360 Degree Branding
This article covers meaning, importance & steps of 360 Degree Branding from marketing perspective.
What is 360 Degree Branding?
360 degree branding is a branding effort which tries to include the brand identity into a holistic approach so that the brand is in touch with and visible to the customers at all the times. It’s all about creating a distinctive brand philosophy which is centered on consumers. It helps to anticipate all aspects of consumer needs. Especially when brand is fairly new it needs to be present everywhere to build a brand image.
Importance of 360 Degree Branding
360 degree branding is a combination of integrated marketing communications and web 2.0 usages.
Integrated marketing follows a user centric approach and primarily focuses on use of online and offline tools to engage and excite consumers. Integrated communication ensures that message is consistent throughout irrespective of the channel. A good marketing communication plan helps onboard more customers and increase sales revenue & business.
A web 2.0 usage pays more attention to customer rating and social media as consumers talk about the brand outside of the boundaries of the brand
A 360 degree branding has various elements like print, media, broadcast, email, phone etc. A brand manager has to ensure that each of these elements should run according to the essence of the brand and the marketing strategy.
For example: In Social media apart from posting messages, we can also establish conversation, get a feedback from user, collect big data, or even manage issues and complaints. Similarly Public Relation not only covers the press releases or media gatherings, but it also involves media training for internals to ensure brand sustainability.
The above diagram shows all the elements used in 360 degree branding.
Steps to Build a 360 Degree Branding Strategy
Here are some of the key steps a company must follow which building a branding strategy:
1. Identify Target Audience
Before starting any campaign, it is important to finalize the target audience the company wants to target. The demographics, geography, income, needs etc are some of the parameters one must finalize before planning a branding strategy.
2. Evaluate Existing Data
Based on past performances, a company must study & analyze the data and understand which channels work best for them. An analysis of the past data, trends, seasonality etc. can help companies plan their objectives clearly.
3. Select Channels
While 360 degree branding includes all channels like TV, print media, digital media, online ads, outdoor promotions etc., all of these might not work for each and every brand. Hence, selection of the right channels is important.
4. Build Brand Message
Brand message for any campaign must not only be unique and call out the product or service features, but it should resonate with the intended target audience as well. A campaign for youth must be colorful, energetic, contemporary whereas a campaign for aged people should be subtle, experience-based story-telling etc.
5. Finalize Campaign Duration
Every campaign must have a start date & an end date depending upon the objective which the company wants to achieve. The campaign can be related to a specific event or any festival or a campaign in general to boost brand awareness or increase sales. Hence, it is important for every campaign to have a set duration.
6. Analyze Campaign Performance
Once a campaign is completed, it is important for a company to evaluate the performance by understanding the return of investment, channel-wise performance, wins & losses etc. This can help a company prepare better for future campaigns.
Hence, this concludes the definition of 360 Degree Branding along with its overview.
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