What is a Brand?
A brand is a
name, sign, logo or design which has been created in order that customers can
identify the product or service in the market and differentiate it. Effectively
it’s a promise to deliver.
of a brand is to differentiate, to add value, to charge premium prices,
increase market share, and to have a recognisable identity/corporate image and of
course this includes corporate social responsibility.
distinguish a brand is often costly. It is open to changes in business
environment, people’s short term views and media perceptions.
Differentiating your Brand
your brand unique or engaging for your customers, how do you stand out from
functional and emotional components of the brand need to be optimised, along
with the commercial side, of course.
Attributes – highlights the tangible benefits to the customer. This is based on
the identity, features and assets of your product or service – focus on the
Attributes – how does the brand make your customers feel? How can you maintain
the emotional connection?
Developing a brand is a bit like
making a sandwich!
You need a
lot of ingredients to create a brand promise, personality and position.
think about the meat in the sandwich this is your brand identity, then to add
some uniqueness some flavour or dressing is added such as cheese or mayonnaise.
Together these create your brand promise.
freshness is required to appeal to your audience: this is the crisp lettuce to
give your brand some personality and crunch. So far so good. Now what is
crucial is the trusted relationship and loyalty essentially the brand position,
which is represented by the warm crusty bread enveloping the filling. There you
have it your very own brand sandwich:
running a branding exercise in a company meeting. Ask your workforce…What 3
words describe how our brand makes you feel? Consider a well-known brand such
as John Lewis and the thoughts it invokes.
How Digital Marketing can bring your
brand to life
Getting to the heart of the brand and developing
its emotional relationship with customers should underpin any activity online.
Bring your brand to life by using digital marketing techniques and digital
technologies such as a website, mobile apps, email marketing and social media.
Marketers do not create brands, customers do. A brand is the emotional
connection a customer has with a business and its products and services. Marketers
are good at creating environments that encourage a brand relationship to happen
between a customer and a business. And then nurturing that relationship once a
connection has been made.
Every marketing channel a business uses
has the potential to encourage or destroy a brand relationship. Similarly,
every time a customer interacts with a business through a variety of touch
points such as advertising, purchasing, customer service or post-purchase
loyalty marketing activity – there is a chance the customer will either walk
away or become your biggest advocate.
Digital marketing is a great environment
for brand building. As both a sales and marketing channel, digital offers
businesses the opportunity to meet the needs and expectations of customers
throughout the buying cycle. Also, no other channel offers the level of
potential for customer-business interactivity that digital does, whether it’s
Search, eCRM, Social Media or Mobile.
For more information please get in touch.
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