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Get Your Name Known: The Importance Of Branding

by Amanda Walters

As any business owner knows, to be a success within an industry they need to make their name known. Consumers, clients and competitors need to be aware of the name, the products and services and the message, which the company is attempting to deliver. Making your company known is not the sole intention, a brand needs to be built around the services that the business offers to allow the consumer to associate them with a certain purpose, they need to be able to identify the brand, the things which it offers whether it is products or services and know that they are able to turn to this company to meet a certain need, a reputable company that will be chosen over its competitors.

Products have life spans that brands will always outlive, new products and services are always a consideration but a strong brand will secure the future of a company. Visual aids, advertising, word of mouth are all areas which companies depend on to build their brand and to allow the consumer to identify with a company and differentiate between it and its competition. There are companies dedicated to supporting the idea of brand recognition and with visual aids being one of the strongest forms of identification someone like Total Displays will aid the process and strengthen the strategy.

Audience identification is essential when brand building, the ability to pinpoint the exact audience that needs to be targeted will allow a strategic marketing plan to be developed around the wants, needs and interests of the type of people that will be utilising your company.

The perfect brand is able to deliver the following for its consumers to ensure it is a competitive force within its market place:

1) Clear Message: A brand needs to have a message, which is delivered to its customer base so they are aware of its purpose and its intentions and the way in which it appeals to them. They need to understand why they would use the company and how and most importantly what they will achieve from it.

2) Credible and Reputable: Reputation is essential. A bad reputation could easily see the end of a business, customers will be reluctant to use the services on offer and it will not be considered a credible source to fulfil a certain need. Damage control is possible but it can take some time to heal. Constant good reviews are the backbone of a company.

3) Buyer Motivation: The consumer needs to be motivated to use the company, encouraged to use something which will meet their needs. They will not choose a company for any other reason then it works in their favour and regular reminders are needed that a company is still there to ensure a customer chooses it.

4) User Loyalty: Why should a consumer continue just to use one company each time? They have no reason too unless they have received good service, the best products, a good experience when using the brand. This will keep a customer making regular returns to the company and even help develop and support a good reputation.

5) Recognition: A consumer needs to be able to identify a company, its purpose and the brand from things such as promotions, theme tunes, adverts and slogans. Once a brand is recognised, it will be utilised as the concept of a well known brand being considered reputable is common place.

A strong brand will help in the regular fight for custom, success, popularity and ultimately financial gain. Tools need to be used to create the association between a brand and its consumer and to allow the client base to effectively use the services which are on offer.

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