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Branding Your Business
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Posted On :
Dec-17-2011
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Article Word Count :
482
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There are six key factors which must be considered when creating a successful brand. This article looks at these areas, which include understanding your customers, believing in your brand’s message, creating a personality and having a strong sense of future vision.
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Brand management is never simply a logo but rather a combination of six elements that combine to form the foundation for a company’s communications, whether verbal, written or graphical. Considering the following six points will help provide a focused, simple and effective message to customers.
1. Brand Insight
Brand Insight represents the existing brand associations of a company in the mind of customers. Understanding Brand Insight allows businesses to alter their branding to increase brand loyalty and appeal to more customers.
2. Reasons to Believe
Customers of a brand must believe its promises, which is where Reasons to Believe come in. It is not necessary that there be a unique Reason to Believe for each of the benefits promised by a brand and its products, but each promise should be supported by the overall impact of these Reasons to Believe.
3. Brand Attributes
Brand Attributes are the functional and emotional associations of the brand in the minds of customers. In brand management the Brand Attributes combine to provide customers’ overall perception of the brand. Though Brand Attributes will vary dependent on the unique demographic of customers, it is essential to carefully control Brand Attributes in order to engender brand loyalty.
4. Brand Values
Brand Values contribute to the customer perception of the brand. They combine to present a proposition to customers, which hopes to make a business the preferred choice over its competitors. Brand Values can be both practical and emotional, and should reflect a proposition derived from the brand’s promises to customers, delivered through its Brand Personality.
5. Brand Personality
The Brand Personality is the sum of the human-like characteristics that are able to define one brand from another and increase customer engagement. A consistent Brand Personality should be reflected by brand management in all areas of a brand, anything from the ‘voice’ of web content to the design of marketing collateral, and certainly the direct contact made with customers. Successful brand management relies upon creating an appealing Brand Personality.
6. Brand Vision
Brand Vision is at the very core of brand management: it reflects the most fundamental attributes of that brand and is reflected in every aspect of communication and marketing in any channel. A business cannot progress without a strong future vision; ambition, understanding and knowledge of where the business is moving towards. Brand Vision should be timeless and certain, representing the heart and soul of the business.
Effective brand management is key in communicating a simple and effective brand to customers. By understanding existing customers it is possible to create a strong Brand Personality which will attract other customers in the future. Keeping in mind Brand Insight, Reasons to Believe, Brand Attributes, Brand Values, Brand Personality and Brand Vision will allow for successful brand management, which in turn often creates a successful business.
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Article Source :
http://www.articleseen.com/Article_Branding Your Business_120615.aspx
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Author Resource :
Liven Creative specialize in brand management for any size of company. Their services include brand creation and development, name generation and branding strategy.Liven Creative
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Keywords :
Brand management, business branding,
Category :
Business
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Business
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