Branding – Traditional vs Modern

The Importance of “Traditional” Branding and “Modern” Branding

"Branding" - Those in marketing know that this is the cornerstone to all things marketing. It is where you first start the journey for getting your company or product recognized out in the world.

The very word branding started with a man named James Walter Thompson, the father of many well-known marketing techniques, and in 1900, he was the first to offer trademark advertising – what we now consider “branding”. Soon enough, recognizable brand elements started popping up in the form of slogans, mascots, taglines, targeted ads and even jingles.

Branding was a word once used only exclusively by professional marketers.  To build brand awareness, marketers used methods which are now classified as traditional marketing methods. The core of building brand recognition traditionally is a rather broad category that incorporates many forms of advertising and marketing. It's the most recognizable type of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone

Now-a-days, the word branding is a new buzz word on the lips of every individual. Any person has the ability to market themselves and their careers as brands. Modern day branding involves the rise of digital marketing and the ecommerce age. Branding is far more complicated than it used to be.

Methods used to build brand recognition in these modern times involves not only the traditional methods, but going digital.  The increase in the number of personal devices and their use means brand marketers have many more ways of communicating directly and interactively with their target consumers or customers.  Given this, it's no surprise that branding concepts should be applied to use of digital media and technology to develop brands through interactions with consumers on the digital devices they're increasingly using. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe.  Modern day branding methods include having websites, social media pages, listings on local internet directories, and sending out email blasts.

Your brand strategy now needs to be how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Remember, branding is not just developing a logo; it’s about building a reputation. Branding is all about fostering an identity for your company and a lot of introspective thought about what makes your business special and what separates it from its rivals.

Don’t get caught up in the word “branding” and believe it’s this colossal term reserved for corporate powerhouses or celebrities, if you develop an awesome branding strategy, people will get to know your brand, your company, and your website.  Whether your brand strategy involves traditional marketing methods or digital modern methods, the most successful brands maintain a consistent voice – in the media, on the web, and in person.

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