Building a Brand

Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ ‘identity’, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales. The benefits that a strategically defined brand can bring are the same as when people fall in love with each other.

  • When customers connect emotively – because they share the same values and beliefs as the brand – it leads to higher sales and better brand differentiation.
  • A strong brand encourages loyalty advocacy. It can even protect your price in times when competitors rely on promotional discounts to drive sales.
  • Your brand can also give you the ideal platform from which to extend your offering or range.
  • When customers connect emotively – because they share the same values and beliefs as the brand – it leads to higher sales and better brand differentiation.
  • A strong brand encourages loyalty advocacy. It can even protect your price in times when competitors rely on promotional discounts to drive sales.
  • Your brand can also give you the ideal platform from which to extend your offering or range.

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