What is Branding?
In the past branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company.
Over the last decade the customer has become far more savvy and their level of choice of products and services have grown dramatically. As the customers thinking and purchasing practices have developed so the use and definition of branding has had to develop also.
Branding should now be thought of as the perception that a customer has when they hear or think of your company name, service or product. Your brand can be thought of as the mental picture of who you as a company represent yourselves to customers, it’s influenced by the classic components of name, slogan, sign, symbol and design but it is also heavily influenced by the world around it. The right branding will move a business forward, getting it wrong however, can be disastrous.
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.
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.
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.
TBI will support you through the brand creation and evaluation process, setting your business apart from the competition and ensuring that your vision and values are represented within you brand identity.