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The American Marketing Association (AMA) defines a brand 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 to understand 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. The objectives that a good brand will achieve include: • • • • • Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. 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 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.
WHAT IS BRANDING?
Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’. Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?
) that identify the company or its products/services. then it can make your business appear to be much bigger than it really is. Even if the customer was not aware that you sell a particular product. they are likely to trust you with unfamiliar products. if they trust your brand. a customer recognising your brand could mean the difference between no-sale and a sale. is that a brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If a customer is happy with your products or services. How Can Branding Benefit My Business? Recognition and Loyalty The main benefit of branding is that customers are much more likely to remember your business. This design feature branding allows people to identify their products. although it can also include the name of a feature or style of a product. Image of Size A strong brand will project an image of a large and established business to your potential customers. A well-known brand is generally regarded as one that people will recognise. or even design features (e. symbol. . However. even if the Adidas brand name and logo is not present. The clothing and running shoe company Adidas is well known for using three stripes on its range of products. people can identify the name and logo even if they have never bought any of their products. If you can create effective branding. For example: The Nike brand name is known throughout the world. These are usually the businesse Kauf von viagra s name or the name of a product.g. the most effective description however. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone. If your business sells products that are often bought on impulse. A strong brand name and logo/ image helps to keep your company image in the mind of your potential customers. a brand helps to build customer loyalty across your business. but the logo (The ‘tick’ symbol) is also a strong piece of branding in its own right. not only is the company name a brand. often even if they do not know about the company or its products/services.What is Branding? There are many different definitions of a brand. Regularly used colours or layouts. such as red and white for Coca Cola. The overall ‘branding’ of a company or product can also stretch to a logo.
consoles. Purchase viagra If you can create effective branding. music equipment. only one of which is branded. It is commonly said that if you show a person two identical products. Of course. allowing people to see your brand name. constant bad publicity about the quality of the product has severely damaged the image of the brand. For Example: Sony sells televisions.An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time. DVD players. However. branding cannot replace good quality. Image of Quality A strong brand projects an image of quality in your business. and etc all under the Sony brand name. A branded business is more likely to be seen as experienced in their products or services. then over time the image of quality in your business will usually go up. especially if it continues over a long period of time. meaning that customers for one product will be more likely to buy another product from you. You can also create separate brand names for your product ranges. and sales have dropped for each of the past several years. Image of Experience and Reliability A strong brand creates an image of an established business that has been around for long enough to become well known. and will generally be seen as more reliable and trustworthy than an unbranded business. many people see the brand as a part of a product or service that helps to show its quality and value. they will almost always believe the branded item is higher quality. it allows you to link together several different products or ranges. For Example: . and bad publicity will damage a brand (and your businesses image). You can put your brand name on every product or service you sell. camcorders. Where to buy levitra Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality. Multiple Products If your business has a strong brand. and then use the range brand name to work out what they wish to buy. For example: The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. video players.
it can limit your ability to sell other products. Flake.Cadbury’s makes a range of confectionary under many different sub-brand names such as Dairy Milk. If you are known for selling just one product. will you be able to do so effectively ? If you sell computers. would your brand name be suitable for selling vacuum cleaners? If your brand is focused too strongly on one product. Boost. which means you will need to advertise and promote the brand for a considerable amt of time b4 it beomes well known. There are also costs involved with the creating of a brand image or logo (Paying for a designer. and you want to sell another product. you need to expose it to your potential customers. and part of that image is about what products or services you sell. this often requires a lot of advertising and PR over a long period of time. What are the Disadvantages of Branding? (i) Cost If you wish to create and maintain a strong brand presence. Stationary. . but will also greatly slow down the exposure your Where to buy levitra brand receives. and Time Out. vehicles etc…). As well as creating a brand and updating your signs and equipment (e. The ability to deal on a personal basis with customers is one of the biggest advantages small business have. this will save you money. It is commonly shown that people need to see an advert at least three times before they absorb it. it can involve a lot of design and marketing costs. but all feature the Cadbury’s brand name on the packaging.). which can be very costly. printing new letterheads/business cards etc. and poorly designed branding could give customers Kauf von viagra the impression that your business is losing its personal touch. (ii) Impersonal One of the main problems with many branded businesses is that they lose their personal image. A strong brand is memorable. (iii) Fixed Image Every brand has a certain image to potential customers. The exposure of your brand can be left to word of mouth. and although most of these are only one off costs. but people still need to be exposed to it. they are still relatively large for most small businesses. Purchase viagra (iv) Timescale The process of creating a brand will usually take a long period of time. All of these are sold under the product brand.g.
support the elderly. The intent is to attract new customers and create loyalty in past customers. (While employer branding may be required and essential to a competitive business. This branding falls in the “one-stop shopping” category. and delivery to customers. mission. . contribute to public education. it neither aligns an employee’s goals and values with a company’s. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils. . it’s been around as long as competition between businesses has existed. products. Culture branding – Another method of branding. These include. It is designed to educate employees in order for them to uphold the corporate brand to their customers. or provide emergency relief and jobs for the unemployed. branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Spirit Branding – Hit the consumer market big time by selling soft drinks with the slogan of I’d like to teach the world to sing . and Laundromats attached to anything from bowling alleys to family entertainment centers. Here are the seven common types of branding. service. Corporate Branding – Making the promise of quality products. . Culture branding is making promises to employees concerning their working environment and relationship to their leaders and managers. Corporate branding is nothing new.TYPES OF BRANDING Building strong and lasting relationships with customers and the communities in which the businesses reside as well as with their own employees seems to be (or should be) the focus of many companies. In this case. for example. The world looks brighter and things just go better when you start your morning off with our product. It’s that “get a good feeling” from using our product approach. there are also many different uses for branding. mini-marts attached to gas stations. This branding can include company and employee outreach programs to help the needy. and services of the company. nor does it apparently help in retaining employees as indicated by the continuing efforts to reduce turnover. “promises” are .) Cause Branding – Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. Employer Branding – Focusing on employees to understand the vision. goals. Just as there are many branding techniques. banking facilities within grocery stores. It’s a promise to the people in the community that this company will be a beneficial partner to them. Co-Branding – Becoming more familiar to the consumer all the time. Community Branding – Showing the collective good a company can do for the community in which it and its employees reside.
different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and use or employment agreement. .