Marketing has been around since centuries. Infact, it has witnessed various changes happening over centuries. Its importance has only risen in stature with the evolution of technology and competition in different business sectors. Brand identity and design has entered in the fourth phase and it is commonly known as Branding 4.0. It is all about creating more personalized products as a business enterprise that keeps user needs at the very core while developing the offering. Industry has also entered into Industry 4.0 with the evolution of a hyper-connected world, adoption of IoT infrastructure and rising focus on creating a digital ecosystem around humanity.
Evolution of Branding 4.0
The transformation from unorganized to organized marketplaces has been made possible by a holistic interaction between the engaged stakeholders and the marketplace. It has come closer, more personalized and dynamic as technology evolved. The rise of internet economy, digital transactions, D2C subscription models by CPG brands and messaging of brands has become more relevant in Branding 4.0
Branding 1.0 – The Open Market
Branding 2.0 – The Artisan meets the Grocer
Branding 3.0 – The Rise of Supermarkets
Branding 4.0 – Hyper Customized Brand Experiences
Branding 4.0: Consumer Engagement in a Digital World
Businesses are standing up to technical advances and evolution of latest trends amidst changing consumer behaviour further accelerated by the pandemic. Brands focus on creating a hyper customized product or service by leveraging Big Data analytics and AI/ML algorithms. Sophisticated CRM solutions in place to be able to offer more personalized products to target consumers. This engages the digital-savvy buyer in their journey better than the traditional channels. More businesses like banks are going totally digital, logistics approaching autonomous trucking or enhancing warehouse automation to better the customer experience (CX).
Brand Actualization: Transition from Traditional to Digital Channels
Especially in the Covid-19 phase, even local businesses are waking up to the idea of continuing through digital mediums and collaboration softwares. Be it retailers selling via whatsapp, apparel chains going live on Facebook to sell or banks conducting video KYC, it is inevitable to engage with your prospects and offer them convenience at the core. There is a drastic shift from entirely online or offline businesses to having an omni-channel footprint where shoppers enjoy the benefits of both the worlds. The lines between technology & humans are blurring as it acts as a bridge between marketplace and stakeholders.
Brand Identity: Purpose Driven & Human-centric Branding
Branding 4.0 also suggests humanizing brands with human-like attributes or a social cause supported by brands in their communication. The more a brand adapts to the evolving nature of customer paths in the digital economy, the better brand recall it would enjoy. Businesses or SMEs that lead and design their products with sustainable values like empathy are able to infuse authenticity and connect much better with their customers. A human connect is a must have element with technology convergence giving rise to a fruitful marriage between digital and traditional forms of branding.
Arslok India can empower your business to go digital, echo your brand voice and tune your brand positioning in a manner that amplifies your brand awareness in the market. Reach us to build your brand & increase your Brand valuation.
Comments