Building a strong brand
“Owning and being a strong brand is part of a differentiation strategy for growth. A strong brand creates brand equity and creates long-term and sustainable competitive barriers to entry” – that is your business case for investing in brand building.
Building brand awareness takes time but can provide some of the biggest competitive advantages. Firstly, brand awareness creates and provides a customer with a sense of familiarity which people like and can help to improve the buying process. Name and brand awareness can signal to a potential customer a commitment e.g. you are not going to sell me a bad product as you have a good reputation to lose. “People do not choose Brand A over Brand B because they think Brand is better, but because they are more certain that it is good” One of the most important things to remember, with all branding and communications is to be consistent. Being consistent in your communications is undervalued but adds so much long-term weight. You might have seen your branding and brand messages again and again, but your potential customer might not have. Branding is not something you can just add, branding for companies, products, services and now people is essential to their success and existence.
The Corporate Brand
In highly competitive markets both for customers and talent, corporate branding can help businesses explain themselves. Once the branding frameworks are laid down you have a latticework to hang your ideas from.