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    Branding: Brand Strategy & Equity

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    Marti Marsden
    Branding is one of the most important aspects of any business and provides a competitive edge. A brand is a promise to customers about what they can expect from products and services and differentiates a business from competitors. Defining a brand involves understanding customer needs and desires and determining what qualities the business wants customers to associate with it. Developing a consistent brand strategy across marketing materials builds brand equity, which allows businesses to charge more by creating an emotional attachment or perception of quality for their brand.

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    Branding: Brand Strategy & Equity

    Uploaded by

    Marti Marsden
    64 views2 pages
    Branding is one of the most important aspects of any business and provides a competitive edge. A brand is a promise to customers about what they can expect from products and services and differentiates a business from competitors. Defining a brand involves understanding customer needs and desires and determining what qualities the business wants customers to associate with it. Developing a consistent brand strategy across marketing materials builds brand equity, which allows businesses to charge more by creating an emotional attachment or perception of quality for their brand.

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    Notes and info for branding

    Original Title

    Branding

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    Branding is one of the most important aspects of any business and provides a competitive edge. A brand is a promise to customers about what they can expect from products and services and differentiates a business from competitors. Defining a brand involves understanding customer needs and desires and determining what qualities the business wants customers to associate with it. Developing a consistent brand strategy across marketing materials builds brand equity, which allows businesses to charge more by creating an emotional attachment or perception of quality for their brand.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    64 views2 pages

    Branding: Brand Strategy & Equity

    Uploaded by

    Marti Marsden
    Branding is one of the most important aspects of any business and provides a competitive edge. A brand is a promise to customers about what they can expect from products and services and differentiates a business from competitors. Defining a brand involves understanding customer needs and desires and determining what qualities the business wants customers to associate with it. Developing a consistent brand strategy across marketing materials builds brand equity, which allows businesses to charge more by creating an emotional attachment or perception of quality for their brand.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Branding is one of the most important aspects of any business, large or small, retail or B2B.

    An effective
    brand strategy gives you a major edge in increasingly competitive markets. But what exactly does
    "branding" mean? How does it affect a small business like yours?

    Simply put, your brand is your promise to your customer. It tells them what they can expect from your
    products and services, and it differentiates your offering from your competitors'. Your brand is derived
    from who you are, who you want to be and who people perceive you to be.

    Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the
    high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all
    things to all people. Who you are should be based to some extent on who your target customers want
    and need you to be.

    The foundation of your brand is your logo. Your website, packaging and promotional materials--all of
    which should integrate your logo--communicate your brand.

    Brand Strategy & Equity

    Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering
    on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels
    are also part of your brand strategy. And what you communicate visually and verbally are part of your
    brand strategy, too.

    Consistent, strategic branding leads to a strong brand equity, which means the added value brought to
    your company's products or services that allows you to charge more for your brand than what identical,
    unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because
    Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay
    that higher price.

    The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional
    attachment. For example, Nike associates its products with star athletes, hoping customers will transfer
    their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features
    that sell the shoe.

    Defining Your Brand

    Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and
    uncomfortable. It requires, at the very least, that you answer the questions below:

     What is your company's mission?


     What are the benefits and features of your products or services?
     What do your customers and prospects already think of your company?
     What qualities do you want them to associate with your company?

    Do your research. Learn the needs, habits and desires of your current and prospective customers. And
    don't rely on what you think they think. Know what they think.
    Because defining your brand and developing a brand strategy can be complex, consider leveraging the
    expertise of a nonprofit small-business advisory group or a Small Business Development Center .

    Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

     Get a great logo. Place it everywhere.


     Write down your brand messaging. What are the key messages you want to communicate
    about your brand? Every employee should be aware of your brand attributes.
     Integrate your brand. Branding extends to every aspect of your business--how you answer your
    phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
     Create a "voice" for your company that reflects your brand. This voice should be applied to all
    written communication and incorporated in the visual imagery of all materials, online and off. Is
    your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
     Develop a tagline. Write a memorable, meaningful and concise statement that captures the
    essence of your brand.
     Design templates and create brand standards for your marketing materials. Use the same
    color scheme, logo placement, look and feel throughout. You don't need to be fancy, just
    consistent.
     Be true to your brand. Customers won't return to you--or refer you to someone else--if you
    don't deliver on your brand promise.
     Be consistent. I placed this point last only because it involves all of the above and is the most
    important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.

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