Exactly what is a brand? In a marketing context, the noun “brand” is a distinctive mark or character that sets a product, service, person or place apart from other products, services, people, or places. For example, Tide is a brand that is marked by a distinctive name, package and set of product ingredients. Likewise, people like Martha Stewart, or Mick Jagger are brands, whose name and unique personal traits make them distinctive from others. How is a “brand” different from the product or service itself? In essence, if advertising is “getting your name out” then branding is “attaching something to your name.” A brand is the sum of all the mental associations, good and bad, that are triggered by a name. Getting your name out isn't worth much when there's no mental image attached to your name. Why is creating a brand important? These days, customer satisfaction is simply not enough. It will not suffice to have customers that are merely satisfied. Satisfied customers switch, for no good reason, just to try something else. Profit and growth come from customers that can boast about your product or service—the loyal customer. How does branding create this loyal customer? Branding allows a company to differentiate itself from the competition, and in the process, to bond with its customers to create loyalty. A satisfied customer may leave, but a loyal one is much likely to return time and time again. What are the “real-world” advantages and benefits of branding my product or service? Branding creates many benefits for a company. It allows for price premiums, offers the ability to block out the competition, lower customer churn, have greater margins, lower marketing costs, realize higher-than-industry average transactions and visit frequency, reduce sales volatility, offers the ability to attract and keep better customers and employees, creates opportunities for brand extensions and opens the possibility opportunities with like-minded products or services. Can you give me a specific example of how my company's systems and procedures can help the brand create loyalty with my clients/customers? Glad you asked. Here's a practical example:
What is involved in branding my product or service? Branding is not a logo, jingle or tagline, product or positioning. They are representations of the brand, or means to communicate what the brand stands for, but they are not the brand. Branding requires a whole product or service view, from Research & Development to fulfillment. Branding does not exist or operate in a vacuum. OK. You've convinced me that branding is the key to reaching my profit goals. How can ONPOINT Inc. help?ONPOINT Inc. has created a process which helps you determine your customers' perception of both you and your primary competitors. Once we know this, we work with you to create the image you want to reinforce with your customers and clients. Following this process, we create a comprehensive marketing plan, which may include corporate ID pieces (logo, letterhead, envelopes etc.), sales/information pieces, advertisements (print and broadcast), multi-media presentations, and public relations materials and actions (press releases calls to media etc.) Great! How do I contact ONPOINT Inc. about creating a marketing plan which enhances my brand to my primary customers/clients? Contact Les Lovoy, president of ONPOINT Inc. at 205-942-7040 or e-mail him at les@onpointadv.com . He will be very happy to explain how ONPOINT Inc. is uniquely qualified to help your company reach its full branding potential.
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