We find ourselves harping on about the importance of brand to our clients, but have really given it little more attention that we would a corporate identity. However after much scratching about have I come up with this rather succinct description, that nails its role and the positive consequences if executed perfectly.
However as often the case easier said than done I’m afraid, particular for a small business and with the absence of a multi million pound budget!!
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
· Delivers the message clearly
· Confirms your credibility
· Connects your target prospects emotionally
· Motivates the buyer
· Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
What Print Hut try to portray through our branding is an accessible printing business that moves fast and free from jargon. A printing company that can respond to the language and moods of our target customers of Micro and small businesses who have no understanding of the printed word, but who want the greatest return from it!!
Think we are getting there….
Member since: 26th June 2012
I am married to Wayne and a busy mum of 2 active boys aged 10 & 7 who both now attend Crosshall school and they keep me busy with all their different hobbies.
I currently work at PrintHut.co.uk®,...