What is Branding and Why is it so Important?
At AB we can show you some inexpensive techniques to brand your business to your target market.
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.”
Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. When a customer is asked about where to buy your product or service how long does it take for them to name your company? If you are not number one then you need to re-think your branding strategy.
A Good Brand Will:
• Deliver Your Message Clearly
• Confirm Your Credibility
• Connects to Your Target Prospects Emotionally
• Motivate Your Buyer
• Create Consumer Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. What’s the secret? Repeated Exposure; it’s as simple as that. One consistent message repeatedly exposed to the prospect multiple times. Depending upon whom you ask, the magic number or exposures required for successful branding could range from 4 to 8 exposures of the same message in a different medium to the same prospect.
A strong brand is 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 a foundational piece in your marketing communication and one you do not want to be without.
Branding and marketing efforts help businesses gain market share and improve response rates as well as ROI. So, how do companies make their brand the only one the market asks for? How did Kleenex get us to ask for their brand instead of a tissue? And how did Band-Aid get us to request their name rather than requesting a bandage? Proper Branding is how these companies became household names.