What's in a Name ??
In the “Internet Age” Branding is vitally important. A “Brand” should be easy to remember, ideally one or at best two words and have a direct relationship to the product or products or services you are selling.
The bottom line is to get “found online”, quickly and easily with the goal being to get more exposure.
A successful brand reputation can be one of the most powerful assets that a company possesses. It can cut through the clutter in a prospect’s mind and serve as a shortcut to decision making. Many companies spend huge sums of money promoting and building their brands for this reason..
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not so much about getting your target market to choose you over the competition, as it is about getting your prospects to see you as the only one that provides a solution to their problem.
The central objectives that a good brand will achieve include:
* Delivers the message clearly
* Confirms your credibility
* Connects your target prospects emotionally
* Motivates the buyer
* Cements User Loyalty
To succeed in branding you must have a clear understanding of the needs and wants of your customers and prospects. You can do this by integrating your brand strategies through your company at every point of public contact.
Your brand is an “emotional” intelligence item and resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, most of which you can influence, and some that you cannot.
A strong brand is most invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. It's the central piece in your marketing communication with your customers and one you do not want to be without.
Read this Branding Story: Brand Power the X Factor (Sydney Morning Herald)