Background The term "brand" is often used in marketing discussions and it may refer to a company, a product name, or even be a unique identifier such as a logo or trademark. We take this term from the ranching industry of the past when cattle was allowed to roam freely and the cattle mixed with the cattle of other ranchers and it was difficult to distinguish one rancher’s cattle from that of another. All the cattle looked the same and blended together. Another factor that led to the modern branding approach is that crafts people also wanted to establish their mark on their work. They wanted to do it in a way that made their work identifiable only to them. They also did not want to negatively affect the beauty of the work. Craftsmen came to start using their initials or perhaps a symbol, or another unique mark to identify that the work truly came from them and were not copies or imitations. Not too long afterwards, high quality cattle and art became identifiable in consumers’ minds by particular symbols and marks. Consumers would actually seek out certain marks because they associated those marks in their minds with tastier beef, higher quality pottery or furniture, sophisticated artwork, and overall better products. If the producer differentiated their product as superior in the mind of the consumer, then that producer's mark or brand came to represent superiority. This reasoning laid the groundwork for the thinking behind the branding of today. Modern branding concepts are based in the consumer packaged goods industry and the process of branding has come to be much more significant than the act of trying associate identify with a product or company. Modern branding makes a great effort to create an emotional attachment or association to products, services and companies. The branding efforts of today try very hard to create a feeling of involvement, a sense of higher quality or an aura of intangible qualities that surround the brand name, mark, or symbol. The author and speaker Harry Beckwith calls this selling the invisible. It is a powerful concept. If branding is implemented properly then this will have a significant positive impact on the success of the “brand”. So let’s ask an important question. What exactly is the definition of "brand"? Let's cover some definitions first before we get too far into the branding process. What is a brand? If you ask ten marketing professionals or business managers or business owners to define the word "brand", you most likely will get ten different answers. These answers will also most likely have some things in common. Here is a definition that we think works well: A brand is an identifiable entity that makes specific promises of value. In its simplest form, a brand is nothing more and nothing less than the promises of value you or your product make. These promises can be implied or explicitly stated, but none-the-less, value of some type is promised. Here are some additional ideas associated with a brand. Brand image is defined as a person’s (or a consumer’s) perceptions of your product or service or company when they think of your brand. Brand awareness is when people recognize your brand as yours. This does not necessarily mean they prefer your brand (brand preference is an entire topic in itself). This also does not mean that consumers attach a high value to, or associate any superior attributes to your brand. It simply means that they recognize your brand and can identify it under different conditions and associate it with you, your product or your company. Top-of-mind awareness occurs when you ask a person to name brands within a product category and your brand pops up first on the list. When you think about facial tissue, gelatin, and adhesive bandages, do the brands Kleenex®, Jello®, and Band-Aid® come to mind? These brands enjoy strong top-of-mind awareness in their respective categories. So far so good. Brand awareness is very important! Brand awareness is vitally important for all brands. This is why placing your brand on items that can increase the number of times a consumer has a chance to come in contact with your brand is so important. Could you place your logo on a shirt or jacket? If so then this will help your brand to gain exposure. Do your employees wear uniforms that could have your brand proudly displayed? Establishing a Brand You already have at least one brand First of all, you must understand that your company already has a brand. Everyone organization has at least one brand. Your name and who you are is, in fact, your brand. The brand called "you". The issue then is not whether you have a brand; the issue is how well your brand is managed. The Benefits of a Strong Brand Here are just a few benefits you will enjoy when you create a strong brand:
Let the Enchanted Needle help you to gain exposure for your brand. We can place your brand on items that will help to increase the exposure. This will say to people that you believe in your brand . . . that you are proud of your brand and this in tern will give people more confidence in you, your product and your company. Contact the Enchanted Needle to discuss how we can apply your brand to in ways that you will find attractive and affordable. You owe it to your brand and your company to increase the exposure of your brand.
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