The word brand refers to a name, a design, a symbol, a term, or any other specific type of feature that distinguishes one companys goods or services from the goods or services of another companys. Essentially, it is the image or idea that consumers call to mind when they picture specific products that a company offers. In this article, youll learn more about branding and why it is so important in marketing.
When consumers shop for products and services, they weigh their options in order to determine what will best meet their needs. This includes more than just ensuring they are getting the best price; they also want to make sure that they are getting the best quality product or service from a company that they can rely on. Shoppers ask a number of questions before they commit to making a purchase from a specific company. These questions often include:
Does the company offer outstanding products or services?
Does the company stand behind what they sell?
Do they have a great reputation?
Have they received good reviews?
The answers to these questions guide consumers to choosing the company that they will ultimately purchase the product or service that they are seeking. However, finding the answers to these questions can be time-consuming. Most consumers dont have the time to thoroughly investigate a companys background before making a purchase.
There is a way for shoppers to get the answers to the questions that they seek that doesnt require extensive research. How? By considering the brand. A brand name provides consumers with important information about a companys reputations. A brand essentially allows customers to trust the quality of the products or services that a business offers. The mere mention of a brand name or the sight of a logo thats associated with a brand answers all of the customers questions. Essentially, a brand allows customers to determine which company they can rely on to offer them the services or products that will best meet their needs.
Why is Branding Important?
Its more than just a good logo or a catchy name; a good brand expands the value of a company, makes it the process of acquiring new customers easier, and even motivates employees.
A brand serves as the perception people have a company. It tells consumers about a companys reputation, customer services, quality of goods, and more. Heres a more detailed look at the importance of branding:
Improves recognition. One of the most important components of a brand is the logo. The logo serves as the face of a company, allowing people to instantly understand what a company offers just by seeing that image. Think about Nikes famous swoosh symbol. You just need to see the logo and you instantly associate it with the famous company and understand what it is that they offer.
Establishes trust. A brand builds credibility and trust. Consumers are more likely to purchase a product or service from a business that has a solid brand; one that appears polished and is legitimate.
Supports marketing. Marketing is a critical element for a business, and branding makes marketing easier. Its much easier to marketing using a logo that is associated with a business, as a logo instantly calls to mind everything that a brand represents.
Builds financial value. A strong brand has the ability to guarantee future business. It allows people to understand the reputation of a company, the quality of services or products that they offer, and the type of customer service that they provide, which can ensure future purchases.
Inspires employees. A lot of employees need more than just work; they need something to work toward. When employees have an understanding of a companys mission and reason for being, they are more inclined to feel a sense of pride, which leads to greater productivity.
Attracts new customers. Branding also allows a company to gain referrals, which leads to business from new customers.
Branding is a part of the Brand Management.
How are Brands Created?
Professionals that specialize in branding develop brands for companies. In order to establish a brand, these professionals employ a variety of techniques. These techniques include:
Defining the business. They visualize what it is that defines a business. For instance, a company that sells athletic equipment might choose highly quality materials, gear that suits specific needs, and designs that are comfortable to wear.
Identifying the mission of the company. Marketing professionals also consider what it is that a company is trying to achieve when they develop a brand. A companys mission can be used to develop an effective brand.
The goods a company offers. The products and services that a company offers are also taken into consideration during the process of brand creation.
Once these things are considered, branding professionals will design a logo that consumers can associate with a business, create a voice that reflects the brand, and set to work marketing the brand. When a brand campaign is being developed, professionals strive to increase customer awareness of a company. The mission, reputation, products and services, and essentially everything that a company represents can be portrayed via brand marketing.
What Companies Use Branding?
Branding is a concept that can be utilized by business of all sizes and across all industries. Companies that sell clothing, makeup, shoes, electronics, and even breakfast cereals use and benefit from marketing. Even entire stores use branding; Target, Macys, WalMart, Sears, etc, all use branding to build trust, establish credibility, and attract customers.
Fulcrum-Tip: Effective branding can help to transform a mediocre business into a well-known, highly regarded company that people rely on and choose to meet their needs.
Bottom Line
It takes time to develop a good brand. A company wont go from a corner store shop to a nationwide retailer overnight. However, with patience and with highly effective strategies, marketing can be prove to be exceptionally power and boost the reputation, sales and overall success of businesses of all sizes, and across all industries.