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Brand Architecture: how your products become your company’s building blocks

Have you ever wondered about the success stories of some popular companies and the strategies they put in place?
Procter and Gamble is a household name that has been able to ride its way through the market. Some persons may not know the name ‘P & G’ but if you ask around about Pampers, Duracell, Always, Oral B, Gillette – you will find out how much people know these household products, all of which are affiliate brands and make up what is called the brand architecture of the P&G company. P&G adopted a strategy which made their products gain more attention than the usual corporate brand. This individual branding strategy stood them out into one of the most successful companies in the world.

So, before I discuss the strategies companies like P&G use connecting their products, let me clear out what ‘brand architecture’ really means.Brand architecture is a strategic tool used to set up relationships between parent brands and child brands. It is a way in which companies represent their brands in relation to their various products, brands and sub-brands.
A brand architecture comprises of various sections, which all link together and shows how closely related brands are to each other. A master brand is the parent brand which conveys the brand name. A sub-brand is connected to a parent brand, with a personal brand name and identity.
Why You Should Consider Brand Architecture

Before you can consider any of the strategies of brand architecture, the target market should be put first. Some of the key benefits attached to a good brand architecture are:

  • The brands tend to have a stronger position in the market, this makes it easier to communicate with consumers.
  • Customers are targeted properly and this helps the company to make use of effective marketing strategies.
  • Brand architecture also helps to build brand equity of sub brands.

Brand architecture is a fundamental part of product branding. Various schools of thought typify brand architectures differently. In this blog post, we will consider brand architecture in three distinct forms so, you get informed on which one your company should or has adopted and work towards making it more productive for your market share, brand value and equity. So, let’s look at the different brand architectures in detail.

CORPORATE BRANDS


The parent brand is closely associated with the child brand. Corporate branding is very common. Companies that make use of this branding are usually strong. The Virgin group, Google, P&G are examples. This type of branding makes it easy for new brands from the company to be accepted with other brands that belong to the company. Branded houses and house of brands are categorized under corporate branding. The company serves as the master brand with its name linked to other sub-brands.
Branded house is also known as monolithic architecture. In this architecture strategy, the parent brand is present and its name is linked to other sub-brands. An example is Google; having Gmail, Google drive and Google maps as child brands.
House of brands are also called pluralistic brand architecture. The parent brand manages many sub-brands. The company promotes these sub-brands which all have their personal identities in the market. This is where the P&G company falls into, with its sub-brands like Duracell and Pampers
A big advantage of corporate branding is that it helps to save advertising money, the same adverts can be used for other brands. Although, it can be difficult for other brands to make a name for themselves.

ENDORSED BRANDS


The endorsed brand rely less on corporate brands, though they need support from corporate brands to fit into the market. They have their own brand identity but rely on backing from corporate brands. Some terms associated with sub-brands that are endorsed include ‘brought to you by’ or ‘by’. Examples of endorsed brands are Nescafe by Nestle, Double Tree by Hilton Hotels.

Sub-brands are able to leverage the credibility of corporate brands and still target customers. A disadvantage of this strategy is that they have to live up to the same consumers expectations from corporate brands. It also finds it hard to succeed on its own in the market without endorsement from the corporate brands.

HYBRID ARCHITECTURE

This is a mixture of branded house and endorsed house. Here, parent-child relationship exists. Some sub-brands have close relationships with parent brands while some have distant relationships. An example is Volkswagen which owns brands like Bugatti, Audi and Skoda – but it still carries a brand on its own name. It is a flexible architecture strategy for leveraging brand equity and products that suits different marketing segments. The hybrid architecture is rare and hard to achieve. A good brand architecture will make your customers understand the brand and want to purchase products and services. Unlike a poor brand architecture which creates confusion.
You just need to know which model works for your brand, this is why brand architecture should be an essential part of your business plan.


How did you find this article? Helpful? Let us know in the comments section and, look forward to next week’s post!!

social media ads

How to get the best out of your Social media ads

Why do businesses find no significant impact on revenue growth despite increase in social social media spending?

Whatever the 2017 CMO survey says, One reality the world must come to terms with, especially with the covid-19 outbreak, is that social media advertising has come to stay and has been proven to be effective.
The statistics however are difficult to ignore as, according to the survey, social media advertising budget is projected to increase by 32% by 2018 and double by 2023 but synergy of social media with marketing strategy showed no progress from Feb 2012- Aug 2017. It is therefore not surprising that there was no clear-cut effect of social media advertising on business and revenue generation.

social media ads


There are currently over 3 billion people on social media, with Facebook, the world’s social media giant boasting of as much as 2.2million people. According to hootsuite 2018, The 8th reason why people use social media is to buy. Social media advertisement is easier to access, cost effective, adjustable to fit marketing budget and offers a wider audience reach even with a target audience clearly specified. Why then does it not show significant effect on business growth?

social media ads


Highly suspected is the degree of importance placed on the ads produced, as a core tool in driving lead generation and impacting the entire marketing process. Poor content, setting unquantifiable metrics and under-utilization of analytics to draw actionable insights are enough to make social media advertisements have no effect on lead generation, talk more, conversion, despite huge amount of money spent.

How much value do you place on the quality of ads used in promoting your business on social media? we have identified 6 nearly-indispensable nudgets to critically consider when using social media ads to promote your business.

Have a marketing plan that prioritizes social media advertising

Businesses must come to the realization that social media ads are not only here to stay but are poised to become a key factor in competitor analysis. Marketing agencies now use number of followers on social media, rate of engagement per post and other quality metrics in their competitor analysis for marketing communication campaign plans. Your advertising budget should be one that gives social media top priority. Whatever platform you are choosing, be sure to set aside adequate funds to put up audience-captivating adverts on social media.



Select and stick with social media platforms that best suit your product type.

While Facebook and Twitter ads have been shown to suit most businesses, advertising on Instagram may require some specificity of products. Promoting fashion and lifestyle products seem a better choice than promoting an agribusiness or an investment plan on Instagram so, choose wisely and do monitor your ads. Once there are indications that your ad is struggling on a particular platform, be proactive enough to stop the ad so that marketing funds are re-targeted towards platforms where your promotion is highly embraced.

Carefully choose a target audience but be creative in your choice.

The urge to want to reach the over 3 billion people on social media is one that many businesses and marketing units must curb to the barest minimum. Design a clear-cut social media advertising plan that targets a specific group of persons whether based on geography, gender, age, social status, professional/industry status, etc. But beyond this, you want to be creative about your choice. For example, a fashion business producing a one-size-fits-all gown and targeting promotion of the product to expectant mothers is an indication of creativity in choice of target audience.


Be deliberate about producing quality contents for your social media ads

It is often said that ‘content is King’. Your contents could be your goldmine or your worst nightmare. Bad contents are a complete buff off for social media users therefore, typographically flawed or excessively wordy content with no clear-cut direction are highly unacceptable.
Never post an ad without a visual!. Never! Facebook posts with pictures get 5.5 times more likes than those with only texts. But while a ‘no image’ ad is considered unattractive, an ad with blurry image could get completely ignored. Avoid passive, abstract images and always use graphics that connotes life and vibrance.


Make your ad contents relevant, if not, the social media space does have its own trashcan.


Begin to Incorporate the use of videos in your social media adverts if you have not started.

Social media users are fast embracing video ads and if yours is high quality and relevant, it may get more attention than it gets ignored. 46% of of respondents in Hoot suite’s annual customer survey are already using social videos, 26% are planning to use.
The use of true testimonial videos have been shown to convince social media users more readily than fiction videos so, you may want to start placing high premium on acquiring shot live videos from block-to-block costumers who show satisfaction upon being served by you.

Set metrics that produce actionable insights and make good use of your marketing analytics

It becomes uncomfortable to know that most businesses rely on influx of patronages only to measure their ads’ success and when this does not happen, they are quick to conclude their ads did not thrive. Are you considering the lead generation process that is set up from your social media ads? like the number of visitors to your website from the platforms where your ad is running? How many from there were close to check-out on your website but did not complete the action? that way, you could begin to consider using ads re-targeting, most effectively through display advertising, another digital marketing process, to bring back those visitors to your website so as to complete check-out. Hence, the effective utilization of marketing analytics is no mean factor in the integration of a wholesome marketing process and when combined with its earlier mentioned counterparts, it gives social media ads the wherewithal to impact revenue and overall business growth both in the short and long term.


03

Tips to take your business online during the covid-19 pandemic

The covid-19 pandemic may force the world to a standstill, but definitely not your business

Transitioning your business online during the covid-19 pandemic? What do you need to know?

Although Technology has provided all that businesses need to keep running regardless of emergencies, the very few internet service companies and online retail stores available as revealed by the advent of the coronavirus pandemic, show that the online industry has been grossly under-patronized and underutilized. Many organizations seem to have suddenly stumbled on this realization and there is currently an influx in the online transitioning of businesses into websites, social media pages and other online marketing platforms. Because you do own a business, you are not left out of this reality check and at this point, you ask, “where do I begin?” There are several resources available online for transferring your business into the online space but you do need a step-by-step guide hence, we have identified three core guidelines to ensure that the online transitioning journey is smooth and affords you a safe landing.


Obtain your online space

This simply means creating an online space for your business. This could be a website or a social media page, depending on whether your business sells products or offer services. A website may be more effective for online retail, but social media platforms like Facebook offer business pages that are capable of serving as the marketing, branding and sales point all rolled into one.


Build your online space

If you are starting out with a website, you would want to ensure the website is up to standard. You need to customize your home page and about page, set up your site to display the products or services on offer on nearly every page, have a gallery displaying your customer service portfolio, a highly functional contact page and easy checkout page, especially for online retailers. If you are not Tech or software savvy, you will need to employ the services of a website design expert to ensure that your website is set up and personalized to reflect what your business stands for. If you would rather start out with a social media page, it should also be personalized to serve your clients. Highly recommended is the Facebook business page because it provides features similar to that of a website, such as an about page, a personalized contact option, etc., not to mention the Facebook advert packages that come along with it.


Feed your online space

Your blog/social media page should never lack contents. Make it a point of duty to publish engaging and educative contents on your website/social media page as this determines the viability of your online space. You want to ensure that the contents on your online space is a mixture of marketing ads with strong calls to action as well as informative blogs and/or social media write ups that spell out the impact of your products/services on targeted businesses and daily life.

If you are sincere about ensuring visitors get the best of services from your website or social media page, you will need a web developer or designer, graphic designer, content writer/copy blogger and other digital marketing experts to set up and manage your online space but why handpick and accumulate an external workforce that is not necessarily needed?.

A reliable digital agency therefore provides the necessary requirements to handle all your digital needs and make online transitioning of your business smooth and salable.
At Inclide, Your online business transitioning need is our expertise. Our branding services ensure that your business style is unique to you. Whether you are just starting out with developing, designing and customizing your websites/social media pages to the right fit or you are worn out already from worrying about keeping your website/social media pages fresh and engaging, We take it upon us to drive the right customers towards you while you just focus on serving them.

We achieve this by creating blogs and social media pages with written and visual contents that captivate and foster massive confidence in your business so that visitors stay glued to your online space. Connect with us via our one-click phone contact button for the best of the online transitioning experience.


Post-coronavirus, Many businesses are liable to extinction and only with quality online transitioning and viability is your business sure never to make the number.

best-domain-name

Best Domain Name

best domain names

19 tips how to choose the best domain name for a website

Before your WordPress website becomes officially available on the Internet, you need to choose the appropriate domain name.

The domain name is actually your company name, so you need to think carefully about it before deciding.

1. Remember-able domain name.

2. It doesn’t have to be the name of your business.

3. Use keywords.

4. Choose a lasting name.

5. Avoid dashes.

6. Prefer a short domain name.

7. Try a name generator.

8. Beware of grammar.

9. Be careful of mistypes.

10. Consider the creative suffix.

11. Beware of trademarks.

12. Choose it by yourself.

13. See domain history.

14. Check its authority.

15. Check the availability through a trusted service.

16. Buy it straight with hosting.

17. Register it under your name.

18. Increase strength of your domain with SEO etc.

19. Register it as soon as possible.

That’s it, simple as A B Inclide. Not sure what Domain registra to use for registration, we are coming to that soon.

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