Take a minute to think about how you shop for yourself. If you think a certain company or product is unethical or intrusive, will you buy it? Along the same lines if you believe a company stands for quality and ethics will you patronize it? If a product stands for social change or public welfare, will you buy it?
Just mulling over these simple questions in your mind will give you an idea of what Branding is all about. When you get your branding right, your clients or customers perceive your business/service/product right. Branding is all about building positive perception for your service or product. There are many aspects to consider in an effective branding exercise. The USP or unique selling point of your brand must be simple, clear and easy to memorise. It is often very difficult to stand out in a crowd of other similar products or services and a good branding exercise should solve this problem first. The promise you make to your customers should come out clearly in the positioning you choose. For this to come about, audience knowledge is important. Your brand must reach your target audience effectively. The storytelling behind your product/service must be engaging and it should have a clear promise or assurance. Consistency is also very important. If your clients perceive a lack of consistency in your business, then the branding exercise will not achieve a positive perception. Another key consideration is authenticity. Your product/service must have authentic backing to remain in the sphere of positive perception.
To sum up, Branding is all about how your clients perceive your product. The key to success lies in the perception of your customers and this must be positive! There should be a uniqueness associated with what you have to offer and this should be backed by a clear promise to your customers. Clients must believe in the value you offer.