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.
Branding is an integral part of the business building process. Large corporations spend hundreds of millions of dollars building their brands, and there’s a reason:
- Brands enable customers to remember your product-service.
- Brands build customer loyalty and lead to repeat purchases.
- Brands make it easier for current clients or customers to refer you to others.
- Brands send a message as to what your customers can expect.
- Brands convey an emotion.
- Brands add value.
We use brands as shorthand to make our trips to the grocery store easier; we use brands to reassure us about our purchasing decisions; we even use brands to define ourselves in society.
Remember: a brand is a promise. With a brand, you set customer expectations. When someone buys your product or service, they count on those expectations to be fulfilled.
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