Branding is not just your logo or tagline or the “look” and “feel” of your marketing communications. Branding is the sum total of your customer’s experiences and perceptions of your products, services, and employees. In actuality, your brand is what everyone else thinks your company and product are – it’s what people say about your company behind your back.
A branding strategy is the beginning of all customer contact behavior. When the budget allows, the branding strategy can become the basis for better advertising communications such as multi-media advertising, direct mail, trade shows, and expanded public relations.
The undertaking of branding may seem scary; however there is strong proof that branding is worth the effort. Listed here are some benefits of a strong brand.
- Branding is what gives your company value and separates you from your competitors.
- Enhanced perceived value allows for top pricing and shelters you from price competition.
- Branding will provide protection in times of negative press.
- A strong brand enables you to launch new products and services more quickly and cost effectively.
Your brand will come to pass with or without your effort. Branding and managing a brand is tough work. Here are some no-nonsense guidelines on how to get started.
- To succeed, you’ll need to get everyone involved from top management on down.
- Research the successful competitors. Study their communications and how they position themselves.
- Study what values are most significant to customers. Develop a questionnaire and interview key customers and prospects.
- Develop a strategy from the information you gathered. It must be achievable and differentiating.
- Leverage brand strategy by integrating marketing communications. Check for consistency of all communications from every department. Sending a cohesive message will build brand equity.
- Evaluate and measure performance. Make changes as needed but be patient.
Remember the importance of branding. If you haven’t already initiated a brand for your company, now might be just the time. Use these simple techniques in the promotion of your special brand
Make your brand as unique as possible. Catch the eye of the public by creating something different- something that people have not yet seen. Instead of doing what has already been done, go the opposite direction and be creative. Don’t forget the legal dangers of copyright infringement related to borrowing or stealing from another firm’s design.
Display stability. Take time in the development process to establish your brand and accomplish the look you really want. It’s better to spend sufficient time in the beginning fine-tuning your design to the desired outcome, rather than to play with it after it’s been revealed to the public. Changing your brand, and all that’s involved with it, including colors, slogans, logos, and tag lines, doesn’t support an image of reliability and long-lastingness
Stability should be maintained with branding. If you have integrated a brand into your company’s marketing, then use it all over the place. It should appear on all of your marketing materials, business cards, web site, and printed items. The same is true for your packaging. Your brand should appear on all of your products. .
Give your brand away to the public with diverse promotional products. You can help your brand to saturate the consumer population by handing out precious, yet low-cost, items. Promotional products encourage possible customers to keep in mind your brand and your gift every time they are used. Consider useful devices such as letter openers, flashlights, first aid kits, and CD cases.
Brands are an extremely effective marketing tool. When working with your concept, consider the above to ensure the development of an effective brand.