SMART BUSINESS SERIES - BRANDING IS MAKING A PROMISE

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Posted on 14, July 2016 10:14:22 in the category SMART BUSINESS SERIES
Views: 1563
LastModified: 14, July 2016 13:53:14

SMART BUSINESS SERIES - BRANDING IS MAKING A PROMISE


Many today in business a desperately converting their products and services into brands. They are differentiating and creating unique identification for their products and services. They use packaging, colours, communication, advertising and imagery to create a mental picture of their products in the mind of their target audience so as to drive and enjoy recall, preference and patronage.

Branding essentially makes a product stand out, amongst competing options. However, branding beyond how you see it, is putting your offering in the spot light, calling attention to yourself. The danger in this is, if I'm attracted by your packaging and communication and I buy your brand and unfortunately find your product disappointing, I'll never repeat that purchase. Your branding will subsequently help me recognise your product on the shelf and avoid it. If your product is not excellent, or you can't sustain excellence, branding becomes dangerous to your business. Branding will begin to work against you.

Branding is beyond creating a differentiation and an identity for your product, it's about keeping a promise.

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