The goal of branding is to uphold the corporate image and to influence purchasing behavior of consumers. Branding is essential for any company because before products and services are available for purchase, the brand has to be introduced to the current market. To ensure that the product or service is well accepted, brand specialists set up campaigns to research and gain attention for their product.
The role of a brand specialist is well-coordinated with the marketing, creative, and advertising departments of any organization. They bring consistency to any campaign and focus their efforts on market research, design, and strategy for the product or service being released.
The driving force behind any successful branding campaign is market research. They conduct studies on the demographics, consumer behavior, spending trends, and needs of the group of people they are geared to influence. They also evaluate their competition and use a competitor’s data to improve their own brand. By including competitor research, specialists are able to create that edge that will make the brand they represent truly stand out among the rest. These preliminary research findings are as relevant as consumer feedback that is gathered after a product is released. They should be able to incorporate consumer feedback and insight as an improvement of the image.
Market research is very important since brand specialists are responsible for developing campaigns. They design the brand identity that will drive sales, promote brand patronage and enrich customer experience. The design, however, does not rest solely on the brand specialist. It is a cumulative effort between the in-house designers and other marketing strategists of the company. Inputs on the design cannot be taken from the brand specialist alone since the perspectives of other members of the company are integral in the conception and finalization of the design. At the end of the day, the campaigns they conduct should always inspire the purchasing behavior of its target market. Further, the aspiration of any specialist is for their brand to become a household name.
In order to garner reception of the brand, the specialists make it a point to have a strategy when it comes to brand challenges. Marketing efforts involve a lot of resources and in order for efforts not to go to waste, brand specialists are equipped with excellent problem solving skills. They are able to adjust logos and designs, set up revisions for websites, and overall help with brand management.
They also are tasked with finding a spokesperson to represent the brand or product they are introducing. The person they choose has to fit the product and also be a responsible representative of the company. Many representatives have already been in main stream media and they have to inspire influence and patronage in the Market. This task is not an easy one and it is important to ensure that the person chosen for the position is the correct fit.
Even though they are tasked to look for an ambassador to represent the product or service they will introduce to the market, brand specialists also function as brand ambassadors themselves. The credibility of the role starts from the belief that the brand specialist is truly an advocate of the company and the products or services it offers. They are expected to have a comprehensive knowledge base about the company and what it offers to the general public.
Showpony is a Seattle-based advertising agency specializing in web design, branding and social media advertising. Show pony is a boutique agency of creative talent based in Seattle. We love to work with you on all your design and marketing needs.