Understanding the Importance of Branding and Corporate Identity…
What really is a brand?
1- A brand, plainly stated, is an impression. It’s the impression in the consumer’s mind of a company’s total personality,including its real and imaginary qualities as well as its shortcomings.
2- Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers’ experience.
3- A Brand is the mental snapshot and emotional response that springs up at the mention of a company’s name. A psychological judgment that continually changes with the firms messages, circumstances, images and performance.
4- Perception is not always reality, but it is the perception that counts. Whatever signals a company sends out translates to how it is perceived.
5- Brand image is fluid and can change overnight from positive to negative to neutral. Large firms use various advertising or public relations tactics to enhance their image in order to improve their desirability in the marketplace.
6- Brand positioning is the core message that differentiates your product from everything else.
7- A unique product identity strengthens the market’s perception of your product and in turn, reinforces your company’s overall positioning.
8- In today’s marketplace, word of mouth means, word of blog, word of facebook, word of forums, word of twitter, word of text, etc. etc. Good news travels fast, but bad news travels faster. Your success lies strongly in the hands of the consumer, and your consistent brand message is is the key to winning and holding on to them.
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