What Is a Brand and Why Do I Need to Care About It?

Written by Helen
November 18th, 2009

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A brand is simply how people perceive your company. By building your brand, you are building a reputation for your company, your products, and your services.

Why do you need to care about your brand? The answer is self-evident, but I would like to emphasize the importance of a brand when it comes to the power of branding and customers’ view.

• First of all; brands provide value and meaning to customers
• Brands can be an effective way to secure a “sustainable” competitive advantage
• Strong brands improve product or service identification and encourage repeat purchase

Customers are bombarded with thousands of promotional messages each day and you, as a business owner, have limited time to stand out and get noticed. A brand is a set of thoughts and feelings associated with your company and services that can help you to get noticed!

When I say “Telus”, what kind of associations and feelings does this brand evoke? Ok, we are not going to go there today for obvious reasons, but my point is; a brand can be a positive or a negative association with your business, and clearly you don’t want any negative associations with your company.

By providing top-notch services and products you are already making your first steps to create a strong brand. Once you have established your foundation, your next step will be to actually get your brand out there in the crowd by putting your logo on your corporate clothing, or promotional mugs, hats, pens, umbrellas, etc.

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