What Do We Mean By Branding?
- Sal-Hiram Balthazar
- Aug 26, 2018
- 3 min read
What Do We Mean By Branding?
If everything is marketing and marketing is everything, then, branding is one of the most significant aspects of marketing. Branding is one of those terminologies that has a variety of definitions. Let's dive into it.
Some people corresponds branding to a logo, others to a product, and to some, it's customer service. However, let's set the record straight and fully establish what is branding.
My definition of branding is simply the promise from business to customer. Whether this promise is "to deliver great customer service" or "producing comfortable shoes", it creates an emotional experience to its ideal customers. Then, it clearly transforms into the customer/client's perceptions about your products, services, or business.
Branding is about becoming unique to your targeted audience. During a meeting, our CEO, Rhyvah Cantave, once asked me if I have ever seen a commercial for Bentley. I paused to think for a brief period of time, then I answered, "No". Firmly she replied, "That's what branding is".
With the value that is attached to a Bentley, there is no need for constant advertising. A brand like Bentley is so well established that only an announcement is needed to generate sales. To maintain its luxurious standards and branding values, Bentley are not mass produced. When you think of a Bentley, you perceive rarity, expensive, class, luxury and royalty. Mass production of such a brand can destroy its value.
Rhyvah's statement stuck with me. It allowed me to further discern a brand as the emotional connection to even someone who's not a customer. Not everybody can buy a Bentley, but trust me, everybody can fantasize about owning or cruising one. So, when a loyal customer recalls your brand, it's stamped with a feeling in his/her mind.
Have you ever thought about it? Everything we experience in terms of our senses does become associated with a memory. Branding is about making sure that when a customer encounters any experience with your product/or services that his/her brain aligns with the aspect that makes you unique.
Tremendously, it is important that your brand aligns with the promise that creates a sense of who you are, what you're selling, and why people would want it. Furthermore, we can perceive this connection as just a feeling, and the goal of branding is to prescribe exactly what that feeling should be. Therefore, creating the belief that there is no other product on the market quite like yours. As long as you deliver your promise, the minds of your ideal customers will remain loyal to this feeling,
Through branding, KZ RPOMO INC works to come up with what this feeling and perception needs to be, and we make sure that we help your brand to maintain its promise. Consequently, there will be interruption or change of perceptions. Once that occurs, you are at risk of losing your connections and your values as a company.
By building an effective brand, you have constructed a colossal marketing platform. In return, an amazing brand allows the sales process to be effortless.
As a business, make sure your brand's promise is your marketing drive because this is what is going to attract your customers. There's a memory correlation to branding, thus, you have to make sure your customers retain the best memory from experiencing your brand. As a business, product and/or service provider, It is your marketing team's responsibility to manage that connection.
If you need any help with branding, please contact us for a free consultation.
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