Professional Documents
Culture Documents
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 s
ervices of one seller or group of sellers and to differentiate them from those o
f other sellers.
Therefore it makes sense to understand that branding is not about getting your t
arget market to choose you over the competition, but it is about getting your pr
ospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers
and prospects. You do this by integrating your brand strategies through your co
mpany at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospe
cts. It is the sum total of their experiences and perceptions, some of which you
can influence, and some that you cannot.
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 y
our brand. After all your brand is the source of a promise to your consumer. It'
s a foundational piece in your marketing communication and one you do not want t
o be without.
(What is Branding and How Important is it to Your Marketing Strategy?, 2010)
The role of branding in business and marketing has grown significantly in terms
of prioritization across the corporate and small business worlds, particularly w
ith the advent of positions such as chief brand officer and chief imagination of
ficer. The question remains: what is branding?
Despite branding s move to the spotlight, the vast majority of businesspeople stil
l don t have a firm grasp of what branding truly is. In fact, I dare say that many
businesspeople view branding as another funnel of expenditures by the marketing
team that does little in terms of generating ROI.
I have to adamantly argue against that line of thinking. While branding might be
more subjective and more challenging to quantify when it comes time to evaluate
results, it s no less important than any other tool in your marketing arsenal. I d
venture to say it s the most important part of your business.
Let s take a look at what branding is to gain a better understand of its importanc
e to businesses.
A brand is an image: A brand is synonymous with the image of the company it stan
ds for. Is your business young and hip, or traditional and reserved? Your brand
image should reflect that. A brand image can also be tangibly represented throug
h a logo, color palette, design techniques and more.
A brand is a message: A brand is made up of all the messages your business commu
nicates from your advertising to your customer interactions and everything in be
tween.
A brand is a promise: A brand is nothing if it doesn t stand for something and off
er some kind of promise to customers. In other words, customers should be able t
o count on your brand to deliver a consistent experience or value every time the
y come into contact with it.
As you develop your brand, do so with your stretch goals in mind. Don t sell your
brand short. Take some time to research and strategize and determine what you wa
nt your brand s image, message and promise to be. In other words, where do you wan
t your brand to be positioned in the marketplace and what expectations should yo
ur customers have for it?
(Branding in the Spotlight What is Branding?, 2008)