Monday, March 28, 2011

What Is Branding?



Brands are built by countless interactions of people with other people--customers, suppliers, dealers, shareholders and communities and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace.

A brand is a work in progress requiring constant vigilance, care and protection. Given the changing needs of the marketplace, brand perceptions can shift, and brand strength can weaken from neglect.

Your brand is your company's most valuable possession. As technologies change and competition grows, the one quality that endures is your brand. So what is a brand? Is it your logo? Is it you tag line? While each helps to deliver your branding message, none alone is your brand.

Your brand is the result of constant reinforcement of a distinctive core benefit that your company or product delivers to your customers.

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MY OBJECTIVE:

To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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