Branding Your Business
By: Darren Yang
As a child, I was always attracted to colorful commercials while sitting in front of the television. Gradually, I payed more attention to the advertising in my spare time. Successful and high profile advertising is always accompanying with a distinctive brand. So, being aware of the power of branding has been more and more important.
In a fast-paced modern market, integrated branding can easily help you to be identifiable. Regardless of an individual or a business, the brand includes the name, symbol, logo, etc., which represents a unique value of products or services to your target audience. The brand can highlight your own things and help to distinguish you from others. Not only can it drive your direction of strategy, but also it is an opportunity for showing what you can offer and why you are the better choice for customers or clients.
Branding Brings More Customers
A good brand helps to increase your business. Strong branding means that consumers have a positive impression of your company. Assuming the familiarity and good use with your products or services, consumers will trust your brand and you can build a bridge of loyalty with them, which is also called brand loyalty. Once the brand loyalty is formed, it will be continual and the most effective advertising technique. For your competitors, breaking the brand loyalty bridge is very difficult.
Think of the Brand as Assets
David Aaker said that a brand is the face of a business strategy. There are numbers of methods to display your brand to the public, such as launching an ad campaign, improving consumer services, maintaining the image and other similar tasks. But if you treat the brand as assets, its functions would be extended and broader. The strategic and visionary brand management can link your current business situation with further development. A strong brand can bring more value to your business.
Start with A Brand Vision
To understand customers, you also need to create your brand vision, which is a jointed description of the image of your brand. A good brand must catch customers eyes at first glance and then let them recognize that your brand stands for some value of your business. The process of developing a brand vision is divided into context and strategy. The context including in-depth analysis like research on target audience and competitors. And the strategic process may include the investment plan, brand proposition, etc.
Cited: Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. New York: Morgan James Publishing.