“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” Says Scott Talgo, a renown marketing and brand strategist.
There are two important elements in this quote that I would like us to focus on in this article, the mind and the Heart of the customer. We have actually been running this series for new ventures for the last six weeks and in last week article; we emphasized on the importance of branding for all companies, small, big, public or private.
Some of the aspects that should not be overlooked were: Branding starts with the name of the company. Branding is about the corporate identity of the company. Branding is about creating first impressions
For every business and most especially for new ventures; branding is simply one of the important components of their development. A good brand makes a product or service distinctive or unique compared to others in the market. Please pay attention to the following aspects:
Branding is about the feelings and emotions you offer customers
Branding is all about creating positive emotions and feelings in the mind and heart of every single customer who uses your products or services. In fact; a good brand is the one that actually touches the inner hearts of customers. When your products and services actually touch the hearts of your customers; you can be sure they will become your most loyal customers.
A company’s image is not based on its name alone; neither on the sole quality of its products or services. A company’s image is created; and to a large extent; on the combination of thoughts, feelings, beliefs, opinions and visions of customers. It is for this reason that as a new venture owner, you need to make sure that you build “emotional bank accounts” in the minds and hearts of people who try your products and services.
Branding concerns all your marketing messages
Branding concerns all the marketing “messages” a company adopts in creating a permanent and positive reputation. It concerns for instance the slogan or tagline of your company. Choosing a slogan should be given enough thought.
In creating your slogan, use a single, simple, brief, inspirational and memorable sentence that describes your company’s mission. Your tagline can be a powerful branding tool and a highly effective way to boost your brand. In order to be easily remembered; include this message on all your company’s letterhead, correspondence or advertisements.
Branding starts from within
I was recently conducting a training session and when I asked participants what was the vision and mission of their company; I was shocked to realize that none of them knew it. And the funny thing here is that I have actually seen these marketing statements framed and hanged on the walls of this company.
Staff commitment in a brand needs more than just a written vision on the walls. You need to take time and take every employee through an induction program where they understand the essence of the company.
To be true, your employees are the people who can really make your brand grow.
“Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.” says Edwin Artzt. For me the “layers’ and the “core” are consumers who are the main purpose of a strong brand value and this; unfortunately cannot be built in a day.
In next week article, we will continue on some other important aspects of branding that can influence the experiences and perceptions of your customers. So be on the watch.