Many people associate a brand with a logo or a name… But it’s so much more! Your brand defines everything about your company.
Branding’ was originally the identifying marks burnt into the skin of livestock, slaves and criminals. In 2020, branding is everything that contributes to your customers’ opinions and feelings about your company. It’s your reputation and how people recognise you, influenced through all the intangibles such as individual customer experiences and word of mouth.
Branding should be considered from the start of any business, but it often becomes an after-thought, coming after “making money” on the to-do list. However, strong branding can really help a business stand out and attract customers from day one.
This article summarises important aspects of branding and how they work together to help build a reputation for your business to stand out from the competition.
A strong brand “increases customers’ trust of invisible products, while helping them to better understand and visualise what they are buying” (Berry 2000, p. 136).
A clearly defined brand strategy should be an essential document for any successful company. It’s not easy to be instantly recognised and trusted by the people you want as your customers. It takes a deeper understanding of your customers and a strategy that creates value and builds a relationship.
Branding should be carefully managed, as businesses need to deliver on their brand promise. If the brand is successful in its efforts, the consumer will perceive the brand to have good intentions and capability to deliver. This increases their trust.
A brand is built up over time. You can’t establish trust with most people right away. They need to get to know you first! ! You’re going to reach far more people if you’re consistent over a period of time, than if you try and fit into a current fad or trend. The internet is a powerful tool to reach a very large amount of people. But you want them to be listening! If you produce rubbish content, people will probably think you’re a little bit rubbish. Your marketing influences perceptions of your brand and the quality.
You need to have something interesting to say, and you need a differentiator.
Brand Image & Identity
The way people perceive your brand is called your brand image. It is everything a potential customer associates with a business and it defines their overall opinion. This is based on marketing, experiences and memories associated with that brand. You cannot control this, each individual will have their own brand image.
The way people perceive your brand is called your brand image. It is everything a potential customer associates with a business and it defines their overall opinion. Marketing, experiences and memories associated with that brand are the basis for a brand image, and it comes in the form of a gut opinion or mental flash of recognition. You cannot control this, as individuals will have their own brand image.
You cannot control your brand image – it’s a person’s gut opinion or mental flash of recognition.
However, a business can control …read more
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