The Importance of Branding: What Should a Brand Do?
What Should a Brand Do?
Branding is not just about getting your target market to select you over the competition. It’s also about getting your prospects to see you as the sole provider of a solution to their problem or need. In its essence, branding is a problem-solver. Even Nike’s swish tells the consumer that this sneaker will solve your problem of running too slowly. The swish makes every consumer feel like an athlete.
The objectives that a good brand will achieve include:
- Clearly deliver a message
- Confirm your credibility in the marketplace
- Emotionally connect your target prospects with your product or service
- Motivate the buyer to make a purchase
- Create the magic bullet of user loyalty
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