Branding is about building relationships that last
Today, organizations are paying more attention to branding and recognition as they realize that strong brands improve business. However, there are still misunderstandings about branding.
Branding is commonly perceived just merely an aesthetic and superficial undertaking that involves a lot of money or it is just logo or slogan for a named product or service.
Branding should be more than these.
Branding is about building relationships, trust and credibility and the process of defining that promise and meaning between the customers and the brand owner. It should enhance customers' experience aesthetically and psychologically. It is not a once-off event but a continuous development process that expresses the brand values, insight and ideas and fulfills customer expectations more fully. It is an investment in the organization's future.
When we understand that our brands are made up of all of the touch-points - which include visual and voice - our customers experience, we will see that doing all the things every day consistently with an understanding of our brands will effectively and efficiently build what people think of our brands.
An orange...is an orange...is an orange. Unless, of course, that orange happens to be a Sunkist, a name 80% of consumers know and trust. ~ Russell L. Hanlin, CEO. Sunkist Growers
Article source: LITHOSPARK
Article Source: Messaggiamo.Com
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