A brand can be defined as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
Therefore, a successful brand must:
- Deliver your message clearly and quickly
- Confirm your credibility to your customers
- Connect your target prospects emotionally to your company
- Motivate your current and future buyers
- Cement customer loyalty
To succeed in branding you must fully understand the needs and wants of your customers and prospects. You can do this by integrating your brand strategies throughout your company at every point of public contact.
Your brand doesn’t just reside on your letterhead and website, but within the hearts and minds of customers, clients, and prospects. It is the total sum of their experiences and perceptions, some of which you can influence, and some of which you cannot.
Without a solid, well thought-out brand you leave your customers stumbling in the dark. They won’t be clear on who you are, what you sell and whether they can trust you or not.
Successful branding starts with a logo and word-mark that are well designed, support your message clearly, and speak to your audience and target market. The colours, fonts and language you use all play a part in your brand and in the emotional connection your customers have with your company and product. Having a cohesive brand is crucial in the success of your business.
A strong brand is invaluable, as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.