The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Objective of Branding:

  • Conjure your message instantly
  • Enhance credibility
  • Prompt an emotional affirmation
  • Motivate the buyer
  • Augment customer loyalty

Barriers of Branding:

If a brand campaign fails to achieve results, consider the following factors that could require specific attention-

  • Product/service quality
  • Competition
  • Bad timing
  • Poor location
  • Lack of demand
  • Poor resonance with target market’s values

A Basic Checklist to Evaluate Your Brand:

Branding can be confusing, so how do you know if your brand is strong enough to give you the internal and external value that you need in your marketing?

  • Does your brand relate to your target audience?  Will they instantly “get it” without too much thought?
  • Does your brand share the uniqueness of what you offer and why it’s important?
  • Does it reflect the brand promise that you are making to who you are targeting as well as to your internal audience?
  • Do your brand clearly reflect the values that you want to represent another as a customer?