Branding… Development. Strategy. Presentation. Identity. Awareness. Position. Equity.

What is your brand message?
Magnificent Mile Time-lapse by Phil Gates at Highpower Studios

Brand development is crucial because not only does it make a memorable impression on your consumers but it also builds trust, allowing your customers and clients to know exactly what to expect from your company. Good brand presentation can reflect directly on your company’s trustworthiness and position.

To build a successful brand means that you will, in essence, have to define how you want to be perceived. When your customers have finished using your product or service, how do you want them to describe their experience? You must organize your business based on this promise, as well as, clearly communicate that promise and, of course, remain consistent both in the organization of that promise and executing it for your clients.

To build a successful brand means that you will, in essence, have to define how you want to be perceived.

You must also establish your brand’s purpose and your brand’s positioning in the marketplace along with your brand’s promise all whilst maintaining your brand’s unique voice and personality, as well as affirming your brand’s identity.

This applies to any type of brand whether company, product, or personal.

What Does It Take To Build A Successful Brand?

Successful brands have a thorough grasp of their target market. They are not trying to appeal to just anyone and everyone, but instead focus their efforts on a specific audience and demographic. The goal is to create a brand that conveys the brand’s message so clearly and precisely to the intended target audience that they realize straight away that you understand their needs. This message must also be presented in an easily ingestible fashion to remain impactful and draw the audience’s attention. For instance, a large jumble of information can easily deter the attention intended as opposed to enticing the audience to continue moving on to the next step. Brand strategy, presentation, and awareness done properly should assist in conversion and closing deals, not deter from it.

There are numerous areas that are used to develop a brand including advertising, customer service, promotional merchandise, reputation, logos and more. Much of which, in this digital age, encompass a multitude of online content creation strategies.

So What Exactly Is A Brand?

Put bluntly, a brand is an identifying symbol, mark, logo, name, word, sentence, tagline and/or catchphrase that companies use to distinguish their product from others. A combination of one or more of those elements can be utilized to create their brand identity. Legal protection given to a brand name is a trademark.

Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product or service. For instance, when someone says “I need a Kleenex,” you instinctively know they’re referring to a tissue. This claim of distinction helps to raise the perceived value to the customer and in turn, raise the brand equity. Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. When excellent brand equity is achieved it is now not only your brand’s price giving the evidence of value. The brand now commands value in and of itself and remains engrained in the customers mind whenever they think of a similar product or service.

The way a company conducts its business can reveal the way that company prioritizes and manages its brand because most companies who value their brand have spent time, energy, and money to discover exactly who they are, what they do different, and what they are capable of becoming. These companies are more commonly the ones that prosper.


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