Daily we all use some of the most famously branded products in the world. Did you check Facebook, or use your I-phone to call the office this morning?
By definition a brand is a “name, term, sign, symbol or design or a combinations of them intended to identify the good and services of one seller or group of sellers and to differentiate them from those of other sellers,” as provided by the American Marketing Association. Whew, that’s a mouthful. In other words, a brand is what you notice or go to when selecting that product.
The word brand or branding has gotten very popular lately in daily conversation. “Branding ourselves”, “keeping our brand”, “continue our brand” can be used whether talking about a celebrity, a tissue or a non-profit service. Nearly everything can have a brand. Understanding branding is to get prospects to see you “first” and “only” when seeking a solution to a need or problem.
Good branding completes several objectives. Branding creates user loyalty. When a consumer needs toothpaste they return to their brand rather than needing to experiment or test others. Branding delivers a clear and concise message quickly. It builds and confirms credibility. While a brand motivates buyers it also connects your product or cause to a target audience emotionally.
Since a brand connects and resides within the minds and hearts of clients and customers you must understand their needs and desires. Not every perception of a product can be influenced by brand. Because a brand is made up of past experiences and perceptions, this will also include the negative background or past action.
In advertising a strong brand is invaluable as the “brand” will speak volumes about a concern or entity way before the consumer actually picks up or identifies with a business. It is a battle for consumers daily.
Research and investigation will prove valuable and necessary prior to any new launch or diversion for the course. Many brands enter our lexicon now as interchangeable with the item. For example, Kleenex is a brand but individuals now use the word interchangeable with the word tissue.

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