upsurge in responsive design, making brands cling to control their identities by spending millions.
Also Read: Why businesses should care for brand equity
Leveraging visual coherence to achieve brand flexibility
In the past few years, brand managers focused upon consistency and repetition to set a specific tone for a brand’s identity. This has successfully pushed the same brand image and messages across different channels. Thanks to social media, audiences are adopting different approaches for interacting and being connected with the brands. The reason is simple. Every social channel, irrespective of its reach and consumer base, aims to offer excellent user-experience time and again.
Moreover, new age brands should focus on the development of diverse experiences and interactions.
Flexible branding offers a series of advantages. Few of these are –
- Appeals to diverse audiences without impacting the unique culture cultivated by an enterprise
- Helps appeal to its design-oriented community and global community at large
- Successfully identify creative ways to connect with the community and consumers
- Higher sales and improved brand differentiation
Responsive branding matters
Building a brand’s identity that is durable, sharable and flexible is the focus of businesses in today’s decentralised world. Nowadays, brands are increasingly looking to collaborate with PR professionals who are able to drive interest, promote participation, win loyalty and bring value.
Hence, an effective responsive branding strategy should encompass –
- Mobile optimisation is integral, the layout design and framing must adapt to different devices
- Reinforcing consistency is key, diversity helps a brand to stand out
- Fresh approach towards branding helps to boost audience engagement
Image courtesy: Nokia
A responsive identity builds brand awareness tenfold. Hence, the onus lies with the business to keep the audience engaged by offering pleasantly surprising interactions across varied media platforms in a continuous way.