Importance of Branding to Marketing
Earlier, just as a name, slogan, sign, symbol or design defined a BRAND. Today brand is a bit more complex, but even more important in today’s world of marketing. It’s the perception that a consumer has when they hear or think of your company name, service or product.
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 a sole provider of the solution to their problem or need.
The objectives that a good Brand will achieve includes:
- 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?
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. If you relate to who I am and why I exist you might like me, you can tell others about me.
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.
That’s why it carries a great deal of importance on a business or organization as well.
The 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.
A Basic Checklist to Evaluate Your Brand
Branding can be confusing, so how do you know if your brand is strong enough to give you the internal and external value that you need in your marketing?
- Does your brand relate to your target audience? Will they instantly “get it” without too much thought?
- Do your brand share the uniqueness of what you offer and why it’s important?
- Does it reflect the brand promise that you are making to who you are targeting as well as to your internal audience?
- Does your brand clearly reflect the values that you want to represent as a customer?
Let these questions serve as a guideline in the development of your brand. If the answers are not clear you may want to return to the drawing board and refine the branding process. A brand should be an instant “ah-ha” it should require very little thought and contemplation.
June 8, 2017
June 8, 2017
June 7, 2017