Employee engagement is one of those hot topic leadership areas. The evidence is overwhelming that when employees are highly engaged at work profits and performance dramatically increase. When employers genuinely care about their employees, and their employees genuinely care about furthering the goals of the organization, work is more enjoyable and workers are more productive.
The fact that leaders should make employee engagement a top priority is self-evident. The business case doesn’t need to be endlessly re-argued. It is very simple to understand. Employee engagement good, disengagement bad. The business case has been decidedly won. We get it.
Yet despite being convinced of its importance, many leaders (and the organizations they serve) are still challenged with how to “do” employee engagement.
Advertising influences every walk of life. Advertising offers different tactics and pigeonholes for different brands to interact with its target groups. Different brands cater to the need or requirement of different target groups so, it depends upon the feature(s) of a brand whether the advertising campaign has to target a 4 years old child or a 70 years old adult.
In terms of youth advertising, there is no dearth of resource or manpower to launch various youth oriented ad campaigns about different brands. The Youngistan concept of Pepsi commercials creates such a loud buzz amongst the youngsters in particular. The brand generates a youthful message to its audience through its commercials. The endorsement of Ranbir Kapoor (one of the actors in bollywood) again recreates the magic of the youthful approach the brand creates amongst the audiences. Another commercial which is worth mentioning is the ad for Airtel broadband. The ad loudly conveys the message we cant wait which is found exciting and inspiring in nature by most of todays youth. The reason is simple; todays youths are not only impatient about certain things in their day to day lives. They are also thrilled about any exuberant and striking innovations which they come across every single day.
For years, advertising has been continuously influencing the buying habit of fair sex in the nation. From the Surf commercial of the 80s to the Nakshatra ads at present, commercials have always been appealing every single woman in India. Whether it is about deciding a jewellery collection or purchasing a new household item, Indian commercials have truly appealed to women buyers for all these years. It is not surprising to find out that most of the brands endorse women celebrities or brand models to represent their brands. Whats more! Most women brands herald the launch of men brands in the market place. For example, Fair and Handsome, the whitening cream for men sought its inspiration from Fair and lovely and they launched the product with the concept Mardon ka fairness cream which honestly admits guys do wish to posses fairer complexion.
Almost gone are the days of an employee, in any industry, wearing any old thing they like when working. Regardless of the industry you will notice that now there is much more of a trend towards branded workwear than there was in the past. With business owners focusing more on the overall display of their business to the world rather than concentrating purely on what they offer to their customers. With this change comes a greater appreciation by customers for professionals in any area to be well groomed.
As more and more companies improve their business branding and awareness they are taking advantage of advertising tools. One of the ways that this is being achieved is with the use of branded work wear and uniforms for staff. The embroidering of business shirts, jackets, overalls, caps and the like to brings together the overall business package.
If you put together two groups of construction workers, as an example, one group is wearing tidy clothing, matching or not matching coloured shirts but without any branding included. The other group is also wearing tidy clothing, not necessarily matching coloured shirts but all of the staff members have the company logo on their shirts. Which of the two groups do you think comes across as the more professional without having seen any of the work either group has completed? Most people would answer that the second group appears the more professional.
The success-metre of a brand is measured according to the advertising efforts which are used for the promotion campaign of the product. In the absence of advertising, it is hard for brands to get noticed by its customers. Linking customers and brands, advertising acts as the string which keeps alive the spirit of brand marketing.
As a brand owner, there are many things you can talk about your brand. Brand literature is provided by every brand owner to define the features and benefits of his brand. However, it is not possible to explain all the benefits and features of the brand in a single advertising activity. Advertisers select the top features and benefits of the brand and present them to the TG as the advertising message. This message is different from the general brand literature (in its style and presentation). Also known as an ad copy, advertisers particularly hire experts such as copywriters to frame this particular brand message for the promotion campaign. Another important aspect of an advertising campaign is the graphical image used for the advertisement. Some advertisers opine that the right image has the capacity to deliver the brand message to the TG. On a general note, image and copy both are important to design a brand message.
Next to copy and graphical image, the medium of advertising also plays an important role in any promotion campaign. A good brand message which is launched through a poor medium is synonymous to a good recipe badly cooked by a bad chef. Media selection should be wisely done so that the ad message reaches the TG with a huge impact.
In this digital era, any brand or business looking to grow must consider an online presence. Even those who rebelled against it few years ago realized its importance nowadays. Well, better late than never. However, developing a website and owning a Facebook page isnt enough. Successful brands create online marketing strategies to attract new audiences and convert them into loyal customers. But how do they do it? Here are 7 common elements for building a successful online brand:
Understanding the audience & delivering their needs: Most brands and businesses aim to target a specific audience instead of diving in a broad market. Therefore, the first step to take is; identifying and understanding your target market. Once the full analysis of the demographics, interests, and needs of your target audience is done, then youll be able to better serve them. Ignoring this step puts the business on a wrong path that leads to failure.
Creating a unique brand identity: The most successful brands can be recognized from their logos, slogan, colors, tone of voice, mood and other elements. Recognition helps a brand gain the consumers trust as they will already be familiar with it. Refer to a digital agency to conceive an online brand identity that makes you recognizable amongst your competitors and gets you closer to consumers. Take the example of Dove. Every once in a while, the brand releases real social media campaigns promoting beauty and self-confidence. Dove became known as an advocate for boosting womens self-confidence in their beauty.
Branding yourself is a concept that represents everything about your business or company. It sets your business and products apart from the competition. Only the businesses who communicate the real value of their product in today’s world of high expectations will accomplish everything they want. So, what makes you and your product different?
The main goal of branding yourself is to own a product category. By branding yourself, you are identifying and defining everything from packaging to public relations. Your brand should epitomize the personality of your company.
Since it will have a huge impact on your bottom line, it is very important that you create a solid brand for yourself and your company. When your targeted customer becomes loyal to your brand, price will become less of an issue for your company.
For a consultant, solo professional, or other type of entrepreneur, YOU are the brand. Marketing your business is about marketing YOU as the best choice for your customers’ needs.
Starting today, make sure that you are positioning yourself as the brandthe expert. Begin to make a list. What makes you different from your competition? What traits make you stand out? What do people remember most about you?
By branding YOU, you build the power of influence. Your prospects begin to perceive you as the best resource in your field. Create a tagline for you that describes your benefits – are you a straight shooter…compassionate…a big thinker…a problem solver? What things about you make you absolutely different and valuable from someone else in your industry?
According to “Fortune Magazine,” the third most admired company in world is Berkshire Hathaway. When we think of Berkshire Hathaway we think of its head one of the wealthiest man in the world Warren Buffett. What business principles we learn from Warren Buffett? What is his magic?
Warren is one of the best investors in the world. His approach is simple. He does not buy stocks as much as he buys businesses. He focuses on a companys value, its stock price and its risks. He looks for companies with strong brands, simple business models, a good return on equity with a lot of debt.
The first step to implementing an effective branding strategy involves gathering feedback from a wide cross section of people from within your organization and even those outside your company. Until you know what people already think of your company and its image, its very difficult to position your organization for advancement.
Creating a brand means proactively creating a mental distinction for the public. In short, what comes to peoples minds when they see or hear the name of your company? A brand isnt a mission statement, or a logo, or a marketing campaign, or a slogan, or a press release. However, Kings Cross Media, a top web design london company uses all of these things and combine them to create an overall perception that is part of your brand image. In essence, a brand is the sum of all associations, feelings, attitudes and perceptions that people have relative to both the tangible and intangible characteristics of a company, product or service.
But how do you start developing this brand? You start by conducting small focus group meetings to gather opinions. The goal of these meetings is to start identifying your organizations strengths, weaknesses, opportunities and threads. You also want to determine where your company stands in relation to your competition and you want to get to the heart of what peoples thoughts, attitudes, beliefs and opinions are toward your company.
The online community is both a boon and a hex to entrepreneurs: first, it supplies nearly bottomless avenues for pushing your voice out there and for getting your name out there. On the downside, you’re Going against millions of other web-based businesses – and your message can get lost in the dredge.
That means that other ” marketing gurus ” hoping to make a fast buck often restructure their message into absurd merchandising lingo, merely to get their name out there and to accumulate traffic. Have you ever received and email that made no sense ? That’s why. But don’t be put off – you can differentiate yourself from the crowd if you do two approaches: keep on the point and keep that message literate.
Whatever pr tools you utilize – article marketing, social media – you can easily make yours a trusted name if you focus on the recipient. If your communication is well-written and compelling, your target audience will warm to you because they will conclude they are dealing with a human being, not an automated message system.