Marketing is used to identify your customer, satisfy your customer, and keep your customer. Marketing is defined by “the activity, the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.
BRAND DEVELOPMENT: A part of Marketing is establishing your company within a marketplace; i.e., “branding”. Your brand is more than your logo, your name or a slogan — it’s the entire experience your prospects and customers have with your company, product or service. It’s what you stand for and the personality your company conveys in the market place.
And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market. It is the images you convey; the messages you deliver on your Web site, in your proposals and advertising campaigns. It is the way your employees interact with customers. And, it is a customer’s opinion of you versus your competition.
In simple terms, “Branding is the promise that you make to your customer”. It is a strategy that allows you to differentiate the products and services you sell from other products or services offered by competitors designed to satisfy the same needs.
WHY IS IT IMPORTANT? Branding is extremely importance to firms producing goods and services wishing to gain an advantage over competitors. It differentiates you from your competition. As competition within industries intensifies, maintaining a powerful brand allows a firm’s products to gain prominence. It defines your target market and provides a method to communicate product attributes and benefits in a targeted manner carving out a messaging niche that will resonate with your target audience and create loyal customers. Company branding and a great marketing strategy helps to strengthen the relationship with your customer with every point of brand contact; every time an opportunity presents itself. Your brand consistently and repeatedly tells your prospects and customers why they should buy from you.
Whether your product is new to the market, reformulated to capture an unmet need or repositioned to reach new markets, consistent branded advertising using today’s advanced technologies can give your brand a competitive advantage. At EricksonGroce|Agency, we specialize in this. EricksonGroce|Agency will determine your competitive advantages and express these superior benefits to customers through aggressive and unique marketing plans that work!