Why Every Business Needs a Brand (Part II)

Main Goals of Branding

• Deliver a clear message of what your company sells or why your product is superior
• Confirm credibility for your company among your target market
• Make an emotional connection, confirming that your product or service is what people want or need
• Establish loyalty with your users to keep them returning
• Create a valuable reputation to maintain a future in business
• Create motivation in a buyer so that they seek your service or product

The key to good branding is to create a thought or image, not only on paper, but in the minds of consumers. I know when I think of fast food or a hamburger; I think of McDonald’s golden arches and can almost taste a Big Mac. McDonalds is another example of excellent branding. They have been a presence in our lives for so long that most all of us even have childhood memories of McDonald’s birthday parties or hanging out after school in the play place. The company has achieved the memory in the minds of consumers, which makes them return to spend their money there. They have used their arches as their image so that when you see them, you also see their product and it causes those memories to be recalled. McDonalds and Nike are well-established companies and their marketing concepts are different from those of a small business, but their brands are well built up over long periods of time.

A company brand exists within the minds of customers, clients, and prospects. If you were to take your entire marketing strategy and add up all its components together, your brand would be the sum of your efforts. A well-established brand is priceless as companies continue to compete for customers, especially in today’s economy. Building a brand does take time, but the investment is worth it since your identity is what will draw customers and clients. Just like the mark on the cowhide, your brand establishes who you are and sets your identity apart from the others. It is your general foundation for your company and is something you would not want to find yourself without.

 

Contributor: Nicole Lee

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