Company Branding Dna
Branding is all about what the customers perceive of your
company. Your brand is the promise that you intend to make to
the customers. The ultimate goal is to spark an emotional
connection in order to create a positive feeling resulting of
loyalty to a specific product from the customers.
Most customers hold true to products they enjoy. It is very
common for a customer to be impressed with a brand and continue
to buy a product based on that brand. You want to create these
feelings of loyalty to bring the customers back for more. This
is the ultimate goal.
Mission and Vision of Your Company
The mission and vision of your company should uphold excellence
in providing a quality product to customers that you care about.
These are statements about your company regarding the ultimate
goals you wish to achieve with in your endeavors. Many companies
focus their vision or mission on their employees while others
extend their mission outward to the customers. There should be a
fine mix here with both.
Many customers do not read into a vision or mission statement
too often. However, that doesn’t mean that you shouldn’t take it
seriously. Your vision and mission are both a part of the
branding process because they define what your company is all
about. These two statements need to be believed and practiced by
employees and all staff of the company.
Benefits and Features of Your Products or Services
A big part of creating a brand for your business is proving to
the customers why your products and services are the best to
buy. Differentiation takes place here but you need to prove the
benefits to the consumers. Determine what the benefits are with
the products you offer, the services you offer, or something
else. Why does the customer benefit when they shop or buy from
you? You will have a very hard time establishing a brand if you
cannot determine the benefits or your products or services.
The features of your products and services are also important
and they go hand in hand with the benefits. The features of a
specific product should provide a benefit. Determine the
features and the ones that stand out from the rest or provide
the biggest benefit may be a target for the marketing campaign.
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