“People want to express themselves through brands – brands express a person’s personality and the people they like to be with.”
– Jack Trout
Brand management or Branding is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable.
Branding seeks to distinguish your company, product or service from the competition and create a lasting impression in your prospect’s mind.
A good brand name should:
* be easy to pronounce.
* be easy to remember.
* be easy to recognize.
* attract attention.
* suggest product benefits (e.g.: Easy-Off)
* suggest the company or product image.
* distinguish the product’s positioning relative to the competition.
* be attractive.
* stand out among a group of other brands.
Marketing is not a battle of products, it’s a battle of perceptions. The power of a brand lies in what resides in the minds of customers – what they learned, felt, seen, and heard about the brand as a result of their experiences over time.
There are different factors which affect the image of an organization in the customer’s mind; some of these factors are controllable whereas some of the others are beyond our reach. Let us talk about the ones which we can focus on and improve to target the audience in a creative and distinguished manner.
Corporate Identity
The strong Corporate Identity is vital need for any organization irrespective of its size. Even a smaller company with strong corporate identity can beat its strong contenders. In other words, the brand image of any company, business or organization is vital to its success. An organization can generate fresh set of customers through strong corporate identity or industry presence.
In the current changing business scenario, in an era of competition, hi-impact high quality designs, print advertisements and online promotion plays major role for branding and grab the attention of the intended market quickly.
Your company’s website, logo, brochure, catalogue, etc. are different mediums which help in creating a brand image for your organization in the targeted market.
There are several other branding options and ways of enhancing your corporate presence. But the factors mentioned above are the most important among the others. No doubt the business scenario has changed a lot during last few years from manual to automatic transfer of operations. But still your printed material is as important as the online promotions and hence should not be neglected at any case.
