What Should a Brand Do?
Branding is not just about getting your target market to select you over the competition. It's also about getting your prospects to see you as the sole provider of a solution to their problem or need. In its essence, branding is a problem-solver. A good brand will:
Clearly deliver a message
Confirm the brand's credibility in the marketplace
Emotionally connect target prospects with a product or service
Motivate the buyer to make a purchase
Create user loyalty
Branding and Understanding Your Customer
To succeed in branding, you must understand the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact.
Think of branding as though your company or organization were a living, breathing person. Imagine this person explaining who they are, why they're valuable, and what they specifically have to offer.
As consumers begin to identify with you, your brand will live in the hearts and minds of customers, clients, and prospects, and they'll connect on an emotional level.
The Importance of Branding and the Three Key Questions
Your brand is the source of a promise to your consumer. If you're billing yourself as the manufacturer of the longest-lasting light bulb, your brand has to live up to that.