In today’s competitive world of marketing and advertising, a key to success is building a strong brand. Branding involves developing a compelling, positive and lasting image of your business that creates an emotional connection with your customers. The strength of your company’s brand could mean the difference between struggling for recognition and sales or thriving as a dynamic, best-in-class business. In this article, we discuss several key aspects of branding.
Your brand is the image customers have of your business. Take the time to define your brand thoughtfully and early, so your company’s image is what you intend it to be.
Create a clear and concise brand strategy and then execute it effectively and thoroughly.
Brand equity is the value that your brand brings to your company. You can measure it in a number of ways, such as the price premium you can charge over a no-name product, or through long-term customer loyalty. You can strengthen your customers’ perception of your brand by applying the four-step Customer Based Brand Equity Model.
Image plays a central role in branding, including visual elements. Key to this is a logo and a clearly recognizable look and feel for all your marketing materials.
Your brand should have personality and character. A big part of that is a voice that is appropriate and reflects your brand. In creating your brand’s voice:
Once you have created a brand, be consistent in how you present the brand in all your internal and external communications, including advertising, on social media, and in all employee-customer interactions.