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What’s a “brand”?

There are always hot words in the business world- synergy, lean, six sigma, etc. The big word now: BRAND! What exactly is a brand? A brand is what the customer thinks of when they think of your company. Pepsi: cool, refreshing, blue and red vs Coca-Cola: red and white, family, America. Your brand is all-encompassing. Your logo, website, social media, product design, marketing materials, color scheme, product lines, and employees all reflect your brand. Branding is what separates Pepsi and Coke: These are two companies that make nearly identical products, but have differentiated themselves so well that people self-declare as Team Coke and Team Pepsi.

Branding is one of the most under-utilized strategies for small businesses. Customers expect consistency across all platforms of company interaction- in person, on a website, or on social media. In fact a study by Crowd Spring shows that “90% of consumers expect that their experience with a brand will be similar across all platforms and devices. They expect a seamless transition between web and device-native applications through color, flow, and overall quality.” The same study showed that customers react positively to brands that use consistent color schemes.

Branding doesn’t stop at brand image. There are multiple components to managing a brand, including:

  • The importance of brand messaging
  • The need for developing the brand’s tone
  • How your employees are describing your company to people they meet outside of work
  • How professional your website or marketing collateral appear, and the impact they have on how customers value your brand.

Reuters posted an interesting article, “The 4 Most Likely Reasons Your Business is Failing”, and the number 1 reason was Branding. If you are willing to lower the price of your products to be competitive, you should be willing to invest in your brand.

 

Branding is what we do at CreativEnergy. Check out our Our Services  and then send us an email at info@creativenergynj.com with your branding issues!

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