For starters, branding is way more than just an iridescent dash of colors (aka logo). It includes everything you do, or claim to do as a business – even if your organization is only about you.
Your brand is the sum total of your customers’ perceptions, notions and experience. It is the face, personality and the values espoused by your business – and everything in between.
More importantly, every single facet of your business – be it your social media profile, the tone of your voicemails or the way you present, market and deliver a service – captures the essence of your branding and sends an implicit message about how much you respect your own business.
Beyond that, your brand represents who you are, what you believe in and how you want to be perceived by your audience. That is why branding is so important to an organization.
What Should Your Brand Accomplish?
Today, game changers have realized that branding can no longer be viewed as a means to lure your prospects to prefer you over competition.
Your mission is to get them to see you as a dependable thought leader/influencer who addresses their needs or problems with panache, candor and hopefully, better than anybody else. Against this overarching theme, your brand must accomplish the following objectives:
Deliver a message clearly and succinctly
Motivate your potential audience to buy or take the next step
Build an emotional connect with your audience
Generate goodwill and loyalty
Reaffirm your credibility
In a market that is now stiflingly competitive, how do you stand out from thousands of similar companies that claim to be as good as you, if not better? The need of the hour is to realize that you’re no longer competing at a local level. With the advancements in online and offline technologies, the entire world is your marketplace, literally.
The proposition that your organization can and should cater to a universal audience clearly implies that your growth potential is only limited by your own imagination. However, the one downside to that is that you need to outdo that much more competition, potentially on a global level.
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