In its simplest form, branding is the practice of influencing and controlling a set of associations with a company to help the business’s performance. Done successfully, an organization’s identity will be tied to select attributes—promoting its image or popularity.
While absolute control over a brand is not possible, it can be influenced through deliberate design, advertising, and marketing. By these means, companies can clearly communicate the principles they stand for to target audiences. Considering the power of this practice, it’s crucial that an organization masters the pillars of creating a strong brand to get ahead.
A strong brand adds value to your product.
It differentiates you from competitors by helping you achieve recognition and clarifies expectations for customers. The key is in highlighting the contrast between what you can offer and what already exists in the market.
Effective branding elevates a product or organization by adding unique character and promise. In crafting an emotional resonance, the brand forms a lasting image in the minds of consumers.
For example, Coca-Cola places emphasis on the lifestyle it associates with its drink. In its advertisem*nts, purchasing co*ke is described as adopting an experience — it’s an act that brings family and friends together, encourages sharing, and brings happiness. By placing the distinction on an emotional state of being, Coca-Cola ensures that the brand is universal, comprehended across all cultures and languages.
A strong brand is capable of building loyalty towards your product.
People love to tell others about the brands they like; it generates referrals. Additionally, people generally tend to do business with companies they’re more familiar with. If your…
