Earlier this year I touched on the definitions of a brand. After some recent emails and prospective client meetings around the nature of branding I’m inspired to revisit the topic.
The simple truth about branding – A brand is a source of a promise to the consumer. It promises relevant differentiated benefits. Everything an organization does should be focused on enhancing delivery against its brand’s promise. Combining a few different definitions, a brand is the name and symbols that identify:
The source of a relationship with the consumer
The source of a promise to the consumer
The unique source of products and services
The single concept that you own inside the mind of the prospect
The sum total of each customer’s experience with your organization
Leading organizations have discovered that brands are their most valuable asset (along with their people) for a number of reasons.
Strong brands deliver substantial benefits:
Increased revenues and market share
Decreased price sensitivity
Increased customer loyalty
Additional leverage with vendors and retailers (for manufacturers)
Increased profitability
Increased stock price, shareholder value and sale value
Increased clarity of vision
Increased ability to mobilize an organization’s people and focus its activities
Increased ability to expand into new product and service categories
Increased ability to attract and retain high quality employees
Simply put: Build your brand. Win the day.
The Blake Project Can Help: The Brand Positioning Workshop and The Inside Out Branding Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education