Let’s start with a test or an activity. Ask a few of your friends to name the first thing that comes to their mind when you say a few words. For example, what comes to your mind when I say “milk’s favorite cookie”? Or, what pops up in your mind when you read “touchscreen technology & innovation”? You will be amazed by the quick and prompt response of “Oreo” and “iPhone” by your friends.
So why do people’s minds work this way? What if I tell you that it has not very much to do with the creamy, delicious and tender taste of Oreo cookies, and Apple’s innovation and trademark technology. The taste and technology are a measure of quality that forces people to stay with the products and we cannot forget its importance. However, what actually works like magic in this scenario is the company’s approach to make a product into a household name, that is, the branding of the product.
The Catalyst: Development Agencies & Branding
Even the largest branding companies like LPK, Gyro, and Landor cannot do it alone. They need partners and vendors. You may not see those efficient, hard working and expert partners and vendors. Yet they have a huge impact on the branding process and the way a branding strategy is approached by the advertising agency. The activities and small actions performed by these development agencies creates a series of chain reactions. These chain reactions create vibes on social media which is a hot-bed for viral growth through sharing. People who find something entertaining or engaging are far more likely to share it with their friends. Oreo Land is an example of how companies approach the branding business and how a development agency can take such an approach to a whole new level.
A good development agency can do wonders to the a small and medium sized businesses. Most of the time digital advertising companies don’t have the technical expertise (for example, Facebook App development and iPhone game development) which is a very essential part of any branding strategy since social media and mobile phones revolutionized the way we see things. That is where development agencies come in handy. Such agencies can tweak your branding idea into a world of possibilities. Cadbury Flake Me Competition and Emirates NBD Spin2Win are the two prime examples of how a company can use a Facebook app to maximize people’s engagement.
Translating your success into a Digital World
So you have a wonderful product which you think can revolutionize a particular way of life and help people solve a particular problem, but you don’t have the right audience. It is a big dream to turn a product into a brand and that needs some spark right at the start of your campaign. In today’s marketing world that can be achieved through becoming viral on social media. If you haven’t seen the social media sensation before 2012’s CES, then you may want to watch this LG Smart Thief advert. This went viral on all social media platforms and instantly gained thousands of people’s attention, a product’s dream start.
Translating your success in a digital world is not an easy process and it is certainly not an overnight process, unless you are offering unicorn blood for longevity. Branding is a seamless and structured process which can only be executed with the help of development agencies and digital advertising companies. In order to understand the prowess and effectiveness of these branding processes, you should check out the best social media campaigns by brands in the year 2013. You will be amazed to see and recognize how many of those campaigns you have seen on your Facebook timeline in the year 2013.
Conclusion
Branding is a step forward towards glory for your business, and it is by no means a small step. As Neil Armstrong said, “one small step for man, one giant leap for mankind”. It applies to the branding process of your product the same way. One small step for your product, one giant leap for brandkind.
