There are dozens of applications for online women's clothing stores that are produced and marketed in Indonesia. All claim to be the leading store, the most complete collection, friendly prices, and the best service. Then how to make your store application selected among other store applications?
Branding is the answer. Create emotional perception and connection with the product you make. Brands also make people see the value and story of the product, such as impression, history, character, and similarity to actual conditions.
Behind the branding, there are promises and trusts that are built and continuously lived by the business doers and their brand management. Promises are conveyed just like telling stories (story telling) by raising aspects of emotionality such as empathy, ideals, anxiety, ambition. When the story offered by the product touches or really matches the value held by the consumer, the business needs to maintain trust, that is by maintaining an emotional connection with the customer.
What is done in Branding?
Branding is a series of steps to activate a brand that has been planned and built with strong distinction. Before knowing what is done in branding, we take a moment to look at what a brand is.
First, create the brand along when you build the business. The brand is the original story of the business that you built following the product (platform) that you created. Brand consists of business identity, business strategy, product touchpoints, reputation, vision, and product value. In the process, we need to do market research and confirm positioning.
Next is reducing the formulation of the brand brief whose contents are in the form of missions, attributes, value propositions, key markets, guiding principles, key competitors, and stakeholders. Brand briefs are a map of your business so that customers can easily recognize and differentiate your product from other similar products on the market.
After your brand brief is mapped clearly, now is the time to realize brand identity. Brand identity includes the brand name, logo design and signature, and tagline. Brand names must be precise, attractive, and endure at all times. Three things to think about to create a brand name: names must express brand image, be consistent with brand promises, and have the capacity to always develop. Then to build a logo, these four things might help you: logos need to give a good impression to your business, logos must be easy to see and remember (try to see at a glance and draw it yourself), a good logo is flexible (quite representative when applied to only one color), and most importantly the logo must be original. The last aspect of brand identity is the tagline. The characteristics that should be present in a tagline include: brief, unique, descriptive, specific, easy to remember, does not contain negative connotations, and implies an emotional response.
The next practice is to care for the brand reputation and maintain a good brand experience. Caring for reputation is taken by understanding that today's marketplace is very flexible in moving, fulfilling brand promises consistently, providing good products and processes, maintaining a comfortable and attractive customer experience for customers, and maintaining positioning relevance amid changing market preferences. Then to grow a good brand experience, consider the following four marketing elements: proposition, people, process, and platform.
Branding for Mobile Apps
As a product as well as a platform that answers several customer needs, mobile apps such as the women's fashion online store application can answer more than one mobile customers' needs. Easy navigation, complete product knowledge, fast access, and saving time for the process of discovery and installing (purchasing) decisions.
Touchpoints offered do not directly satisfy all the senses of the customer, but the visual, verbal, and mobile adventure elements can be the main touchpoints in mobile apps branding.
* extracted from the main source of Branding "Practiced" - Wesfix Team (Grasindo, 2017)