Never Underestimate The Power Of Effective Branding
Branding takes your products and services out of the quagmires of generic obscurity and into the light of “first thought” awareness.
There is no doubt that salespeople and marketing strategies are instrumental in your business success but far too many businesses underestimate the importance of branding in the promotion of themselves.
Building brand recognition for your business helps develop public trust and cements your company’s reputation as a credible and reliable figure in the market. Whether you offer a product or a service, unique and creative branding can help you stand out from your competitors, earning the loyalty of clients.
Proving The Power Of Branding
Recently, in an attempt to determine the power of branding, researchers presented several dozen children with a rather creative taste test. The researchers utilized a variety of foods, ranging from the healthy, such as carrots and other vegetable, through to the merely mundane, such as plain milk.
Some of the foodstuffs were offered in McDonalds branded wrapping, while the rest was presented in unmarked packaging.
Although the food itself was all identical, the McDonalds branding earned it’s contents a much higher score from the kids than the unmarked food.
The branding actually physically altered each child’s perception of the taste of the food.
Now, obviously, children’s minds are very susceptible to suggestion but, while branding might not result in the same degree of blind conviction in adults, this exercise did provide a solid, and convincing, point about the power of effective branding as a marketing technique.
Branding creates an image of, not necessarily what you do, but who you are in the minds of your clients. Eventually, with an intensive enough branding strategy, you directly impact the public’s perception of you.
Now, what could be more effective or attractive than that?
Define Your Brand
Before undertaking the task of building your brand awareness and recognition, you should always define your brand.
To do this you must look inwardly at your business, your strategies, your product, your service tactics and your company’s personality.
After all, that is essentially what your brand is representing- who you are.
To do this, you should at least start with the following questions and expand from there:
* What is your company mission?
* What are the benefits of your products and services?
* What do the public, and your own employees, think of your company already?
* What qualities do you want associated with your company and your way of doing business?
This is only a starting point and a lot of strategic research must go into the development of your brand. This can be time-consuming and often more than an already busy business-owner can handle, this is one reason that branding is an industry unto itself.
Using Branding Professionals
Like many other aspects of business, branding is often best handled by sourcing professionals. Choose the right people, specialists in their industry, to make sure your branding efforts are rewarded with top results.
When tackling the problem of developing an effective branding strategy, a plan for the marketing of your public image, the most common problem one usually faces is the fact that branding is an activity that falls outside of your core business interests.
This means most business owners, while experts in their industry, have little-to-no idea how to promote their brand or how to create and promote their corporate identity.
This is why hiring a branding professional is such a necessity.
The management of a brand image is an ongoing process and a master of the art will be able to evaluate your business, assess the market and offer thought-out and strategic solutions to help you plot the course you want your branding to take.
Branding Is Worth The Time So Invest Some
Branding can make or break your business interests, it can destroy your corporate image or it can build public trust and credibility.
It all depends on how you manage it. Take the time to know and develop your brand and it will reward your long-term business efforts.