SCREENCRAFT

Are you investing in your brand?

Branding – no, not burning your initials into a steers backend but rather the development, maintenance and strengthening of your companies no 1 asset in the eyes of the marketplace – your brand. The brand and the promises it makes should be sound and stable but first you need a brand.

Budget pressure is the enemy of your brand and the desire to do something new and fresh doesn’t always help – the building of your brand requires discipline, consistency and investment but first one little issue – do you have a brand ?

A brand is a customer’s mental point of recall, your brand is your products first and second name, phone number and address all wrapped into one. It’s how people mentally file your product, coca cola = cool drink, Porsche = fast car.

The more a customer understands about your brand, the clearer their understanding is of your product and it’s benefits… and the relationship between themselves and your product.

In the ACT market there are a few companies that successfully manage and project their brand into the marketplace, how can you pick them – it’s easy, we all know them, what they look like, their logos, the corporate colors and even if we don’t like them we can tell you most things about them. This means their brand is an asset, it is worth money, lots of money in some cases, not because (exclusively) their products are good or bad but because their brand has a relationship with the marketplace… and you.

Changing this message or sending mixed signals confuses the marketplace – customers are no longer as sure about their interpretation, their lack of connection may result in another brand becoming more associated with your customer.

Many organisations have now recognised that brand is directly related to their vision, purpose and the proposition that sits at the centre of what they do. The future for branding is most likely a holistic attitude across your entire business, which is the pivotal point and stabilizing anchor in a world that’s characterised by constant change.

The challenge is, on every level to align your creative communications and advertising with your brand and it’s promises.

 

Written by anon, Screencraft

Images courtesy of Best Affiliate Marketing