Improving Your Branding Is Necessary for Brand Development

Sometimes change is necessary, even though it may sound sacrilegious to discuss retiring an old brand and its equity. It may be prudent to rethink and redesign an existing brand, or even start from scratch. Hire a branding consultant immediately if sales remain stagnant or aren't showing any signs of improvement.

You can't have a successful product or business without a strong brand. Corporate branding and product branding are merging into one due to the ubiquitous nature of communications nowadays. Because subbrands aren't as easily repositioned when they fail, the growing influence of corporate brands on product brands and sales poses a serious threat.

Corporate Identity

Consumers' views of a product's worth shift over time in response to shifting cultural norms, technological developments, and the introduction of competing brands. When there are twenty or more competing companies providing the same products and benefits, the old sales pitches won't cut it. Your aging brand equity and image might do more harm than good in a world where culture, economy, technology, and corporations are always evolving. Even if your brand was successful in the past, that doesn't mean it will continue to be successful in the future.

In the world of computer products, there is a clear case of an age-related branding issue. I upgraded to a new laptop not long ago, as my previous one was incapable of handling all of my work-related multitasking demands. You might choose among PCs powered by Intel or AMD CPUs at the shop. It wasn't the speed or capability of the CPU that was crucial.

I used to be so swayed by the Intel emblem that I would only purchase PCs powered by their processors, no matter the specifications. It was easy to see that the Intel name was unparalleled. This time, no. Among its many desirable features a 100 GB hard drive, high-resolution screen, multiple ports and adapters, a long-lasting battery, and the memory I needed was the reasonable pricing of this AMD-powered PC. Not only is it lightweight (only a few pounds), but the AMD logo also appears to be of superior quality. It reads: Mobile Technology by AMD Turion 64. supports 64 bits and is compatible with mobile devices. I don't see why Intel doesn't advertise its products on the computers they sell.

Notebooks are trending, and prices are going down. Due to the lower prices and easier accessibility, my 15-year-old nephew recently purchased his first laptop on eBay. Computer shopping as a whole has thus undergone a "culture" shift.

I was excited to finally have a high-resolution screen so I could finally put an end to my daily eyestrain from staring at a screen for so long. Along with its sleek design, the laptop's large hard drive was a major plus. Old Intel wasn't as effective as it once was, and AMD, a rival of Intel's, just sold a processor. Intel processors are no longer a deciding factor in my computer purchases; the laptop is performing admirably.

Whenever I see the Intel emblem or name, it takes me back to the days of Pentium computers. The fact that modern CPUs are different and run at slower speeds just makes the problem worse. The speed advantage that Intel had positioned its brand around is now muddled because of this. Intel used to have a stronghold in the industry, but that has since changed due to innovations in computer screens, memory, and processors. New CPUs from Intel are sold under the Intel corporate brand, but I won't care what they call them; it won't influence my purchase.

Intel must now link its chips with the advantages and features that influence B2B and consumer purchasing decisions. The old Intel reputation is strongly associated with antiquated technology, and processors are no longer the only determinant of computer branding. Pentium is even a name that conjures images of the computer zeitgeist of the 1990s.

The problem is that Intel is stuck in the past because of the previous Intel brand, which was quite popular in the 90s. Intel should have a new logo that represents the company's future rather than its history. In order to reach their destination, they will likely need to let go of their past.

As a brand that is associated with more than just search engines on the web, Google exemplifies contemporary branding well. Now that consumers identify it with everything they do on the web, the brand is strategically diversifying. Google is everywhere, and the only thing that matters to its brand is how well it fits in with the way people think and act online now. Google will not allow its ubiquitous search engine function to dilute its brand strength.

Relying on Antiquated Ideas in Branding

Brand managers, CEOs, and marketing directors often put off reevaluating and revamping their companies' identities for many reasons. They are usually afraid to venture out of their comfort zone for fear of a temporary gain. Not everyone is willing to shell out the cash for a branding expert to weigh their options. In order to assess the viability of a new brand identity or positioning, branding experts research the company's history, identify any issues it may be facing, and learn about the brand's location in the market. While it's true that some long-gone brands have already collapsed, the vast majority are simply out of date and irrelevant to their customer base. A branding consultant can help you find your brand's unique selling proposition, as well as how consumers perceive your brand in the market, how to increase your brand's value, and how to foster customer loyalty.