Branding and Your Marketing Strategy
As you walk down the halls of the Francis Tuttle Informational Technology building students are wearing shoes with the distinctive swoosh, teachers are carrying coffee travel mugs with a mermaid printed on it, and someone is eating from a golden arches bag. Ah, we’ve been branded and Francis Tuttle marketing students are learning all about it.
So, what is a brand? The American marketing Association defines a brand as a “name, term, sign symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
As marketing students are learning, it is important to understand that branding is not about getting your target market to choose you over the competition, but it is 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 prospects emotionally
- Motivates the buyers
- Concretes user loyalty
A strong brand is invaluable because companies battle for the same customers every day. It’s important to spend time investing in researching, defining and building your brand. Your brand represents you, your company and what you promise your customer.