There’s been an awful lot of talk regarding branding. However, for how important something like Business branding seems to be these days, there are many people in the business world that are surprisingly uninformed as to what branding is and how it can help a business.
The first thing to understand is that branding, in it’s simplest form, is the businesses promise to the consumer. Branding is what the consuming public can expect from a business. Regardless of the products or services a business provides, it tells customers what they will get with the products and services a business has to offer. It’s what a business is and how they wish to be perceived.
For example, Apple is known as a trendy high-cost provider of tech equipment. The name is known for cell phones, high-end computers and cutting edge media players. Walmart, on the other hand, is a high-value low cost retailer. They are known for having a wide range of products available. While their focus isn’t on their own products, even though they offer a great many, their focus is on the range of products and the low prices their customers are looking for.
These sorts of characterizations are precisely what people think when they hear Walmart or Apple and they think these things because of successful branding. However, while a successful branding message is essential, it’s only a part of the equation. Another significant issue is delivering that branding message to those most open to hearing it. A company like Walmart, that sells products that virtually everyone needs, may seem like they have the easiest job. However, they’re successful because they reach people that either want or need to save money on clothing, food, toys and electronics. Apple is where they are not just because of the quality of their products but due to their effective way of marketing those products to the tech savvy consumer.
With all that said, if your business hasn’t done much to brand, it may be time to see what this sort of marketing holds for your business. Whether it’s creating a logo, making your branding message a part of every aspect of your business or using promotional items for furthering your brand, the options are limitless, even in a small and seemingly over saturated local market.