Branding..
There is a lot of confusion around branding, there are multiple definitions, so what is branding?  Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.  Today brand is a bit more complex, but even more important in today’s world of marketing.

 

  It’s the perception that a consumer has when they hear or think of your company name, service or product.   That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers, it’s influenced by the elements, words, and creativity that surround it. 
 

What Should a Brand Do?

Branding is not only about getting your target market to select you over the competition but about getting your prospects to see you as the sole provider of a solution to their problem or need. 

The objectives that a good brand will achieve include:  

  • Creates User Loyalty  

  • Motivates the buyer to buy 

  • Emotionally connects your target prospects with your product and or service. 

  • Confirms your credibility  

  • Clearly, delivers the message