Branding is not about getting your target market to choose you over the competition, but it is about product familiarity. Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts.
Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It’s often the element that causes most businesses the biggest challenge, but it’s a vital step in creating the company identity. Your brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of your business.
The objectives that a good brand will achieve include:
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Branding strategies will involve your brand communications, analytical techniques, and creative positioning. Moreover, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales.
Branding through your employees as they are the most critical touch points for your customer ensuring they represent the brand in the best light possible. Develop a company philosophy maintain brand consistency, lead by example, implement brand guidelines and understand and address cultural differences. Also keeping in mind to consistently track and measure your brand initiatives, measuring their performance, managing the visual identity of the brand, and maintaining a corporate reputation
Make them remember you for what you want to be remembered. This can happen by advertising, literature, direct mail, website and any other communication channels available. Just don’t forget to be consistent and emphasize the same brand values across all target audiences.
Your brand resides 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.
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 your entire brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.