The brand definition
The brand is the total of the value of a company, including services, products, advertising, positioning, people and culture. Effective branding creates trust and respect among customers, employees and stakeholders. Brands provide potential customers with a firm idea of what they are getting, which means that the purchase decision will be more comfortable too.
The advantages of Branding
The most important benefit of developing a great brand, adding exclusivity to your services or products, is that you can only increase sales. If you have earned a trust mark, when the time comes to raise prices (most companies do), your target audience will accept the increase because they will feel that the investment is well worth it. In other words, if your business is based on a strong brand base, you can move on to the next stage without losing the loyalty and confidence of your customers. Also, if you finally encounter a problem due to a service failure or product performance problem, your customers would be more willing to ignore it if your brand’s business model guarantees that you solve the problem. The most important thing to remember is that consumers trust strong brands because they believe in their professionalism and know what to expect from them.
What makes a brand?
Your “Proposition / single point of sale (USP)” is what makes your business stand out from its competitors. The USP is an analysis of what it does and how it does it differently and better than others. In general, a USP can be summarised in a brief slogan that, over time, becomes an easy-to-remember phrase, focusing on how your products for services will benefit the consumer. Once you have created your slogan/slogan that presents the benefits of your brand and applies it to your brand professional identity, you will use it in all your advertising, including your social media platforms. Adopt an innovative approach to develop your brand and do not be afraid to be bold and even a little daring. In other words, create a presence that shows how much you believe in your product or service, in a “bold” way that attracts people’s attention.
You are your brand
It is important to remember that, especially with small businesses, that “you” is the brand. Your person can be an essential asset if you present yourself as a professional passionate about what they offer.
Today, consumers tend towards independent “personality” establishments instead of impersonal international retail chains. Large companies today are trying to imitate independent business models to capture a portion of that market. Genuinely unique and independent companies can take advantage of their single status, attracting consumers looking for something more unique, authentic and even fun, that aligns with their interests and needs.
Build long-term relationships
If you want to build long-term relationships with your customers, do not endeavour to sell what you are offering and raise any expectations that have the potential to generate unfulfilled promises. Instead, build trust with a personal and honest brand, be clear about who you are and what your business offers, being faithful to the values that drive it every day. Being direct with your target audience will help reinforce the character of your business and clearly define what you are offering so that consumers are fully aware of what to expect from your product or service.
The future of the brand
The future of the brand has to do with a fluid interaction with its target audience and show respect for their intelligence by not bored with old content or hard sales. These stipulations come into play with social networks, which is also a marketing practice that smart companies take advantage of. Social networks expand their reach through multiple sources, giving them the opportunity to be in front of a massive audience, sharing their knowledge and experience. In short, social networks are the future when it comes to the brand.
When it comes to the understanding of the importance of the trademark, the most important thing you can do first is to take the time to forge your distinctive brand identity. Always keep in mind that in most cases, better perceptions can sell better products.