The importance of branding in marketing

There is a lot of confusion about the true meaning of branding, there are multiple definitions. So what is branding? Decades ago, a brand was defined as a name, slogan, sign, symbol, or perhaps even just a logo design, or a combination of these elements that identify products or services of a company.

The brand was identified from the elements that differentiated the goods and/or services from the competition.

Branding is a bit more complex today, and even more important in today’s world of marketing. It is the perception that a consumer has when he hears or thinks about the name, service, or product of your company. That said, the word “brand” is a moving target and evolves with consumer behavior.

Think of it as the mental image of who you are as a business, what represents you to consumers. It is also is influenced by the elements, the words, and the creativity that surrounds you.

What should a brand do?

Branding is not just about getting your target market to select you over the competition, but also about getting your potential customers to see you as the industry leader of a product, or a solution to their problem or need.

The goals that a good brand will achieve include:

• Clearly deliver your message
• Confirm your credibility
• Emotionally connect your potential customers with your product and/or service.
• Motivate the buyer to buy
• Create user loyalty

Brand and understanding of your customer

To be successful in branding, you must understand the needs and wants of your customers and clients.

It is achieved by integrating your brand strategies across your company at all public touchpoints.

Think of branding as the expression of who you are as a business or organization and what you offer. Sounds difficult?  Think of it this way, if a brand could speak it would say:

• I am ________________.
• I exist because ________________.
• If you relate to who I am and why I exist, I might like you, you can buy me, and you can tell others about me.

As consumers begin to identify with you, your brand will live and grow within the hearts and minds of customers.

It is the sum of your experiences and perceptions, some of which you can influence and some of which you cannot.

The importance of the brand

A strong brand is invaluable as the battle for customers intensifies day by day. It is important to spend time researching, defining, and developing your brand. After all, your brand is the source of a promise for your consumer.

Your brand is the critical piece of your marketing communication and one that you don’t want to be without. Branding can be considered strategic marketing and is tactical to get your product or service out to consumers. That is why it also has great importance within a business or organization.

Branding can act as a roadmap to understanding the purpose of business objectives. It will enable you to align a marketing plan with those goals and meet the overall strategy.

Brand effectiveness doesn’t just happen before purchase, it’s also about the brand’s value, the value it provides to the consumer.

Did the product or service perform as expected and did the product perform the way it was supposed to? Was the quality as advertised or did it exceed your expectations? How was the service?  If you can get positive feedback on these questions then it is most likely that you have created a loyal customer.

Branding doesn’t just create loyal customers, it creates loyal employees. The brand gives them something to believe in, something to stand behind. It helps them understand the purpose and longevity of the organization or business.

Addison

Addison is a student of the Aust Abbottabad University of Science and Technology. He started his graduation in 2016 and graduated in 2020. I’m a professional article and blog writer, has written dozens of content on different topics and worked with professionals all over the globe. Feel free to contact me for any assistance. [email protected]