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What exactly is a brand and what does it do for your business?
Branding
is one of the most important aspects of any business, large or small,
retail or B2B. An effective brand strategy gives you a major edge in
increasingly competitive markets. But what exactly does "branding"
mean? How does it affect a business like yours?
Simply
put, your brand is your promise to your customer. It tells them what
they can expect from your products and services, and it differentiates
your offering from your competitors'. Your brand is derived from who
you are, who you want to be and who people perceive you to be.
Are
you the innovative maverick in your industry? Or the experienced,
reliable one? Is your product the high-cost, high-quality option, or
the low-cost, high-value option? You can't be both, and you can't be
all things to all people. Who you are should be based to some extent on
who your target customers want and need you to be.
The
foundation of your brand is your logo. Your website, packaging and
promotional materials--all of which should integrate your
logo--communicate your brand.
Branding Badges
