There is a close and codependent relationship between branding and marketing. While branding helps set the tone and purpose of your business, marketing is what takes that purpose and projects it to your audience. Branding can give your business a compelling story, but marketing is how you make sure someone is around to hear it. So… What Is Branding In Marketing?
You may be thinking: if marketing is what gets people through the door in the first place, why do I need branding? In a way, this is a long-term strategy versus short-term tactics. Sure, marketing campaigns will attract the attention of your target audience, but:
How will they establish a relationship with that same audience that ensures they stay and continue to engage with your business?
How do you earn their trust and loyalty?
And how do you create that emotional response that is so often the difference between a customer buying services or leaving without a second thought?
This is where branding comes in. Branding gives your business a strong underlying message that engages your audience. It’s what tells them they’re in the right place because they have shared values and an understanding of what they want from your services. Marketing needs good branding to back it up.
What Is Brand Strategy?
A brand strategy acts as a framework to ensure that your branding efforts have a purpose behind them. Like any good strategy, there should be a goal in mind: What do you want to achieve with your brand?
You should also have a solid understanding of the needs of your ideal client. Who are they? What problems do they struggle with? What would it mean for them to overcome their struggles? How do you help them with that?
The final part of a good brand strategy is clarity about the fundamentals of your brand. Which can be broken down into three parts: your purpose, core values, and brand personality. These three elements will give you a message to share through your branding and with a general direction.
With a strategy in place, every time you make a decision about your business, whether it’s to try a new marketing tactic, partner with another brand, or change your logo, you can use the fundamentals to determine if the decision would be a good one or not. Your decision-making would be measured based on whether:
- It helps you get closer to your goal.
- It adapts to the needs of your clients.
- And if it aligns with the fundamentals of your brand.
In conclusion…
Here’s an introduction to what you need to know about What Is Branding In Marketing and how it helps you build a successful business. So, to sum it up as neatly as possible, your brand is the perception of your audience and the relationship you have with them. If you spend the time and energy to build a brand that truly fits your business, you will have a huge positive impact on your business’ success, setting you apart from the competition and connecting with your customers on a deeper level.
A Little Tip For Your Audio Branding
It’s clear that businesses of any size can benefit significantly from audio branding, whether it’s impacting customer decisions, leaving an imprint on people’s memories, or enhancing brand loyalty. Smaller companies won’t be able to hire a famous songwriter to create a memorable jingle, but just six notes can be enough. Or, instead of music, perhaps a screeching, chime, or another distinctive sound we’ve already heard might be effective. Consistency and repetition are the keys to sonic success.
The type of audio branding that suits your business will also depend on the type of audience you plan to target. For example, if you’re targeting a younger audience, will you do better with a more upbeat pace? And if you’re targeting highly stressed adults, you might want to consider calming, relaxing tunes.
By omitting sound from your brand-building efforts, you are effectively reducing your impact on a large portion of your potential audience.
Ultimately, this is the year to define and refine the presence of audio in your brand. Why? In addition to the fact that audio has a significant effect on brand perception, also consider that audio is second only to video as the consumer’s preferred content format.
Soon, brands that have no audio presence may have no presence at all.
We recommend you to check our article on this topic if you find this useful: Reasons Why Audio Branding Is Important.
Choosing the right voice is just as important as choosing the right music track. A young or mature voice can send a different message with just one difference in the vocal range. Don’t compromise on quality. Voiceovers play an important role in representing your brand, so use the services of a professional voiceover agency.
When deciding on voiceovers, consider the following character traits and how they fit in with the rest of your brand:
- Age: Young or old?
- Accent: Yes or no?
- Speed: Fast or slow?
- Gender: Male or female?
Check Woord
This task is quite complicated. Check out this tool to get started with voiceover, one of the easiest ways to do your own audio branding. We recommend that you do some research on Woord, a text reader that will make the task much easier. Woord is a free online TTS software with a variety of useful features. It contains more than 50 languages, including a variety of dialects; it also allows one to choose between masculine, feminine, or non-binary voices. All of these features are available for free, allowing you to test the service before purchasing the premium version. Premium voices, a Chrome plugin, an SSML editor, an MP3 download, and up to 20,000 characters each month are all included in the free edition. With this program, you may also adjust the voice’s speed and format.
However, we recommend that for commercial use you buy a paid subscription, as they are low cost and ready for commercial use. Also, with the premium versions of Woord, you 100% own intellectual property for all files.
If you want to learn more about this tool check How To Use Woord’s SSML Editor or 3 TTS Converters For Audiovisual Content Creators