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If you are in the process of a new product or company launch you want to establish a strong brand from the outset of your product or business. Many people do not fully understand what branding is. Basically brands are products that consumers believe in. Brands build consumer trust and potential emotional attachments. These attachments build relationships that will hopefully withstand price wars and transcend competition vying for your customer base. This relationship could also overcome any product or services periodic failing. This can be a business saver during tough times and lapses in management's judgment.
A successful brand is not only well known and trusted, they are loved. They can be a source of pride or a way of life for some brands. To see one of these beloved brands simply take a look around at the t-shirts and bumper stickers around you and ask yourself if these devoted brand followers would ever choose their competitor. This is what your brand is targeting, a deep emotional bond with your customer that transcends the product itself.
A brand can make selling your product much easier in your stores or online. Wouldn't you prefer to buy from a company that you trust? This reassurance allows for much easier sales.
Whatever you may be selling your brand must create awareness of your product or service. Your brand should establish your promise to your customers well before you pitch them your sales proposition.
When making their purchase your brand should speak to the consumer. Your product is what they are looking for, your product is the one that they can trust. This makes the sale a piece of cake, a known brand does not need to take the time to establish themselves.
Being brand-less forces you to plead your case to your consumer base as to why they should choose you over their many other options. While a brand is closing a deal those without a strong brand are still introducing themselves.
If you are purchasing a product or service a known brand will motivate you to find out a bit more. Does it do this or that? Can it work with X or Y? These questions build confidence in the product. Conversely an unknown product will draw questions on reliability and quality.
Brands beat commodities
When selling, you are either a one of a kind item or just as good as any other. There is question that building a marketing success story brands fare much better because brands are chosen for their unique offering. While commodities are very easy to substitute and are often in the consumers mind interchangeable.
Why should you care?
The term "branding" pops up quite often in business today. There are many reasons for this. For one brands equate often to profitiabilty. They also make consumer choice much easier in the marketplace. Awareness of your product or service is also built through branding. Though all of these reasons pale in comparison to the ability to increase your businesses chances at surviving.
Your products brand creates and image that works it way into the minds of consumers and this influences how they think and what the may or may not purchase. It all goes back to that initial promise your brand offered. Your promise to your consumer is their link to you. It's what they remember. A broken promise to your customer can sink your business quickly and indefinitely.