Oct
19
Written by:
christy
10/19/2010 11:04 AM
Branding
This is a fundamental part of every company… whether you want to or not, you have a brand….. If you haven’t focused on your brand you might be allowing others to define it for you.
It isn’t determined by just your logo design but by all that your company is and portrays to it’s clients and consumers.
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 brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, sound, and smell… which may be developed to represent implicit values, ideas and even personality.
Stores brand themselves with a scent because Aromas trigger memories. Memories influence emotions. Emotions set moods. And moods dictate reaction.
Do you have a business competitor that gets more attention than you? Have you ever wondered why? The answer may have to do with the elements that go into how memorable the business is. And that has to do with branding
Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that sticks in the minds of potential customers.
Customers buy a product or service because it offers a benefit — it solves a problem, it saves money or time, it supports their attitudes or beliefs, it is pleasing to their senses, and so on. They favor a particular company because it offers the best price on a widely available product, it provides better service, has a superior reputation, and so on.
Key elements of that branding are:
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a logo design that’s attractive, easy to read and memorable;
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a great tag line.
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Emotional value – how does it make them feel when you buy your product or use your services…
How do you feel about your company branding?
What are some of your favorite brands?
Copyright ©2010 christy
1 comment(s) so far...
Re: Importance of Branding...
This is spot on. Part of the challenge for any business is discerning or creating that identity. We also know that, despite our best efforts, the customer may perceive our product/service in a diifferent way than we intended. That is why it is so improtant to seek feedback early and often to either assure that our message is as inrtended or point out some changes that need to be made.
By Mark Raciappa on
10/19/2010 8:23 PM
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