Branding & Marketing
The importance of properly branding and marketing your business will play a critical role in the success or failure of your enterprise. In a world full of great ideas and brilliant concepts, simply having the right product or service is only half the battle.
Consistent lead generation and exposure to the most ideal candidates for your offering will ultimately determine the long term growth of your business.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for consumers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece to your marketing communication and one you do not want to be without.
What does branding mean to your company's marketing strategy?
Marketing is the process of teaching consumers why they should choose your product or service over your competitors; if you are not doing that you are not marketing. It’s really that simple! The key is finding the right method and defining the right message to use to educate and influence your consumers.
Companies make the mistake of thinking that marketing is just “one” thing, but marketing is everything that the consumer encounters when it comes to your business, from advertising, to what they hear, to the customer service that they receive, to the follow-up care that you provide. It’s all marketing and creating the decision within the consumer whether or not to choose you initially or for repeat business.
The activities of marketing are often confused with advertising and sales, but it is important to realize that there is a difference.