Business Articles
Branding
Branding is essentially what sets you apart from your competitors, or even complementary product/service providers.
Consumers base their decision to buy on their perception of your brand.
If you have a weak brand, your product may be passed by, in favour of another, although in some cases the quality may not reach your standard.
Keep reading to find out more about Branding and what it means to your company and how it can influence sales.
Branding Basics
How do you want to be seen?
Branding is different to Positioning.
A good branding program creates in the mind of your prospect the perception that there is no product (or service) in the market quite like yours.
Branding is about 'owning' a word in the mind of the consumer, and creating a word association with a product to the name of your company.
For example;
If I said Coffee you might think of Starbucks, or Nescafe
If I said Toothpaste you might think of Colgate
If I said Photopaper you might think of Kodak
If I said Wine you might think of Hardy's
These are all examples of successful branding campaigns, taking place over several years
The products are not unique and all have many competitors, yet you have thought of the names shown above, Why? because the companies Branding campaign has been successful.
Each month I will feature a review on each of the 'Laws of Branding' and how you can adapt your branding to help gain and maintain status and recognition in a crowded marketplace.
Recommended Reading:
The 22 Immutable Laws of Branding - Al Ries and Laura Ries
ISBN: 1-86197-605-4
RRP: £8.99
Branding is different to Positioning.
A good branding program creates in the mind of your prospect the perception that there is no product (or service) in the market quite like yours.
Branding is about 'owning' a word in the mind of the consumer, and creating a word association with a product to the name of your company.
For example;
If I said Coffee you might think of Starbucks, or Nescafe
If I said Toothpaste you might think of Colgate
If I said Photopaper you might think of Kodak
If I said Wine you might think of Hardy's
These are all examples of successful branding campaigns, taking place over several years
The products are not unique and all have many competitors, yet you have thought of the names shown above, Why? because the companies Branding campaign has been successful.
Each month I will feature a review on each of the 'Laws of Branding' and how you can adapt your branding to help gain and maintain status and recognition in a crowded marketplace.
Recommended Reading:
The 22 Immutable Laws of Branding - Al Ries and Laura Ries
ISBN: 1-86197-605-4
RRP: £8.99
All articles reproduced with permission from This Is Your Business