Building great “Brand Property”
Which image comes in your mind when we talk about the word ‘Brand’?
In today’s competitive world customers have infinite choices and different businesses find different methods to connect with their customers, emotionally in order to sell their products. In the process of connecting with customers, few brands become irreplaceable and create lifelong relationships with their users and at times with the people who are not even their users.
A strong brand always stands out in a densely crowded marketplace. People fall in love with brands, put their trust, and believe in its superiority. How a brand is perceived by its customers affects its success whether it’s a start-up, a nonprofit/government, or a product/service.
One as a business really needs to define itself. Questions like – who are you? Who all should really need to know about your business? How will the customers find and reach you? And most importantly, why should they care about your presence in the market?
Building great Brand Property
Brands are not created by its physical materials but it is made of a well-thought value system to offer something unique as a product or service to its customers keeping in mind that they get the best value on their spending. Your product or service should become a part of their life or maybe one of the reasons they feel happy by using it.
How strongly the employees and the customers believe in a brand weighs heavily on the success of that brand. The brand culture starts from the internal stakeholders and employees and goes out to the marketplace, and gradually customers start to believe in that company. The name of the brand stands and it possesses more value than the business itself. It creates value for the people, for product or service, and for the brand experience which differentiates the business in the market.
The businesses which are in the market for a long time should understand that they have to be relevant in today’s changing world to attract new customers and to continue their legacy. The behaviour of consumers evolves with time and it is important for every brand to understand the socio-economic value of new customers and preserve the core values of the business to keep the brand alive. Change is constant and the aim is not to live forever but to create something which will.
It’s not just the logo mark or typeface which creates a brand, but a deep understanding of the business processes, core values, and ultimate goals that create the foundation of a strong brand. Before the agency, the core team or the founding members should have clarity for their core value system of the business, to create the right branding for the business or product or the service.
When it comes to choosing the right agency there is this misunderstanding among business owners hiring the right agency is very expensive but one should see the cost of choosing a cheaper agency. Just like suitable employees for the showroom, factory, machinery, inventory, or raw materials are important for finishing their tasks, the right kind of branding is needed to achieve the desired goal.
We at Trizone as a brand consultant, emphasize thorough research before starting the project, because research is to see what everybody has seen and to think what nobody else has thought, and keep on rediscovering it, again and again, because that’s the secret sauce for building great sustainable brands.
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