What is a Brand?
• Branding is a confusing concept for even seasoned marketers!
• ‘What is a Brand’ might seem like a simple question but it is not.
• If you are confused about your brand, you’ll end up confusing your customers as well.
• There are 5 concepts which define a brand and they are as follows.
The Brand Promise • Your brand is a promise to your consumers. • When a customer buys your product or service – what do they get?
• More than just tangible products and services, a
brand incorporates the feelings that consumers get when they use your products and services.
The Brand Perceptions • Brands are built by consumers, not companies. • How the consumers perceive a brand, defines the brand. • How consumers perceive your brand is important, not how you perceive it.
• Develop consumer perceptions that accurately reflect your brand.
The Brand Expectations • Consumers develop expectations for your brand based on your brand promise.
• When they buy your products or services, they assume their brand expectations will be fulfilled.
• Its important to meet consumer expectations in every
interaction. Otherwise consumers will look for other brands that will meet their expectations every time.
The Brand Persona • Every brand has a persona. Think of your brand as a person.
• From personality to appearance and everything in between, consumers will evaluate and judge your brand persona before they do business with you.
The Brand Elements • Brand is represented by o Intangible elements – Persona, Expectation, Perception & Promise o Tangible elements - Brand logo, packaging, messaging and so on.
• All of these elements must work together to consistently
communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona.
• If one element goes wrong, your entire brand can suffer.
• Brands aren’t built overnight. • Before you can define and live your brand, you need to find the direction that helps you reach your goals.
• Develop a brand that promises the right things to the right people.
THANK YOU!
Develop your brand’s unique essence through our brand building strategy. Get in touch with us today! Visit us - http://www.brandharvest.net/brand_strategy.htm