“Identity is cause;
brand is effect.”
Branding should both precede and underlie any marketing effort. Branding is not push, but pull, it is the expression of the essential truth or value of an organisation, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.
A brand will help encourage someone to buy a product or service and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
Branding is as vital to the success of a business or nonprofit organisation as having financial coherence, a vision for the future, or quality employees.
Does branding have a cost?
It is the essential foundation for a successful operation. So yes, it’s a cost centre, like good employees, financial experts, and business or organisational innovators. They are cost centres, but what is REALLY costly, is not having them, or to have substandard ones.
10 Tips to Help You Build and Grow a Brand
Define your brand
Have great products and services
Build a personality behind the product
Get your name and logo right
Tone of voice
Build community around what you do
Be an advocate for your business – not just a salesman
Have a Value Proposition
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