If your business has just started picking up and you have a growing customer base, an obvious concern would be how to keep your market growing. You may see the need for a more aggressive marketing and advertising campaign, but along with these plans you need to look at one method that will drive more sales to your door – branding.
Your brand comprises of your business name, logo, slogan, symbol, or a combination of these elements that distinguishes you from all your competitors. Moreover, your brand involves the culture and values of your business. Branding is not just a visual representation of your company but involves your relations with groups in your industry, the media, and the public. Effective branding is one that is present in every level of your business operation.
Branding relates largely to the perception of your company. This means that branding is not only about making target customers recognize your business name, logo or product but also making them believe in what you have to offer. Through branding, you can create confidence in customers, which is what will drive them to buy your product or use your service.
If your business is all about innovation, then your brand needs to communicate this to your customers. Branding allows you to deliver your message to customers instantly. Therefore, if your company’s branding strategy is successful, one look at your new product and customers think right away that it will have cutting-edge features. The great thing about branding is it works the other way around. If a customer is looking for something innovative, they know they can get this from only one product – yours.
Consider the power of Google’s brand. Google is synonymous with Internet search – fast, easy, pure, no advertising clutter. Their brand is so powerful that people use the phrase “I googled it” to mean that they searched for something on the web. Many, if not all, of Google users do not use any other search engines not necessarily because other search engines are slow or lacking in technology but because, for users captured by Google’s brand, there is no just no other way to search the web but through Google. Yahoo is just not the same for them even if Yahoo is also a great search engine. That is customer loyalty – the ultimate goal of branding.
Clearly, no branding strategy will be successful if your business cannot deliver your brand’s promise. If you want your brand to carry the message of integrity, then customers have to see it in your product or your service and your business dealings. Otherwise, your business is as good as not having a brand at all.