A brand is the overall customer emotions based on the relationship that has with your organization or using your products or services. Additionally, each of these relationships and interactions creates a new story in the customer`s mind. For example, if the customer feels that your product is new and creative, this feature of your brand will live in the heart and mind of the customer. In the cases that the product packaging is not appealing enough or even the advertisement do not suit the product, your brand will be perceived as an amateur and unvalued brand. Each interaction between the customer and a brand equals to transfer a message. Representing products or services is the most important interaction with the customer.
Brand refers to a name, term, logo or a unique symbol that differentiates your product or service from others. For example, when you tend to buy a pair of shoes, the first thing that comes to your mind is the name of a unique brand which evokes your emotions and reminds you the features of that brand as well. In order to manage your brand, you should know what your brand message is and assure that all of your interactions are aligned with your message and goal. For example, Walmart chain stores performance is aligned with their slogan “save money, live better” and hence, they always have special offers for customers.
After choosing a suitable brand message, be sure that your customer`s emotions are leading to the correct way. Additionally, the brand message should be consistent, so that customers can distinguish your identity easily and know what can you do for them exactly. The ultimate goal is to represent products and services aligned with the brand`s target in order to convert customers into loyal customers.
Most of the times people do not rely on a single feature for buying a product and other elements like the brand`s background and different kinds of advertisements have impacts on their decision making. For example, a survey conducted in order to compare the popularity of Coca-Cola and Pepsi. In this survey, researchers asked people to try both beverages twice, once aware of the brand`s name and another time without knowing the brand`s name. When people did not know the brand, Pepsi was more popular but when they knew the brand, Coca-Cola was more popular. Branding strategy determines the concept of the product or services.
Brands are like shortcuts which accelerate the buying process. Additionally, successful branding strategies improve the popularity of an organization. Moreover, all members of an organization are affected by the brand. For example, if you do not like a special brand you are unlikely to hire in that organization.
In many cases, companies choose different brands for their different products. Furthermore, these brands include a variety of products with different qualities and prices and have a unique audience. On the other hand, if one of the brands loses its popularity, other brands can still continue their activity and hence, the whole organization would not fail. For example, Unilever company owns different brands like Lipton, Lux, Sunsilk, Signal, Axe, Rexona and Clear. These products are prepared for different demands and tastes and have different ranges of quality and price.
In order to build a brand, branding goals should be based on the mission, vision and values of that organization. Moreover, these goals determine your brand position among your audience and then you should set your brand persona and create content based on that. Each brand can have many customer personas that have its own features however, the brand persona is the general image that you create in the audience`s mind. In addition, the messages of each brand have its own tone of voice. Brand`s tone of voice should be based on the branding goals and target audience. Moreover, visual brand identity includes Logo, website, fonts and colors should be designed according to brand personas. Sometimes, the name of a special brand will remind people of a unique color. For example, Coca-Cola reminds us of the red color.