Got Branding?

What is Branding?

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

Branding is about getting potential customers to see you as the only choice for your product or service. Branding is not about making sure that they choose you over the competition. Think about the Golden Arches™. How many small kiddos know when they see that big yellow sign start salivating for the yummiest French fries in town? They don’t even have to know the name of the company, although most of them do. And how many people ask for Advil™ when what they need is ibuprofen for their headache? What about Kleenex? We don’t ask for “tissues”, we ask for a Kleenex™. These are all great examples of what branding can do for your business.

Does your company branding invoke this kind of imagery? Or does your company even have a brand image?

Your brand should deliver a clear message to your prospective customers, while connecting with them emotionally. It should also motivate customers, keep your business on their mind, and create loyalty.

A good brand and image takes research, planning, and an understanding of what your potential customers want and need. And it should be integrated into every point of contact with your customers and potential customers. Everything from your letterhead to your invoices to your advertising to your people reflects your brand and what image you want to reflect.
With a well-thought out branding strategy that is implemented into all of your potential points of contact with your customers, your business will become the choice for your product or service.

Schedule your Image Consultation today with NexStep Innovations LLC, and let us help you become the leader in your industry.