Building a great brand from scratch is the dream of every startup entrepreneur. If you are starting up, I’m pretty sure you want to build a brand that is friendly, well-known and stands for something beyond profits.
In most of the cases, companies try to build a brand with advertising. They just pour money into different channels and show their logo to the maximum number of eye balls possible. But is it possible to build a brand just with advertising?
To be honest, advertising has lost its effectiveness. Just because a brand’s logo is all over the place, it doesn’t mean people will recall it, let alone have any emotions attached to it. There is too much noise with advertisements and people are tired of ads. In this day and age, building a great brand is possible without advertising.
You might already know about brands that have become household names without advertising. Can you think of a few names?
Digital brands like Google, LinkedIn, Twitter, Uber etc. have never spend money on advertising to build their brand. They always focused on user engagement and creating a good brand experience. None of these brands become what they are today through TV, Newspaper and Radio ads. The secret to building a big online brand, especially in the age of internet is to have a very low barrier of entry to a product experience.
With free products and services online, a brand can attract potential customers at zero cost. This create brand engagement and not just brand impressions. Brand engagement is 10x more valuable than brand impressions.
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