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Branding can be in a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. These elements differentiate the goods and or service from the competition.
What Should a Brand Do?
Branding is not only about getting your target market to select you over the competition, but about getting your prospects to see you as the sole provider of a solution to their problem or need.
The objectives that a good brand will achieve include:
- Clearly delivers the message
- Confirms your credibility
- Emotionally connects your target prospects with your product and or service.
- Motivates the buyer to buy
- Creates User Loyalty
Branding and Understanding Your Customer
To succeed in branding, you must understand the needs and wants of your customers and prospects. This is achieved by integrating your brand strategies through your company at every point of public contact. Think of branding as the expression of who you are as a company or organization and what you offer. Sound difficult? Think of it like this if a brand could speak it would say:
- I am ________________.
- I exist because ________________.
- If you relate to who I am and why I exist you might like me, you can buy me and you can tell others about me.
As consumers begin to identify with you, your brand will live within the hearts and minds of customers, clients, and prospects.
It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
The Importance of Branding
A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer.
Brand is a foundational piece in your marketing communication and one you do not want to be without. Brand is strategic and marketing is tactical and what you use to get your brand in front of consumers. That’s why it carries a great deal of importance within a business or organization as well.
Brand serves as a guide to understanding the purpose of business objectives. It enables you to align a marketing plan with those objectives and fulfill the overarching strategy.
The effectiveness of brand doesn’t just happen before the purchase, but it’s also about the life of the brand of the experience it gives a consumer. Did the product or service perform as expected? Was the quality as good as promised or better? How was the service experience? If you can get positive answers to these questions you’ve created a loyal customer.
Brand not only creates loyal customers, but it creates loyal employees. Brand gives them something to believe in, something to stand behind.
It helps them understand the purpose of the organization or the business.