Branding is an essential part of the day to day operation of every company or business around the world. Your companies’ brand can make or break your companies/business success. But how you may ask? Well, let’s start by explaining what a brand is exactly. A brand is defined as a business strategy brought to life and is the primary means for differentiation and growth. A brand is also known as: A medium that clearly communicates purpose and energizes cultures, a platform upon which to create engaging and unique experiences, a means to stay relevant, meaningful and valued. Building a well-known brand is one of the most powerful marketing tools any business can empower because a brand can ignite feelings, have personalities, establish relationships and a consumer’s perception of a brand is not what the marketer says it is it’s what customers believe it is. This is why brand management is such an essential part of any company, a brand is the result of a customer’s experience/perception of a company, and consumers will recall their personal experiences before believing any advertising. A company’s brand has the ability to communicate a company’s various elements:
· Physique: What do we do best?
· Relationship: What will we never compromise?
· Noble Purpose: How do we make customers’ lives better?
· Personality: What’s our voice?
· Culture: What do we have in common with customers?
· Self-Image: What do customers want their use of the brand to say about them?
Each of these elements plays a major role in the larger goal of building a brand resulting in a broader reach, influencing future sales, creates mental brand equity and generates big/long term growth.
By: Brandon Diaz