1.0 What is a brand?
Brands can be defined in two ways. First, a brand can be an identity or sign that distinguishes one business from another (through a name or logo, for example). Second, the brand represents the way people think about your business. Brand building helps customers in making decisions, creating a perception of knowledge about what they will buy – before they buy it. Brands are based on three related criteria.
Belief in a business, product, or service does exactly what the customer already believed it would do. For example, a 24-hour convenience store brand could be based on a customer’s belief that the store will be open, any time of the day or night.
The customer’s emotional response to the purchase of a product or service. For example, a clothing retailer can create a brand based on making its customers feel good about what they are wearing, how they look, how well they feel about buying clothes from that store and what is said about them to their coworkers. March 2008)
A brand builds a unique personality for a business, and therefore attracts a defined type of customer. Most importantly, branding is based on consistently rewarding confidence and providing the desired emotional response.
For example, a household cleaning company can successfully build its brand if the customer’s house is always thoroughly cleaned, the owners are confident that they are using the best cleaning company and are happy to return to their freshly cleaned home. Your brand can cover your business as a whole or separate products and services. (Josephine Collins, (March 2008)
When starting your own business, one of your most important concerns is developing the face of your company to the world. This is your brand. This is the name … Read more