A brand is really the face of a company, its products and services and also its people. Creating and maintaining a successful brand can no longer be left to general ad or PR agencies. With the technology explosion and consumers becoming highly sophisticated in the way they purchase goods and services, a brand can be the identity marker of a company's understanding of its customers. Brands and their behavior are of prime concern to marketing and PR agencies. In cities like Bradford, which have a young, growing population, using cutting-edge branding ideas like social networking, micro-blogging and blogs, forums, video and imagery and closely monitoring "hits" and consumer behavior can be of vital importance.
Creating a brand identity is a two-way process. The creative team needs to evolve the brand according to what the company wants to derive from such positioning and it also needs to pick up on the fizz and hum that it creates when it arrives in the market. Apart from designers and content writers, brand identity creators need to monitor brand response and strategize appropriately to track the brand's unique identity and positioning. Often an existing brand may need to be re-designed or re-positioned if the company has undergone a branding makeover, or it has increased its product portfolio, ad budget or moved to a new agency.
In today's business climate in Bradford, with its emphasis on financial services, the hospitality industry and retail, more and more brands are going global, with big investments being made in brand or franchisee portals and websites. Other key areas that are emerging across Bradford's branding landscape are government sponsored environmental awareness campaigns, charity events or events like the British Science Festival being hosted in Bradford, educational institutions and even individual businesses.
To create and sustain a successful brand using the digital interface, being supremely tech-savvy is of prime importance. Information-gathering and dispersing via digital media is a specialized job and correctly analyzing the web traffic that passes through a client's web page can make or break a brand image. Tracking visitor location has become a part of branding strategies, using IP geo-locators. Other specialized analysis includes number and kinds of "hits", "click analysis," kinds of page-viewing, duration, visitor journey, repeat sessions and life-cycle analysis, tracking by cookies and also, finally putting together the methodology to measure responses based on these.
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