For years, there’s been a confusion on the word, branding. Many businesses use it, but what does it really mean? For a long time, branding was defined as a design, slogan, name, symbol, or a mix of different elements that identify the company. It was meant to distinguish a brand from their competition. But today, branding coined a more sophisticated definition which works parallel to all marketing efforts.
It’s the way the consumers recognize the brand when they think or hear about the company, product, and services. Thus, branding revolves around the behavior of consumers. Think of it as a representation of your company to new and legacy audiences; it’s influenced by the creativity that surrounds it, words, and other affecting elements.
It’s not just about getting your audience to choose you over the competition. In fact, brands should be able to address the needs of consumers with a solution worthy of their time.
Good brands should be able to achieve the following:
-Make Customer Loyalty
-Motivate consumers to purchase
-Emotionally link your audience to your service or product
-Deliver your message in a clear, compelling manner
Brand awareness requires a vast amount of research to understand the wants and needs of your prospects and customers.
Ultimately, it is done by incorporating your brand strategies to every opportunity. What does your brand offer? What expressions are you delivering on every campaign? If this sounds a tad bit challenging, imagine your brand was a person. If they could speak, what exactly would they say?
Hello, I am _______.
I was established on _______.
My purpose is to ________.
If you find what I say relatable, you can purchase me. You can share me, and tell others about me!
The goal is for your consumers to identify with you and to leave an impactful awareness. Focus on the sum total of your perception and experience.
Every day, there is a silent battle for customer loyalty which makes strong brands invaluable if they can’t stay on top of the competition. It’s imperative to allocate time and investment for research to maintain a brand identity. After all, your brand mirrors promise to your audience.
As a business, your brand stands as a foundation for your marketing communications, and it’s something you can’t be without. Both branding and marketing work together to create a voice for your business. Not only that, but your brand serves as a guide to your business objectives. It gives you the opportunity to align these marketing strategies and fulfill business plans.
The crucial parts about branding don’t just happen before the purchase. It is about the experience and connection every customer receives after that. Was the service or product received as expected? Was the product better than the competition? Did they enjoy the purchasing experience? If you can answer this in a positive manner, you’ve made customer evangelists.
Brands don’t just focus on loyal customers but they look for loyalty within their establishment. You’re looking at employees who can also relate to your brand as a brand ambassador outside of the workforce.