Band Identity & Types of Branding

In this competitive world of business, in order to make your product and services outshine than others, you need to do proper marketing.

And brand identity is one of the common mindset among business owners who focus on marketing and selling.

While you may feel saving time for a moment, however, ignoring brand identity only causes problem for a long run.

Looking after your brand means your message is getting through loud can clear to your consumer.

But what exactly is brand identity? What does it do to your products and services? How does it help you to shape up your business?

These sort of questions will certainly arise on your mind when you hear about brand identity.

So, let us make your confusion clear by giving you some brief information about brand identity and how can you implement it in your business.


What is Brand?

Understanding Brand Identity and It's Types

The word “brand “is used pretty lightly these days.

For instance, many businesses uses the word “brand” to talk about logo, through logo is just one part of the brand, however brand is more than just a logo.

Brand is actually a set of expectations, memories, stories and relationship that takes place with regards to the consumer’s choice on the product and services.

Along with logo, packaging, and personality, brand represents service, price, quality and corporate responsibility as well.

Basically, brand is an experience that separates your products and services than other businesses through your customers.


What is Brand Identity?

As discussed above, a brand is totally an emotional and philosophical concept of your product and services.

However, brand identity is the visual component of a brand that represents those larger ideas.

Brand identity includes logos, typography, colors, packaging and messaging which reinforces the existing reputation of a brand.

Basically, brand identity is a path to attract new customers to a brand while making existing customers feel at home.

Your brand represents and reinforces what you want to set in your customers’ mind. Hence, it is vital to keep your brand identity consistent.

Also, the message portrayed by brand identity needs to be clear, and it needs to be the same no matter wherever it gets displayed at.


Common Mistakes When it comes to Branding

When it comes to branding, it’s common to make mistakes that weakens their business visibility.

So, here are some few mistakes that businesses do when it comes to brand identity:



Consistency is one of the major component required when it comes to developing your brand.

While companies often work to brand certain components like logo, broachers, but forget other components such as websites, and business cards.

To be consistent with your brand identity, you be equally responsible for all the factors related to your product or services.


Lack of Internal Training

Most companies that launch a new product or services, fail to train their employees and get them on board.

Basically, employees themselves do not understand their companies brand value and hence, make up mistakes in front of the consumers.

Employees are the core of your business. They do not only need to understand the brand, but what the brand stands for.


Lack of Updated Marketing Materials

In this competitive world, if you don’t grow with the trend, you will always stay behind.

Most of the businesses use old marketing materials and techniques to showcase their brand identity.

However, it is extremely vital to be updated with the latest trend and share your core services and offerings with your customers.


Types of Branding

There are lots of different types of brands depending on their nature. Here are a few of them.


Corporate Branding

One of the most reputation-focused types of branding is corporate branding.

Corporate branding is all about making a cultivated name for an entire corporation.

Customers will associate the organization’s name with a promise that they stand behind the service they offer.

Corporate branding has long-term effects, as once a company gains brand-recognition, customers tend to automatically trust new products associated with the brand.


Service Branding

Service branding involves adding a value of service to the brand.

It is a type of branding that puts a strong emphasis on the customer, hence providing your clients with impeccable services.

Service branding focuses specifically on adding perceived value to customer service, using it as a selling point.

This branding type is difficult because the offerings are totally intangible.

However, once developed you need to maintain a consistently high level of service delivery.


Personal Branding

Personal branding, also known as individual branding is the brand which a person has built around himself/herself to promote his or her career opportunities.

This type of branding is associated with how people market themselves and put out or project themselves via media.

Personal branding is particularly important for celebrities, politicians or even digital marketers who want to maintain a positive public image.

And, when building a personal brand, social media becomes a very powerful tool to reach wider audiences.


Product Branding

Product branding is the perceptions associated with the commodity or good so that it exceeds the functional capability.

Unlike service branding, product branding is easy and measurable as well.

It is a type of branding that gets consumers to choose one product over another based on the brand alone.

Product branding are very common in FMCG industries.


Geographical Branding

Geographical branding focuses on the unique traits of a specific area or region as the selling point of a particular place and why should you visit there.

This type of branding is mostly associated with countries or States or cities or even building or streets.

You’ll often see countries claiming a type of food, places or symbols as their own or hyping up the unique history of the region, that’s geographical branding.


Online Branding

Online branding, also referred as internet branding is how you position your company online.

This could also refer to building a website, establishing strong social media presence or even writing a blog.

In the era of digital marketing, online branding is a must for every company to reach wider range of audiences.


Offline Branding

As the name suggests itself, offline branding refers to branding that happens off the web.

From doling out business cards to staging sit-down lunches with the clients, offline branding does it all.

However, offline branding requires a mix of good design and outgoing spokespeople to represent your brand.



As the name suggest, it is the type of branding where branding meets partnerships.

Co-branding is when two company brands are connected by the same products.

For instance, Uber and Spotify partnered on the “soundtrack for your ride” campaign, providing users of both apps with better ride-sharing experience.


Event Branding

Event branding is associated with conducting events on which they attract customer loyalty.

The sponsorships and advertisements from large companies are associated with event branding.

For instance, the TED series; music festivals like Coachella or SXSW; sporting events like the Olympics or NASCAR, and many more.

The strength of these brands depends on the experience of people attending the event.



A brand is more than just a logo or a strapline- it’s everything that encompasses your organization and helps to set you apart from your competitors.

People don’t tend to have relationships with products, they show loyalty and commitment to the brand.

If no branding were applied, consumers would buy just any thing anywhere, it didn’t matter which as they all look the same.

This is why strong brand are often perceived as “shortcuts” in consumers’ purchase decision making process.

A consistent and clear offering together with a positive brand identity and experience puts the customer at ease.

That’s because they know exactly what to expect each time they engage with a brand.

Therefore, having a significant brand identity is extremely vital to outshine in front of your customers.

Search Engine Marketing | Must Marketing Tactics for 2019

Search Engine Marketing (SEM), is very new word for the people running business of brick and mortars era.

But, it is also quite new for the business who think that digital marketing is all about posting pictures and videos on Facebook, YouTube, and Instagram.

The most common problem faced by any digital marketing agencies, is that only few people and business have are clear with the concept of digital marketing.

Those who know about digital marketing do not understand what Search Engine Marketing (SEM) is?

And those who know little bit of Search Engine Marketing (SEM), they get quite confused while differentiating in Search Engine Marketing (SEM) and Search Engine Optimization (SEO).

Search Engine Optimization (SEM), refers to the marketing practice where business pay for their advertisements to appear on the search result pages and reach the targeted audience.

Whereas, Search Engine Optimization (SEO), refers to the practices where business do not pay Google for getting traffics on their sites, rather earn free spot by having most relevant contents and targeted keywords.

The greatest strength of Search Engine Marketing (SEM) is that it allows business to put their advertisements on to the customers who are really willing to purchase their goods and services.

Advertisers bid on keywords which the consumers might search in Google or Bing which gives advertiser to place their ads in front of their potential users. These ads are often, known as Pay Per Click (PPC) advertisement.

Below are some of the most common terms also used to refer to SEM activities:

We can select goal that would make your campaign successful by setting up sales, leads, website traffic, product and brand consideration, brand awareness & reach or app Promotion Campaigns Via 3 Different AD COPY such as SEARCH ADS, DISPLAY ADS, VIDEO ADS.

In addition to covering general paid search trends, you can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:

  • Google: AdWords/ADS
  • Bing Ads
  • Yahoo: Search Ads


Keyword Research 

Keyword Research is the foundation of Search Engine Marketing (SEM).

The keyword typed by the customer determines what kind of product or services they want.

Before you choose which keyword needs to be used, you need to do comprehensive keyword research management strategy.

First, you need to identify which keyword is relevant for your business that customers are likely to click on your advertisement and buy your products and services.

In addition, keyword research also helps in finding the negative keywords in search terms.

For example, if you sell momos, you might want to exclude the keyword ice-cream recipe as the ones searching it may not be the targeted customers.


The Search Engine Marketing Ad Auction 

It is the process of Search Engine Marketing (SEM) where, the advertiser or business bids for the ads.

But, businesses misunderstand about it that whoever has the largest advertising budget wins. Although, budget plays certain role especially when targeting larger audience, it is not enough to win the bid.

The ad auction takes every time when someone enters a search query into Google.

To enter into the ad auction, advertiser should identify which keyword to bid on and also state how much they are willing to spend to have their ads on.

If Google determines that the keywords advertise contains user user’s query, it will be able to place ad in the auction.

There are two main factors that Google evaluates as part of the auction process which are the maximum bid and the Quality Score of the ads.

Google calculates these metrics during the ad auction to determine placement of advertisements. The result is calculated through ad ranks.


The Importance of Quality Score in Search Engine Marketing (SEM):

Google Quality Score comprises half of the ad rank formula is one of the most crucial metrics of Search Engine Marketing or Metrics.

High quality score helps in achieving better ad position at lower cost because Google favors ads that are highly relevant to the users.

Why Go Digital in Context of Nepal?

Just wondering, why do the young entrepreneurs and SMEs utilize the presence of digital marketing and online media?

For half a century, consumer media consumption was dominated by offline media.

If we recall the history of the internet and the transitional phase between tradition and digital marketing, it’s fantastic to see how modern technology took its shape.

Today more than half of all the media we consume comes through digital channels.

Within just one click, we can surf anything from any corner of the world.

So, in the absence of digital media in this 21st century, how can you compete with the competitors, mainly when half of the market depends on it?

Let’s make you more transparent by giving you some brief about what digital marketing is.

What is Digital Marketing?

If you go for definition, Digital Marketing refers to advertisement of a particular product and service or brand through Digital Channels such as search engines, websites, social media, email and other apps.

In simple terms, the marketing platforms that ignore the traditional approach of marketing such as Print Media, Direct Mail, and Telemarketing is digital marketing.

Digital marketing involves lots of methods and channels that make the organization understand the campaigns and marketing in their business.

Digital media is also known as digital advertising or social media marketing, which is commonly used by businesses nowadays.

Let’s look at the few channels of digital marketing which has enormous potential in Nepal:

  • Social Media Marketing: Facebook, Instagram, YouTube, Twitter
  • SEO /SEM/ VSO [ Voice Search Optimization ]
  • Video Advertising
  • Influencer Marketing
  • Mobile Marketing [ SMS/Telemarketing/Mobile Ads]
  • Display Advertising [ Digital / Social Media ] Billboards,  BOARD, NEON LED BOARD, DIGITAL LETTERS ]
  • AI Marketing Tools [ Chatbots, Robotics in Marketing, AI Analysing Systems & Many More ]

Digital media has a considerable power to generate maximum leads for the business.

Nowadays, every business, including brick and mortars companies do digital advertising using social media platform like Facebook, YouTube, Twitter, Instagram, etc. It is the fastest medium to reach to people.

In case of Nepal, the big eCommerce websites like Sastodeal and Daraz have been able to establish a large brand image in front of their customers by advertising their business via Search Engine YouTube, Facebook, Twitter through social media campaigns, promotional YouTube videos, and sponsorship ads.

Many companies rely on social media to target their potential customers towards their business.

Daraz and Sastodeal are the emerging companies doing great using their social media platforms. Digital marketing and advertising have shown great potential in Nepal.

Types of Digital Marketing

Search Engine Optimization (SEO):

Search Engine Optimization (SEO) is a term many people may not know about


It is a practice many companies use to rank their websites/content on the top of Google.

While building a website, you should know very clearly about the keywords that should be kept on your website.

For example: If you are creating a website for a digital agency, your website should include maximum keywords like digital marketing, SEO, SMO, Facebook, Google, digital advertising, which will help your company to get maximum SEO ranking

That ranking will keep you at the top of Google. SEO helps in generating organic traffic your website from the customers who are interested in your product.

Search Engine Marketing (SEM):

Social Media Marketing is a form of internet marketing for creating and sharing various contents on social networking sites to achieve your marketing criteria’s and meet up the goal.

It includes activities like writing content, posting pictures and videos, engagement, advertisement, online campaigns and many more activities. Usually, people think Social Media Marketing is related to posting videos and photos on Facebook, YouTube and Twitter.

It is a part of Social Media Marketing but includes lots more than that.

In Social Media Marketing, a company should keep in mind about small things like the content, concept, SEO, Google Ads, visualization, text, paid social media advertising and many more.

Influencer Marketing:

Influencer Marketing is a form of digital marketing which has been throughout the world and is emerging.

In the case of Nepal, people have slowly started to realize the importance of Influencers and Influencer Marketing.

The business has started to collaborate with celebrities and make them their brand ambassadors to be known in the market.

Many vloggers of Nepal become post videos of places or restaurants in their YouTube channels for which they get paid.

For example, recently, Niti Shah, who is very popular in social media, is the brand ambassador of Bota Momo due to which many people have started to know about Bota Momo.

Similarly, Mr.Foodie Nepal is one of them too. Many restaurants invite him to taste their food so that he gives feedback, and people get attracted towards it.

Video Advertising/ Marketing:

We are living in a time where video marketing is no longer optional.

Now, it is the most efficient way of digital marketing in the competitive advertising environment, and it can be found at the forefront of strategic conversation. Selling is all about storytelling.

Video content enables businesses to build some meaningful connections with their audience, and it also helps you to stand out.

The more video content you have that educates and informs your clients, the more prominent foundation of trust you will build within your audience.

Video advertising or music videos are the emerging future of digital marketing.

The Tuborg Open Music Video, which pairs artists Diplo and MO along with Nepali artists Laure and Bipul Chettri, was recently released. The video has already got 10,000,000 million views on YouTube and around 4,000,000 views on Facebook. The campaign is continuing, and the main reason for its success is Tuborg was able to collaborate with great influencers having huge fan following plus the buzz it had already created. The Tuborg Open Music Video is probably going to be one of the biggest trendsetters and example for Nepalese marketers to promote their business through Video advertisement and marketing.

So, Why go Digital in the context of Nepal?

Why Go Digital in Context of Nepal ?

After being successfully transformed into a federal republic country, Nepal has embarked on an economic revolution to bring out prosperity in the county.

The growing population of internet users has extensively widened the future of digital marketing in the context of Nepal.

If we analyze the current scenario, young minds and business groups are doing best in terms of uplifting their business.

The internet marketing space in Nepal is in the growth phase, and the overall cost of advertising in Nepal using online media is very less as compared to neighbouring countries like India and China.

However, still, many businesses with small budgets are making efforts to learn about terms like SEO, SMO, Social Media Marketing and other digital channels to grow their business drastically.

We can see that our government is continuously pushing startups ahead to apply digital marketing techniques for their businesses.

According to data published by Kantipur, the percentage of people using the internet has increased rapidly since the last few years.

From 2014 to 2017, it has increased by nearly 27.24% and is predicted on improving more. Increase in the number of internet users will ultimately lead to the growth of digital marketing in Nepal.

According to the Himalayan Times, the number of cottage industries and SMEs, has surged by whooping 360.89% to 320,000 by last few years compared to the past.

Not only that, but according to the World Bank, Nepal comes in third place in the world’s fastest-growing economy.

So, we can analyze how much scope does digital marketing has in Nepal.

Businesses have started to apply different digital marketing strategies like SEO, Facebook ads, Email marketing, Podcasts and many more.

Companies are now earning tons of money due to advertising and reaching a more extensive range of customers.

Digital marketing has given transparency for the business owners as well as customers to speak up. Digital marketing has become a trend. So, every business must follow it to survive.

Business is generating, and people have started to earn more which will ultimately lead to the use of digital marketing directly or indirectly in future.

Another main scope of going digital in Nepal is that the people in rural areas do not have much access to the internet.

If a company provides internet in rural areas and teach the people how to use it an ineffective way, no wonder how much potential will they bring in our country?


Digital marketing is a vastly different discipline today that it was just a few years back, giving rise to social media platforms.

In the world, where digital has changed the game for most of the leaders and businesses, you need to be five times ahead than your competitors.

In the Nepalese scenario, if you can utilize the digital marketing channels now, you will inevitably be leading the era of digital marketing in the coming few years.

Since the potential of digital marketing is breakneck in case of Nepal, this is the right time to apply digital marketing in your business and become lead the Nepalese market with your digital marketing abilities.

You just need to analysis its potentiality and grasp the opportunities at the right time.