Branding Marketing Strategy

Brands create consumer trust and emotional attachments. As a result, they foster relationships between consumers and products that withstand pricing wars, transcend offers from new competitors, and even overcome rare lapses in product or service excellence.

Great brands aren’t just known and trusted. They’re loved.

For examples of brands that enjoy strong bonds with customers, the next time you’re stuck in traffic, look at the logos posted in the windows of the cars around you. Each time you see a logo decal, try to think of that brand’s chief competitor. Then ask yourself “What’s the chance that a buyer of the competing brand would ‘wear’ the brand’s logo with such pride?” Only brands that strike deep emotional chords with customers make their way into hearts, minds, and car windows! Chapters 13 and 14 provide a playbook on how to develop a contingent of brand enthusiasts inside and outside your organization.

As you develop your brand and it gains strength and loyalty in your market area, look forward to reaping the following benefits.

Many people think that the logo is the brand, but, in fact, the logo is just one representation of the brand. Your brand isn’t how you look or what you say or even what you sell. Your brand is what people believe you stand for. For example:

Your brand lives in consumer minds, so branding is the process of developing consumer beliefs and perceptions that are accurate and in alignment with what you want your brand to be.