April 19, 2024

Business Bib

Business & Finance Blog

Companies Creating a Brand

3 min read

No matter the size, many company owners want to create a brand around their business. A brand refers to the collective impact or lasting impression coming from what is seen, heard, or experienced by customers of the company.

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In branding, companies need to manage the effect that their products or services have on the customer. Let’s take a look at the process of brand creation and what it means for an investor.

Defining the Business and Brand

In order to know what your brand may look like, write down three things that define your business.

List down the unique things that your company does or the specific services that you provide to customers. After wards, boil it down to some catchwords or keywords that will define your brand identity.

Consistency

Your brand should also have the same message and effect on all your customers—across countries and media.

For instance, if you’re a fast food chain with branches around the globe, you want people to know right from the get-go what they will experience inside one branch. The taste of the food should also be consistent.

People will then start knowing what to expect whenever they enter your restaurant. And most people like that.

Differentiation

Successful brands often create a gap between their brand and the competitor’s. In general, companies that belong in the same industry often offer products that are 99.9% identical to non-specialist. But the difference lies in the brand.

In trying to differentiate the brand, the company will have to be better and more reliable than other brands in the industry.

They need to find that small difference between its service or product and the ones that come from their competitors.

Once you find it, hype it up through your marketing campaigns. If the consumer has two identical choices as far as price and quality are concerned, he or she tends to choose the one that is closest and more recognizable.

By differentiating your brand, you convince the customer to choose your brand instead of the competitor’s.

Creativity

Creative ideas and unique messages through creative mediums often enhance the status of a brand. For examples, Apple computers experienced growth in sales in the years 2000 to 2010.

A plethora of factors resulted in this, but the success is largely because they changed their brand to embody creativity.

Emotional Connection

Also, you want people to have connections to your products or services on the emotional level. If the consumers can relate your product or service to a positive time in their experience, you get better chances of building brand loyalty.

At the same time, the connection doesn’t necessarily have to be a positive one. It just needs to be emotional.

For example, insurance companies show the aftermath of disasters like fires and floods. Then, they show their agents consoling people, implying that the insurance company will be present at such times.

In simple words, your brand will endure longer when you find a way to connect to your consumer’s emotional side.

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