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Archive for the ‘Branding’ Category

Branding

posted by The Marketing Guy @ 5:37 PM
Thursday, September 12, 2013

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of any of these with the goal of identifying the goods and services of one organization or group of organizations and to differentiate them from those of other organizations.

It makes sense to understand that branding is not about getting your target market to choose you over the competition, but it’s about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target audience emotionally
  • Motivates the target audience to perform an action
  • Concretes loyalty with the target audience / customers

To succeed in branding you must first understand your organization’s goals, and the needs and wants of your customers and prospects. After collecting this information, other research, and going through a variety of processes, you define your brand and all the accompanying elements (mission statement, logo, colors, etc). You then integrate your brand and its strategies through your company at every point of public contact (ie. Website, brochures, advertisements, employees, etc).

Your brand needs to stimulate an emotional response within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. )ie. Nike stimulates emotions on quality and cool factor, McDonalds stimulates emotions on convenient and inexpensive food)

A strong brand is valuable as your battle for customers and sales increases. It’s important to spend time investing in researching, defining, and building your brand because your brand is a message and a promise to your customers. It can make or break your organization.

Contact us to learn more about how we can help you develop or update your brand.


 

 

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Paragon Marketing Services offers offline and online marketing and communications services and related technologies.