Many businesses feel that “branding” is just a marketing term and that it really does not matter what your brand is as long as you can offer clients what they want.
I find this view ironic, as branding is exactly that: making sure you offer the client what they want. Branding is the step before you make an offer to a client. It establishes an identity, stirs feelings and makes a connection between those feelings and that identity. Whether B2B or B2C, your brand resides in the hearts and minds of customers and prospects.
As I’ve mentioned many times in the blog, your brand is much more than a trademark or slogan.
Making customers feel good about your product or service is the key to breaking through the cluttered marketplace of products and messages.
Branding helps customers build loyalty to your company and its offerings.
I have listed below what I feel are the top tips you’ll need to establish a strong brand:
- Cut through your own clutter and everyone else’s
- Improve the perception of “worth”
- Position YOU as the preferred solution to a perceived need
- Attract and retain customers to YOU
You might want to enlist the help of a third party, marketing expert to help you get a perspective on your brand’s worth, but if followed, once you know who you are, and what your value is to your customers, so too will they and that is when you can realize your brand’s true worth.
Do you feel branding is a bunch of bunk? How do you communicate your company’s value to your customers without a brand? Please share with me your thoughts on branding. I look forward to igniting an interesting discussion.