A brand can be defined as a name, sign, symbol, design, or a combination of these elements, that differentiates one seller’s product or service from another. However your brand is more than what you see. A brand represents the identity of your business, and plays with the minds of potential consumers. Brands emotionally connect with consumers, creating a strong brand that stands out in the market place. Consumers believe in the inherent superiority of the experience, which is why they love and trust brands. Creating an identity that your consumers relates with will reinforces the emotional relationship that is at the heart of a truly successful brand.
Branding is not only about getting your target market to select you over the competition, but it is also about getting your prospects to see you as the sole provider of the solution for their problem or need.
When marketing decisions are made for a particular brand, it is important to examine the factors associated and consistently craft messaging that supports and enhances the emotional relationship.
This is achieved by integrating your brand strategies through your company at every point of public contact.
Think of branding as an expression of ‘who’ your company/organisation is and ‘what’ you offer.
Stumped? Think of it as if the brand could speak for itself. Your brand would say;
I am ________________.
I exist because ________________.
Do you relate to the brand and what it stands for? If you do you will most likely to want to know more, create an emotional interest, make a purchase, and spread the word to likeminded people. As the consumer identifies with the brand, the brand become alive inside them, it is a combination of experience and perceptions.