![]()
Chapter 1
What is Branding?
Branding is all about image of a business. The concept doesn’t only include style, emblems and logos but also the image of quality perceived. The image perceived may be of total quality, reliability, and more.
Branding is about the business and how a business is different from the competitors. The purpose of a brand is to distinguish yourself from your competitors. Once you make a distinguishing impact then an advertising campaign can be much more effective.
The success of a company can be determined by a brand. Branding includes many factors which help a company to be successful. These factors may include a website, marketing efforts, and anything that gives a company an identity. Consumers trust wholeheartedly a corporate image because there is a psychology in motivating the purchasing decisions.
All companies should practice branding. Brick and mortar business and online companies benefit through branding methods. It is common for smaller companies and online businesses to fail due to a lack of understanding about the importance and factors of a good brand.
Branding ensures professionalism with a company. It seals the deal on an entire package. A small company with a brand looks just as good as a large corporation when they practice the right techniques. Brands enhance your confidence as a business owner but also in the consumers that you really can deliver what you promise.
Branding offers consistency with a business. It gives direction to employees and customers know what to expect. Consistency can be performed through the use of things like business cards, t-shirts, and more. Consistency includes visibility techniques that are professional and will remain in the memory of a consumer.
One concept that consumers often attach to a brand is called brand equity. A brand is often considered to be an asset also. For example, if you have developed a very good brand that is well known as being a top distributor of massage chairs and you have a competitor with a brand known to provide defective products, your brand will be worth more.
![]()
Chapter 2
Branding Basics
Branding is all about what the customers perceive of your company. Your brand is the promise that you intend to make to the customers. The ultimate goal is to spark an emotional connection in order to create a positive feeling resulting to loyalty to a specific product from the customers.
Most customers hold true to products they enjoy. It is very common for a customer to be impressed with a brand and continue to buy a product based on that brand. You want to create these feelings of loyalty to bring the customers back for more. This is the ultimate goal.
Mission and Vision of Your Company
The mission and vision of your company should uphold excellence in providing a quality product to customers that you care about. These are statements about your company regarding the ultimate goals you wish to achieve within your endeavors. Many companies focus their vision or mission on their employees while others extend their mission outward to the customers. There should be a fine mix here with both.
Many customers do not read into a vision or mission statement too often. However, that doesn’t mean that you shouldn’t take it seriously. Your vision and mission are both a part of the branding process because they define what your company is all about. These two statements need to be believed and practiced by employees and all staff of the company.
Benefits and Features of Your Products or Services
A big part of creating a brand for your business is proving to the customers why your products and services are the best to buy. Differentiation takes place here but you need to prove the benefits to the consumers. Determine what the benefits are with the products you offer, the services you offer, or something else. Why does the customer benefit when they shop or buy from you? You will have a very hard time establishing a brand if you cannot determine the benefits of your products or services.
The features of your products and services are also important and they go hand in hand with the benefits. The features of a specific product should provide a benefit. Determine the features and the ones that stand out from the rest or provide the biggest benefit that may be a target for the marketing campaign.
Customers Perception Today
Branding is about customer’s perception. When you want to create a brand you want to create a perception of the customer that you are the best, provide quality, or may be even more.
It is important to have a good idea of what the customers currently think of you when you are building a branding campaign. Today customers may not know that you exist or they may have a negative feeling for your business because you haven’t been practicing proper methods. Have a clear understanding on exactly what the customers think of you.
If you are unsure what the customers think of you, then you may need to send out surveys and questionnaires. These types of things can help you get a goo...
