Its The Identity that Matters In Every Aspect & Brands are Not an Exception

by Sunanda K. Chavan on Saturday 12 February 2011, 5:41 PM | Category: Marketing| View: 2580 views

Its The Identity that Matters In Every Aspect & Brands are Not an Exception 



If marketing with integrity is at the core of your business, you can develop branding strategies that are customer focused built on your values. The main part of anything is what customers experience about the product actual use. Competitive pricing, quality return policy and programs to generate customer loyalty all add up to effective customer service. Running business ethically required taking feedback from consumer's efficiently handing customer complaints and truth in advertising, your brand's essence is based on the promises made with the initial branding. Visual branding both online and offline branding is built on your use of logos, banners, tag lines, packaging, business cards, advertising and direct marketing tools. Brand's promise and personality is effective if customers can mentally connect your logo with your business. A trademark also protects your business in the long run. Building your brand with a trademark occurs when you convey you are a serious contender for their business. A small business's logo should make the prospect react emotionally to your company, pulling the right people toward working with you and pushing the wrong people away. A service business can only thrive when you are able to develop strong professional relationships with your customers. Unless you're a big company selling a mass-market product, designing a logo that everyone loves is not necessary, nor even in your best interests. Customer loyalty and word of mouth recommendations come from customers impressed with your product, service and the way they were treated by you and your team. Investment bankers often use branding strategies that convey steady, mature, serious and bottom line thinking because those are what their potential customers seek. Although sensory branding occurs after you make the sale, sharing customer testimonials that relate their own total experience with your product or services will help get the first sale. When their own experience closely matches the testimonials, the branding will be further deepened for them. Because branding helps customers make a choice, deep positive branding is your goal. Don't misunderstand: not everyone should love, or even necessarily understand, your logo and marketing materials. If your designs truly take your clients' tastes into account, are tested and approved by your ideal clients, and make people react in an emotionally positive way to your company, then those designs will be more than just a pretty pieces: they will help you to talk to the right customers, to connect with them, and, ultimately, to grow your business. Brand identity is extremely important to your business's success; many business owners have misconceptions about brand identities that can damage their businesses. In our last Branding Myths article, we talked about three of the top misconceptions that small business people have about creating their brand identities. Here, we'll discuss four more myths. When getting into brand building and developing brand identity, determining brand differentiation and things that stand out in your brand should get highlighted. Mix and match of symbols logo's and tag lines; You can observe this shift in thinking from a historical perspective. Over the past fifty years the mentality/approach of companies has progressively evolved in several stages:

Product based

Sales based

Market based

Marketing based

(Brand) identity based

Corporate identity is concerned with the visual aspects of a company's presence. Undertaking corporate identity exercises usually includes modernizing visual image in terms of logo, design, and collaterals.  Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard. The characterization of the brand's aesthetic effectively transmitted the message of a brand that was faithful to its roots and with a strong desire for. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors.


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