Many business owners ignore the subject of branding simply because it's an elusive subject that is hard to grasp. The understanding is that branding cannot be seen or touched, and therefore cannot be measured. But this is certainly not true, as you shall see later. First, let's explore a little bit more about branding and see what it really is.
Branding, no doubt, is just a concept. It's a concept about superior quality. And this depends heavily on perception. A successful brand means that when someone thinks of a product of service, they will immediately think of all the commodities associated with a certain brand. For instance, what brands do you think of when you feel like eating cheese? Are there any good brands, and not so good brands that come to your mind? You get the idea. But what really shapes this perception? Is the product really of higher quality? In reality, that may or may not be true. Of course, successful business owners know that for a brand to be successful long term, its products have to be of superior quality. But when we are speaking strictly in terms of perception, the quality in reality doesn't really matter. What matters is the perception of the customer. If a person thinks that it's a superior brand, he or she will buy the product or service. That leads to revenue, and it's the desired end result that all businesses want. But before that result is achieved, what actually helps to shape the perception of the consumers?
Anything that the consumer sees, hears, or touches with will affect the brand. For example, if a consumer sees a professionally designed website, he or she may form some kind of impression about the company and the product or services that it delivers. Whether its a good impression or a bad impression depends on the quality of the website. And the website is just one example. The consumer comes in contact with many forms of physical items such as receipts, invoices, stationery, etc. Some may appear to be minor items on the surface, but when a consumer is exposed to these items constantly, each and every experience will help shape the impression that the consumer has on the company. And a successful brand is built upon countless contacts with the consumers through these different means, so much so that even on a subconscious level, the consumer remembers the company as an entity that offers truly quality products and services.
To give a more specific example, consider the company logo. This is an image that appears to the consumer more often than anything else. You see it on minor items such as invoices, stationery, posters, and you see them in major advertising campaigns. Consumers are bombarded with logos, and they start to form impressions about the company. So are you starting to see what this is going? Do you now realize the importance of a company logo?
Differentiate your business from your competitors. And reflect these differences in your logo. That is truly powerful branding at work.
Source : ad-matrix.net
No comments:
Post a Comment