Branding and imaging are synonymous with each other because the goal is to create an impression on the customer base. The projection of an image, a constant, a source of reliance for the satisfaction of one’s wants and needs; this is the power of your brand’s reach.
When a customer trusts you for something, they are far more likely to trust you to satisfy them in some other way. Thus there is an opportunity for growth, diversification, and profit.
Brand Architecture, the Stuff Your Brand is Made of
Your brand has to move people. Building the kind of solid consumer base that can propel you to success will require the execution of your brand’s character in the lives of the customers. Your marketing resources should be geared toward making the brand real for the potential client. Strategic positioning of the brand in organic and welcome settings will allow the consumer to sell your product for you.
A synergy of the market and productive capacity means taking the “pulse” of the consumer base and responding with full mobilization of resources at your disposal, including by working in conjunction with a company like BrandMatters. Your response should apply all appropriate methods from promotional events and advertising to community outreach, or whatever gets your brand in the position to satisfy your customer’s needs.
Create Your Company’s Personality
If you want your brand to be unique in the market, you’ll need it to be backed by great service and great products. Branding isn’t all about name recognition and the image of your logo. Your company will have to retain a positive relationship with its customers, and they must associate satisfaction and usefulness to your brand.
An excellent example of this would be Jeff Bezos’ Amazon, a company with a massive reach throughout the world, and one which has become a household name for its massive supply of products, low prices, and speedy delivery right to the consumer’s doorstep.
Customers have a positive association that they can count on in Amazon, and that is the best brand you could hope for.
Your Logo is a Touchstone in the Market
The invaluable tool for the proliferation of your company’s brand is undoubtedly the logo. If you can coordinate your company’s logo with the underlying value and presence which you want your consumer base to associate your company with then, you will have given the consumer a visual touchstone in the market.
You can build the consumer’s wants right into that combination for a true synergy of loyalty, brand recognition, and grassroots familiarity.
For instance, the Coca-Cola Company has been consistent with the basic structure of their logo for a hundred years. The Coca-Cola Company has successfully merged the influences of its colour scheme and the underlying offering of the company. For Coke, it’s a delicious carbonated sugar rush and a nostalgia for friendship and laughter. Add to that a little caffeine and bright red and white lettering, and you’re a familiar face to the consumer.
Be Consistent in Your Variations
Your brand has to stay interesting to your customers. If your company is known for satisfaction, that’s great, you’ve already made it further than many people. But if satisfaction comes at the cost of variety, it will cease to be satisfied any longer. People indeed love variety, and they love novelty.
Your marketing strategy should aim to pleasantly surprise the customer with new ways that your company is making their lives better, and the reasons why they ought to trust you to make their life better in other ways. The brand should be linked to more than just one thought or feeling in the consumer’s mind, and thereby recognizable and applicable to a wider range of markets.