Branding is the process of using logos, taglines, and marketing to get your product or service to become a household name. We all know how branding works even if we don’t know that we do. But, is branding a plus for your business or a liability? It is definitely an essential part of your business identity.
When you think of certain products, a picture begins to form in your head. Take, for instance, Nike. “Just do it” comes to mind. That is the result of product branding. Now, if you hear a brand name and it conjures up an image of poor customer service the last time you called, that is also a result of branding but a negative one.
The big corporations are so big because their marketing included making their products a household name. They found a product or service that everyone could use and made it indispensable through creative advertising and marketing. Everywhere anyone looked, they saw something that represented the brand so the product was fresh in their mind.
In this world, a new product is developed practically every day. Inventors and businesspeople are looking for the next big “thing” to hit the market. All you have to do is look at companies like Nike, Pepsi, Coca-Cola, and Disney to know that if you can sell one product reliably, others will follow.
People are more likely to buy from you if they can associate your product with a positive brand. When none of the products have a branded reputation, it is a toss-up. Customers could pick you or someone else depending on what kind of mood they are in that day. That is not the kind of business we want to do.
Branding is a total package for any business and that includes small or home-based businesses. Giving poor customer service for a product that people will use does not inspire loyalty. Using a logo that doesn’t really say much about your product won’t steer people to your business, no matter how great a product it might be. Compatibility and consistency are important when it comes to branding.
On the downside, if even one customer gives you a bad report, it could label your brand with a negative name. When using branding the business name, logo, stationery, customer service, marketing tools, and finished product have to coincide with your company’s mission and ideals. Wanting to be known as the “best organic soap on the market” will go down the tubes if you start using additives when demand gets too high.
Branding can be a business’ best friend if done right. Customers will sing your praises to others and business will increase. On the other hand, let a part of the branding strategy get sloppy and it could spell disaster for the product or service and your reputation. Make sure your customer identifies with your branding, it’s essential.
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