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Establish Your Brand

A “brand” is the identity of your product or service – it’s what makes your product or service what it is, and what differentiates you from your competitors.

Your brand is your business’s most valuable asset, because in most cases consumers see your company and your brand as one in the same.

A strong brand will:

  • Deliver your company message clearly
  • Establish your credibility
  • Impact your target customers on an emotional level
  • Motivate buyers
  • Secure customer loyalty

The Importance of Branding

Your brand is your product’s personality – it’s how your customers see you. Effective branding can dramatically increase your sales, both of your main product and of other products associated with your brand.

To establish a strong brand, you need to understand the wants and needs of your target customers.

One element of your brand is the psychological aspect: how people associate with your brand based on their feelings, thoughts, perceptions, experiences, beliefs, etc.

Another brand element is experiential: how people make contact with your brand. All points of contact consumers have with your brand form the “brand experience.”

Good branding strategies work to align how consumers perceive a brand with what a brand can actually deliver. Proper branding should create the impression that the product or service possesses certain characteristics that make it special or unique.

This is what makes a strong brand image so important to advertisers – in order to advertise effectively, you have to clearly define and establish your brand.

Establishing a Strong Brand

To establish an effective brand, you need to consider three things:

  1. The customer perspective
  2. The internal perspective
  3. The marketplace perspective

1. The Customer Perspective

To know what will resonate with your target customers, you need to get inside their heads. You need to learn what’s important to them: what they want, what they fear, what they need.

The better you understand your customers, the easier it will be to craft a brand message that appeals to and attracts them.

2. The Internal Perspective

This refers to the philosophy behind your brand. How does your brand create value? What makes your brand unique? What is your vision for the brand?

In order to create a brand that consumers want to engage with, you have to create a genuine, trustworthy brand identity. That means you need to think about why you created your brand, what your goals are, and what you want your brand message to convey to your customers.

3. The Marketplace Perspective

Only one brand can dominate a specific position in your market. In order to set your brand up for success, you need to assess how your competitors position themselves in the marketplace.

Figure out how they differentiate themselves by reading their slogans and tag lines, their About Us pages, and their blogs. Check out their social media to see what approach they take with their followers. Then, figure out how you can establish your own unique brand identity within your marketplace.

To help clearly define your brand, answer the following questions:

  • What products and services do you offer? Define their qualities.
  • What are your company’s core values?
  • What is your company’s mission?
  • What does your company specialize in?
  • Who is your target market?
  • What is your company’s tagline?

Why You Need a Logo

Your logo is an image that consumers will use to identify with your company – it’s a visual trademark of your brand.

The logo also helps build your company image because it gives the look and feel of a fully developed company that many consumers are looking for, which helps to establish trust among your consumers.

A good logo will inspire instant brand recognition among your target market, which is why it’s so important to develop a strong logo for your brand.

Craft an Effective Slogan / Tagline

The use of the tagline will help to familiarize the general public with your business and increase your brand awareness. The tagline of a company should never change, it creates consistency that the consumer can remember. Your tagline should also emphasize your goals for the service or product.

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