Category: Branding (EN)

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Branding (EN) Featured-Post-HomePage-EN

What Role Does AI Play In Marketing?

What Role Does AI Play In Marketing?

Artificial intelligence (AI) plays a huge role in our lives. It entered in many businesses and made the work easier and also managed to become a part of marketing world. AI marketing is a method that uses technology to improve the customer journey.

Benefits of AI marketing

AI has many benefits. First of all, up until now conducting analysis and discussing the data was time-consuming, but now you can have a software that does the analysis and gives you the data. This way you can generate more return on investment and your colleagues will have more time to focus on more pressing matters.

Secondly, it works on anything as long as you have a data to process. This means that you can have a good grasp of your customer behavior patterns and make decisions accordingly.

Lastly, it can reduce costs. It frees up capital and helps you use it on other company divisions to increase reliability.

15 tips to boost you AI marketing

As a marketer you can use AI to ease your workload. There are 15 tips of how you can work smarter and not harder:

  • Predict customer behavior

We can all agree that there is no business without a customer. You may ask “How can I keep my customers if I don’t know what they want?” The answer is to know how they use your product, follow small trends and you will see everything. For this you need AI. Amazon is the best example of it. With the right algorithm it checks customer behavior and offers product that they will be interested in.

  • Decrease AMPs load time

We all have been in a situation where you are trying to purchase product online, but the webpage is not loading, so you get annoyed and just leave. With the help of AI you can easily solve this issue. For example google has the fastest load time using AI algorithm.

  • Provide a personalized user experience

At some point we all have an experience with chat bots, they can be helpful when providing general information, but receiving the same answer all the time is pretty annoying and in certain situations they prove to be useless. This happens because they are not real AI and at the end if you want to address an issue you have to speak with a real human. With real AI you would naturally deliver the desired answers.

For example, Sephora is using AI to help customers in various ways including scheduling an appointment.

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  • Create a content

You can take advantage of AI and use it to create content for your brand. You can create blog posts to drive traffic to your site and boost your SEO.

  • Boost sourcing accuracy

Generating leads is one thing but checking their validity is another. AI can look at all the data you have collected from various perspectives and determine which one will lead to success.

  • Predict customer churn

Prediction helps with prevention. After analyzing all the information artificial intelligence will be able to determine the reason behind customer churn and find solution before it is too late.

  • Profitable dynamic pricing models

When you have multiple store locations it is difficult to check the performance of them all, but AI can monitor it and notify you if there is a decrease of performance and find a solution to the issue.

  • Sentiment analysis

SA helps you see how your company, product and service is perceived. This helps you fix any issue that may arise and make changes almost immediately in the process.

  • Improve website experiments

If you want to check the location that will have the best response to your website before officially releasing it, you can use AI. It can determine which location will be more receptive to new features and will give you feedback on what to improve.

  • Prioritize ad targeting and personalization

Collecting data plays a huge role in having a successful business. You can use data to determine faster and efficiently what to do with ads. AI can find patterns that you might not notice and give you an insight.

  • Relevant recommandation system

When you have a huge amount of products it is difficult to connect each customer to the right one and keep driving customer retention. AI can easily find connection between the product and a consumer and run common threads between them.

  • Smart email content curation

If you want to keep your customers, you should stop sending irrelevant mass emails. AI helps you choose the content of the email based on the thing customers care about.

  • Interpret custom loyalty card data

Above we spoke about the importance of data collecting, but exactly where does this data come from? The best way to get it is by tracking the rewards or loyalty systems. This is a great way to see the patterns and make successful business deals.

  • Computer vision for image and object recognition

AI can be used to eliminate time-consuming manual tasks. You can use computer vision algorithm to sort through thousands of pictures and videos placed in social media. It has a good accuracy and offers client’s specific product that they are interested in.

  • AI-enhanced PPC

Artificial intelligence can help you discover new channels of advertisement, what’s more, when you make AI responsible for picking keywords, your PPC campaigns will be automatically updating.

Conclusion

AI is a very powerful tool, which can reduce your workload and increase productivity. There are many companies that are successfully using AI marketing to work efficiently and gain more profits.

So are you using AI and if not, what are you waiting for?

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Branding (EN) Featured-Post-BrandStrategy-EN

The Importance of Brand Portfolio

The Importance of Brand Portfolio

Having a brand portfolio means having many popular brands under one big brand.

Advantages of having a brand portfolio

Having a good brand portfolio gives you many advantages, such as:

  • Working on many different market
  • Working on diverse consumers
  • Creating cross-promotion between brands
  • Building the credibility of new brands by using already established ones

Types of brand portfolio models

There are 2 types of brand portfolio models. One is called the house of brands and another is the branded house model.

House of brands model means to have all of the brands operating separately. In many cases consumers do not even realize that the brands they are using are under one ownership, because of its diversity. For example: Coca-cola company, which is one of the most popular soft drinks brand around the world, owns several other brands, such as Fanta, Sprite, Dasani, Smartwater and etc.

Under the branded house model are brands that have connection to the primary brand, while operating on its own. For example: federal express, which has many different brands such as FedEx office, FedEx express, FedEx ground and etc.

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Creating brand portfolio strategy

There are companies on the market that use the combination of two recognized brand portfolio models. They are called the hybrid house model. For example: the most popular company Microsoft is the representative of hybrid house model, also it has many brands under its name like Microsoft office and Microsoft azure and it also manages Xbox brand separately.

Now let’s get to the strategy part itself. You may know, that regular analysis of brand portfolio is really important for the success of the company. It assesses the performance of each brand individually, but before that you need to assess the market itself and compare your performance to the needs of the market.

When developing a brand portfolio strategy, you need to take into account the following things:

  • What are the market needs
  • How existing brands can be differentiated
  • What role does the prospective acquisition play
  • What is the risk tolerance and what are the risks of the proposed acquisition
  • If a newly acquired brand damages already existing ones in any way

Tips for successful brand portfolio strategy

Creating brand portfolio strategy that will be the most effective is really difficult. Here are 10 guidelines of well-defined brand portfolio strategy:

  1. Have well-defined role and meet customer expectations

It is really important to have a well-defined role for each brand and take into account the customer needs to become successful.

2. Identify the strategic brands

Not every brand will be on the same level of success, so first of all you need to identify which one bring more to the table and use them as drivers in supporting major businesses in the future.

3. Understand the roles of sub-brands

When you decide to brand a new offering, you will need to understand what role does sub-brands play in it and how much distance is needed.

4. Brand portfolio strategy is connected to the business strategy

You have to clearly state your business strategy using brand portfolio to support growth directions.

5. Find branded differentiators

It means to find any activity, service or program to create a meaningful impact point of differentiation.

6. Use more energy

Some brands that are already well-known on the market may face tiredness, so it is important to use branded energizers to give a new energy to the brand.

7. Leverage strong brands

Getting extension opportunities that will enhance the visibility energy and communication is a must for the future success.

8. Risky but sometimes necessary vertical extensions

You may say that vertical extensions are risky, but actually they are sometimes necessary to create new brand.

9. A corporate brand

A corporate brand can become a powerful master as long as it has something meaningful and positive, be it a heritage, assets, values and etc.

10. Reduce the size of portfolio

It is important to not create brands that have no value for your company. Hence, it is important to eliminate brands that have no role.

Conclusion

Having a good brand portfolio equals to success and it shines new light to the brand identity.

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Branding (EN) Non classé

Why Re-Brand Now and How To Do It?

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Why Re-Brand Now and How To Do It?

  • Tags Re-Brand, Re-Branding

Re-branding to Maintain Image

Maintaining an image is one of the most critical components of any business. Times always surprise us with unexpected happenings, new trends, and varying client expectations. To stay up with the times and changes, businesses must be imaginative, original, and ready to adapt at any time. Re-branding is one of the finest ways to rediscover yourself on the market along with a good marketing strategy.

Unfortunately, this is also an option that many businesses neglect. Many need to be made aware of how advantageous a rebranding strategy can be to a business. You don’t have to change your company’s image fully; you can simply refresh it to be modern and trendy at all times. Re-branding is one of the major factors that can assist you in retaining your image and staying ahead of the competition in your industry.

Determine if Your Company Needs a Brand Overhaul

First and foremost, you have to determine whether or not you require rebranding. Ask yourself why you started thinking about rebranding in the first place. There might be several reasons for this; you may have considered it because your client base is shrinking, or you may have seen that your competitors made certain modifications that appeared to work to their advantage.

After that, attempt to figure out what kind of adjustments you’re thinking about. You must understand what will work best for you, and what your target market values the most. Keep in mind that this procedure must be detailed because investing sufficient resources in such tasks yields greater profits and everlasting rewards.

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Re-Branding Due to Internal Changes

Companies frequently find themselves at a crossroads in the volatile business landscape, forced to reinvent and adapt to changing times. These changes can be triggered by a variety of circumstances, including changes in leadership, new strategic objectives, increased product offers, or a fundamental shift in company culture.

Internal reforms, although necessary for development and survival, sometimes entail a re-branding exercise that goes beyond aesthetics; it’s about reinventing a company’s identity. Changes can take numerous forms. A new CEO may have taken over or you might be going through an organizational reform aimed at increasing efficiency.

Regardless of the drive for change, re-branding is the mechanism that combines these shifts into a unified story. This method communicates to workers, customers, and partners that the organization recognizes its history and is actively crafting a potential future. Furthermore, it presents the organization as one that is in step with modern market demands and expectations.

For example, the return of Steve Jobs marked a significant internal transformation at Apple. The “Think Different” campaign and the introduction of the iMac highlighted a reinvigorated brand that contributed to Apple’s renewal. In addition, IBM, a century-old firm, underwent rebranding several times to adapt to new technology and new goals.

Re-Branding Prompted by Social Changes

Companies have an unusual challenge in a world where cultural norms, attitudes, and expectations are constantly changing: adapt or risk falling out of step with the times. This adaptation is not simply about satisfying customer demand, but also about responding to bigger social shifts that impact how organizations are regarded.

Cultural revolutions, technical developments, environmental concerns, or alterations in consumer preferences can all inspire social transformation. These shifts are frequently seen in how individuals view companies and make purchasing decisions. Companies that comprehend this changing market recognize the importance of quick rebranding.

Companies are increasingly portraying themselves as agents of good change in order to stay relevant. Re-branding is a technique that allows companies to communicate their commitment to making the world a better place. This can include implementing eco-friendly methods, encouraging ethical corporate practices, and so on.

Nike, for example, is the “Just Do It” brand that underwent a re-branding to promote social change by partnering with athletes who were speaking up for social justice, delivering a powerful statement about their dedication to the cause. Dove’s re-branding, also known for its “Real Beauty” campaign, focuses on encouraging body acceptance and self-esteem in response to social concerns about beauty standards.

The Primary Benefits of Re-Branding

One of the most significant benefits of updating your brand’s appearance and feel is the opportunity to reach new customers. When you concentrate on new parts of your business and properly advertise them, you can improve your company in the most favorable way. You would also be able to distinguish your organization from its competition. You’d be able to show potential clients that your services are unique—and that you are professionals in your field.

Rebranding your firm to have its own voice, style, and feel will help position your organization as an industry leader with a personality that appeals to your target audience. Furthermore, keeping your appearance updated tells your consumers that you are aware of industry trends. Your appearance and design immediately draw the attention of your consumers. It makes you more memorable to them and helps them determine whether or not to trust you right away.

If your company has grown to encompass additional services, added new products, or established new goals, rebranding is an excellent way to demonstrate that it is growing. The advantages of rebranding will not only enhance your entire inbound strategy but will also make your firm more profitable.

Starting the Rebranding Process in a Company

There are several essential steps that will help you to do the rebranding process successfully. Identify the reasons for rebranding, whether it’s a change in company vision, outdated branding, or a need to align with evolving industry trends. Understand your target audience, market competition, and industry trends. Don’t forget your existing brand identity and look at everything with fresh eyes.

Define specific goals and objectives for your rebranding or partial rebrand effort. Maybe you want more traffic or just wish to improve brand recognition. After defining clear objectives assemble a team responsible for overseeing and implementing the strategy. The team should have clear ideas about your actions and every aspect involved in brand building.

Outline several different aspects of the rebranding process and what you will do about them. For example, a timeline, budget, logo, website, marketing materials, etc. Revise your logo design, color palette, typography, and any visual elements that need updating. Also, make sure that your website and social media profiles reflect the new branding.

Communicate the changes with your employees. They should be well-informed about the rebranding and its objectives, as they play a crucial role in representing the brand. Implement a marketing and promotional campaign to introduce the new brand to your target audience. Collect feedback, analyze data, and make necessary adjustments to ensure that the rebrand meets its objectives.

Understand that rebranding is not just about changing your logo but about maintaining consistency and relevance in the long run. Rebranding requires careful planning, strong leadership, and a commitment to change. By following these steps and maintaining a clear focus on your objectives, you can successfully initiate the rebranding of your company and position it for future growth and success.

Make Your Brand Unforgettable, Powerful and Effective

Edana is a Swiss-based branding company with a team of specialists who can assist you in achieving your goals and delivering the desired results. We can help you to successfully rebrand your company. The visual features of a brand can leave a significant impression, and we all know how important first impressions are. We collaborate with you to define your visual identity and create your logo, brand images, and unique iconography.