What Is Branding, what is the benefits of Brand ?
What Is Branding- Brand is probably one of the most misinterpreted and yet one of the most familiar tools in the tycoon’s tool kit. We all seem to know a brand when we see one, but we are often at a loss to define what it is, why you need one and how it works. This article will endeavour to response these questions.
What is a brand
Branding is an exercise in perception management. It’s about handling the gap between how you are apparent and how you want to be perceived. Whether you are racing investors or customers, the image people have of you is either a door opener or a wall, no matter how true it may actually be. So, you need to consciously create and achieve it.
But copy is not all there is to it. You must live up to the image you wish to scheme. Anyone who has had a negative experience with a brand they once supposed and trusted, or with a new brand that promised one thing and transported another, knows that actions always speak louder than words. So, a product is also about managing the gap between what it says (the brand image) and what it does (the brand experience). Or, said another way, it’s about managing the gap between perception and reality—how you manage the reality drives the awareness.
Why you need a brand
It was not until the 19th century, when automation was beginning to produce a surplus of goods that needed to be sold if their makers wanted to stay in corporate, that we started to use the word “brands.”
The overflow of innovation unleashed by the acceleration of technological change in the 21st century has produced an exponentially greater surplus of ideas, services, apps, products and brands than the Industrial Rebellion ever did. To give you an idea of the sheer number of brands rival for our attention in a typical emerging group, let’s look at the marketing automation space.
How a brand works
Brands do not just chance. They are built. And they are built on a planned foundation.
The kinds of strategic enquiries you ask yourself when defining your brand are very similar to the kinds of questions you would ask in any other form of strategy making. Why are you in commercial? What business are you in? Who are your clients? What problems are you resolution for them that haven’t yet been resolved? What emotional and normal needs are you fulfilling for them? What is your value proposition? Why should they believe you? What makes you different?
If you have already asked these queries as part of your business plan, then you are off to a great jump.
But no matter how you answered them, or how well those answers are spoken, a brand strategy is a valuable framework for organizing them. It acts as a guide for managing the gaps between perception and reality, messaging and experience, and the business strategy and its performance. If you haven’t asked these questions, the process of strategic branding is a faultless place to start.