14-09-2010 branding Generated

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By: Vikas Malhotra

Branding is a process that is us ed by the busines ses to utilize m arketing strategies to enhance their product or
s ervice image so that it is more readily recollected by the customer. Branding helps the product or service to m ake a
favorable impact on the target customer while the branding concepts help in outlining the guidelines that s hould be
followed during the branding process .

Branding of any product and s ervice s hould follow some constants that help in es tablishing a brand in the long run.
The internet branding s trategies s hould have the following cons tants in your branding form ula:

Branding should be simple

The m os t popular brands in the world have very simple, easy to rem em ber logos. The reason behind this concept is ,
we tend to rem em ber and associate ours elves with s imple things and choose to ignore or forget com plex ideas.

Branding should be different

Your brand s hould have individuality, should be different. The brand should s tand out from other sim ilar product or
s ervice; otherwise the whole idea of branding is los t. Only an individualistic brand m akes a mark on the psyche of the
target customer and he remembers it when he m akes a buying decis ion. This is why most of the MNCs take strict
action on trademark violations.

Branding should be safe

Play s afe and do your res earch if you are catering to international audience. If you are using sym bols in your logo
make sure they do not offend the target market in any way or you can chances of shutting your shop before m aking
any sales . Therefore keep the regional and cultural sens ibilities in mind during the branding proces s.

The three m os t im portant branding concepts that are the basis of all branding processes are brand promise, brand
attributes and brand personality.

A brand prom is e is a prom ise or commitment the company makes to its customers . The promise should be clearly
s tated and tells about the mos t important benefit of the product or customer.

Brand attributes are the features that describe the cus tomer�s experience like quality, innovation or customer
s ervice. The attributes help the company to deliver the brand promis e. Brand pers onality is the characteris tic the
customer experiences when they experience the brand. Thus the ess ence of the brand is a sym bios is of all three.

About the Author :

Vikas Malhotra is a s uccess ful Internet m arketing consultant having helped over 100 busines ses increas e their
visibility and s ales online. He is an online branding expert with experience in online media planning, buying and also
s earch engine marketing. To learn m ore, visit http://www.m os aic-service.com

Mosaic ITES s ervices, is well versed with the branding concepts and provides the s pecial �branding� effects
that distinguish your brand from the res t of the crowd. Therefore, m ake Mosaic your branding cons ultant for your
internet branding needs and see the difference. The com pany also offers viral marketing services and is a well-
known name in search engine optimization s ervices in India. Visit the s ite www.m os aic-service.com to know m ore
about the company and the various services offered by it.

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