World Internet Summit Speakers

Branding is a big buzzword, but what exactly does it mean? Simply defined, a brand is the essence and purpose of what your business stands for in the minds of your customers—it is their impression of what they are purchasing—both tangible (physical) and intangible (subtleties and feelings). For example, Reebok produces athletic shoes and apparel, but Reebok also “sells” speed, fitness, power, and style. A Geico Insurance policy covers physical items such as cars and motorcycles, but it also “sells” you peace of mind in case you are involved in an accident.

Branding is the action of conveying your brand to a target market and creating an emotional tie to your unique product or service. Branding attracts, satisfies, and retains customers. Kleenex does this visually through their distinct logo and slogans and by using cute cartoon characters and your average Mom to give credibility to their brand of tissues, especially during cold and flu season.

Branding is the foundation of good marketing—the way you will stand out and be distinguished by your unique capabilities. Branding is also important because it solves a problem for consumers. Branding helps them to select a product or service whose quality, safety, or function cannot be fully determined until after the purchase is made. Branding builds trust and eliminates some risk of the unknown— especially when doing business over the Internet. A brand is not accidental; you must purposely SHOW & TELL your target customers what you want them to know and remember about your unique business.

Without branding, all comparable products and services would simply blend together—every financial institution, insurance agency, chocolate bar, coffee bean, and athletic shoe would be indistinguishable from another—even though in reality huge differences exist in their quality, price, taste, and service. The premise behind branding is simple: if your target market is familiar with your brand and has a favorable impression of it, they are more likely to purchase your products and services. But consumers won’t know what your business is all about unless you tell them! Get help from a marketing professional and you’ll see how branding can lead to more success for your business!

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