As any business owner would know, marketing is vital to the success of a business. If no one knows about a company or like their products, then very few people will patron it and the business will fail. To prevent this from happening, you should develop your company’s brand name—this will do wonders. What exactly is a brand name though? Understanding what a brand is will better equip you in using it to the fullest, increasing your chances of succeeding in your venture.
What’s in a Brand
The term ‘brand name’ is often used by marketing and business professionals, but understanding what it means goes deeper than just the term. Most people think that a brand is simply the name of the company and a catchy phrase or jingle that goes with it. However, a true brand is so much more than this.
A company’s brand is the essence of what it stands for and what it does. It is the complete personality and image of the company that people will look at to know what the company is truly about. This includes associated values, behaviours towards both customers and employees, quality of products and all of the marketing hype that the company generates. Because a brand essentially is a company in the eyes of the people, you can see why it is so important to develop one that is not only likeable, but respected and remarkable as well.
How exactly do you develop a brand for your company then? Using certain marketing techniques, you can promote your business in such a way that over time, people can easily identify your brand amongst your competitors. This takes time and effort, but with the right tactics, a desirable image can be developed and will easily pay itself off.
The first thing to keep in mind when developing your brand is to stand out from the competition. Not only is it illegal to steal another company’s identity, which includes copyrighted brands and image, but it would be foolish. If you only aim to copy the components of another company, even a successful one, people will be able to notice this. You will either be criticised by your prospects or they will associate your company to the original—you lose either way.
Repetition Leads to Retention
One of the most useful things you can do to develop a brand is to repeat it over and over again. In the marketing world, there is no such thing as beating a dead horse. The more times that a person hears your jingle, sees your logo or reads your message, he or she is reminded of the company. Since developing a brand takes time, use that time to repeat what you intend to present many times over.
This can be done through television or newspaper ads, but promotional products also play a major role in this. If a company’s image is presented on hats, magnets, pens, tote bags or banners many times within the day, the impact will be greater.
When repeating your image however, remember to be consistent. If you send out mixed signals, the brand will be jumbled in people’s minds. Keep the logo the same and the slogan consistent. For sure, your clients will remember your company and your products over the years.
Branding is Key
Once you know what brand you want to present, stick with it and don’t loosen up. Don’t water down your message because you think it will make you more popular. Stick with what the company truly believes in and you won’t have to worry about getting caught up in a backlash or lies.
By the same token however, it is ok for the image of the company to evolve to fit changing times. While the essence of it should definitely be the same, the face of the brand can change slightly to reflect the current era.
Developing a brand, including what it stands for and how it presents itself, is very important for marketing a company. If you can develop a strong brand, people will recognise your company through it and loyalty and popularity will grow, as well as your business. Making your image unique and maximising its exposure through repetition are useful techniques for developing your brand.
To learn more about the role of promotional products and how to develop a brand for your Perth company, please call us on (08) 92444 111.