Why A Good Brand Is Crucial To Your Marketing Strategy
By Elon Law | March 16 2016
Brand is often defined as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” (Wikipedia). However, a brand is definitely more than that. A brand is the feeling it gives your audience and clients. It is the quality assurance that you are giving your clients. It is the promise between you and your clients.
Brand has a great effect in our minds
Our brain is like a filter, absorbing information that allows us to “perceive” the world. However, how we “perceive” the world is often tainted by our own “neuro-map”, and each of us have our own distinct map in the brain to recognise different cues. For example, children may see Coca-Cola as a brand that brings joy and happiness, whilst an adult may see the same logo and brand as an unhealthy drink with 12 teaspoons of sugar and thus feel disgusted.
Brand fosters emotions and ideas
A brand fosters a set of emotions and ideas consumers associate with your company. When developing a brand, we want to create a strong brand that stands out in the marketplace, and to position the brand such that we are indispensable in the clients’ lives. We are all also neurologically wired to trust the brand, believing in the apparent superiority of the experience. Creating an identity that resonates with your clients further reinforces the emotional relationship that is at the heart of a truly successful brand.
Brand differentiates you from others
If you are not branded, you are a commodity. Branding helps you stand out from the crowd, and it differentiates you from others.
The benefits of a strong brand is countless, and every entrepreneur should strive to create their own personal brand. It’s no secret that it’s easier to sell a brand that you believe in yourself. This notion supports the marketing department’s ongoing effort for consistency in presentation and contributes to the overall strength of the brand.You can read more about creating your own brand here and the various types of brands here.
Your brand, therefore, becomes the foundation for all your marketing pieces. Every aspect, from web design, to corporate identity, to video production and photography, is defined by your brand. With each touch point being an opportunity to increase brand awareness and improve customer loyalty, marketing departments today know and appreciate the importance of building a strong brand.