When people refer to branding, they are usually referring to the emotional connection associated with the business. The best branding efforts can yield a sense of trust, sincerity, love, and most importantly, customer loyalty.
The way a prospective or existing customer thinks about your brand is the deciding factor on whether they will even purchase from you. Unfortunately, your “branding” is whatever the consumer decides to think of you as a company, whether or not that is a bad or good thing.
For any growing and developing business, the main focus of branding is to persuade customers over to your products and services. For example, when you walk into a supermarket, you have the choice of buying more than 50,000 brands, yet you choose your favorite dozen or so items, but why?
This is the connection that a brand makes in helping you emotionally and rationally connect with your decision-making process. You bought those items because you trusted the brand, you used the product before, or simply because you’re wanting to try something new and the product looks awesome.
Being unique, consistent, reliable and strong are the main aspects of building a successful brand. If a customer can’t grasp what your product or services is really about, then they will most likely evade interacting with it and therefore pursue another brand that they are familiar with.
Successful brands are visceral and powerful. They determine the feeling which they want the consumers to adopt and experience. They know it’s the unconscious processing, mental associations, and emotional stories which drives their brand. To grow your brand, you should be clear about your organization’s goals, ambitions and capabilities.
Having a strong branding strategy will lead to creating new emotional ties, and above all, returning customers over and over again.
(Pictured is the popular Budweiser Superbowl Commercial)