Branding Marketing is the process of creating a name, symbol or design that identifies and differentiates a product or service from competing ones
As such, branding management and marketing refers to your promise and commitment in front of the customer.
Its what your customers (current and potential ones) can wait and expect from your product or service, what differentiates your proposal from competing ones.
Its a long term procedure that starts from who you are, what and where you want to be and what you want customers to expect from you or to perceive you are and represent.
Apparently, you can't be everywhere and anywhere. You can't be at the high end of the market as a high-quality - low cost option and in the same time to want to reach the down end of the market as a low-cost, low-price but high quality one.
As such branding management and marketing is not depended only to who you are and where you want to be but also who your customers (customers and potentials) are and where they expect you also to be.
- What is your message, is part of your brand strategy.
- Where you plan to advertise, is also part of your brand strategy.
- Your distribution channels are also part of your brand strategy.
- And what you communicate visually and verbally is part of your brand strategy, too.
Consistent, focused and thoroughly strategic branding, creates strong brand equity, strong branding associations and leads to long term consumer loyalty.
Defining Your Brand
Remember, we are leaving in a clustered and highly competitive environments with thousands of offers and competing products available. Your customers (current and non) are not able to process and analyze in details each product available and therefore they have to rely on branding issues by associating what each brands reflect and means to them.
Some of the very important and critical questions that need to be answered prior starting the procedure of defining and branding your product / service are:
- What is your company's strategy?
- What are the benefits and features of your products or services?
- What are the key attributes of your customers that they look when they are about to buy it?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
A lot of research is needed as such. You must be able to define and quantify their needs, habits, decision making process, attributes evaluation.
What you may think that you know about them is not important (and a reason why several brands have failed).
Know exactly what they think and more, follow through steady marketing research any movements or changes on these.