There’s a difference between the Brand and the Business?
The term brand does not refer to a business or its products and services, instead, it refers to the ‘personality’ and ‘Goodwill’ of a business. The perceived attitudes, values and aspirations of the business by the consumer.
“A product is something made in a factory; a brand is something bought by a consumer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a brand is timeless”.Stephen King, WPP
A brand is an experience that enables consumers to differentiate between businesses or products in the same market.
This may be communications that resonate with the consumer, a superior product, or the perception that brands enable a prejudice of the individual by society.
Ultimately branding happens to brands whether they want it to or not. Because of this, the most successful brands must be in control of their branding by having a strong voice, vision, values and message that resonate with consumers. These must be obvious in all actions that the company do In order to be consistent and consolidate the brand’s values and message with the consumer to create an emotional bond and attachment to the brand. Effective branding gives the brand a personality in the eyes of the consumer, this can be manipulated through various means, product quality, marketing communications, and how brand conducts business. The worst thing a brand can do is let the consumer make their own mind up about the brand, as this will create a difficult to break opinion.
This is where we can help, with our expertise and knowledge of brand management and brand development we can bring to life the personality and message you want your brand to communicate to your target market. Get in touch today, click the link below!
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