Why Branding?

Persistent promotion of your brand can create various levels of Brand Familiarity such as:-

Brand Recognition is when target customers remember having seen or heard of the brand. This is critically important, basic prospect education for new companies, products or services.

Brand Preference is when target customers will choose the brand out of habit or past experience. If your customers are satisfied with the products or services, they will buy your brand again if available.

Brand Insistence is when target customers insist upon a product and would be willing to search extensively for it. Your customer is so satisfied that your competitors don't have a chance to take the business away from you (competitive insulation).

Brand Advocacy is when the satisfied customer tells everyone whom they know how great your product or service is. They become your best salesperson.

Tap Your Idea!

If you think of a brand, what comes to mind? Coca Cola, Virgin, Hertz, Orange, Dell, Windows? It’s easy to think of branding as being for the big boys with big bucks. But that’s not to say that only large corporates can play the branding game. Small companies really should be able to build strong brands too. They have every reason to be close to their market, to understand it well and to build the relationship that’s at the heart of every brand. But all too often, smaller businesses fail to take advantage of the opportunities that branding offers because of preconceptions about what branding really is.

Brand Your Business

Brand Your Business


A good brand name can make a big difference in your success. Your brand name may be the single most important decision you can make about your company, product or service name. Branding is Advantageous because it...
  • Creates an Image or Personality. A brand name can project an expectation of its performance and an emotion or feeling about the Business or Products.
  • Help Segment Markets. Virtually identical products could be sold in different distribution channels under different brand names and positioning.
  • Makes Purchasing Easier. Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality. After making a satisfactory brand decision for the first time, customers are likely to make repeat purchases without major reconsideration. Therefore, a good brand speeds up shopping. A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. 
  • May Develop a Customer Franchise. Achieving brand loyalty among your customers will protect you from competition and give you greater control over your marketing mix. If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.

Brand name selection is still an art, but there are a number of general rules that should be observed. Your brand should help communicate something important about your product or service – like its core concept or reason for being. It should be short, memorable, pronounceable and distinguishable from competition. If you are involved in exporting, you need to be concerned with its foreign meaning (many firms have been embarrassed on this one). Once you have a great brand name, branding can make your promotion more effective and efficient.


Should you Brand Your Product or Service? Yes!


Are your products or services properly branded for success? Maybe! Think about it. 

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