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Why Business Branding Is So Much More Than Choosing A Name!

What’s in a name? Not much, brand marketers would hold. Names, logos and tag-lines are only skimming the surface. You need to go in deep and enable your brand to communicate who you are, your market identity, product, what the product means to consumers and how customers feel. The brand is what draws people to buy from you. Brand layering like that of Pathwwway Panama involves more than just surface level branding. Many business owners do not realise that there’s more to brand building than a logo or style guide. While a name is an important part of the branding platform, it just marks a start. Marketing professor Seth Godin held that a brand is a promise on which customers need results. Your brand represents what you stand for as a company, etching out a powerful narrative and a story of your brand power. Words, pictures, perceptions, values, stories and expectations surround a business through a branding process.

Brand= What Your Business Stands For

Brands include wording, including taglines, how the business is described, the calls to action and copies created apart from social media posts. Content marketing forms part of the process, as logo, styles, images and fonts visually represent the brand. Most businesses and designers spend most of their time on different aspects of brand development. Logos and styles/fonts and colours are a critical part of defining business. It is an important part of brand building too. But an important part of the brand development process is that people buy why you do it, rather than what you do. A strong sense of trust builds a sense of commitment and boosts business credibility. Perceptions play a vital role in marketing that guide the copy written and the brand personality created. Stories encompass the brand narrative and the customer journey. Brand stories comprise interwoven insights on what inspires and motivates your business and the expectations you bring to the table.

Creating a brand is like building a world for customers and defining exactly how it looks and feels. For more businesses, thinking further than logo and styles will be critical for growth and company health.

Brands= Building an Emotional Connect

Thinking purposefully about the surface layer, the name, look and channels for offering services and products are only part of the picture. Brand development is based on focusing on thinking outward on customers and prospects. Brands embody the organisational personality and what is sold, and establishes an emotional connect with customers. Researching the market involves learning what customers are like in terms of their characteristics, features, attributes, likes and dislikes, hopes and fears. Design your brand accordingly.

Moving Beyond the Basics

Apart from the logo, packaging, online sites and signage reflect the unique value proposition of the business. Deeper brand layering involves moving in non-traditional ways, engaging employees and the community. An approach to define the mission as changing the world in a way can be an important part of brand identity development. Your product or service should offer life changing benefits. Brands that connect with customers are important.

Brand Naming: Just the First Step

What does it take for a brand to become an established name? As a brand becomes visible and reaches market consciousness, it is important to consider that brand names refer to products, service businesses and retail stores. Brand naming is just the first step in brand building. A brand name needs to create an emotional connect and have a wider market reach. If your brand has to grow, developing a community rather than a connection works. Developing brands that transcend the selling cycle matter.

What a Brand really Is

A brand is so much more than just a name. Purpose or promise is the core of a brand development process. The company’s vision and mission defines the brand purpose as well as promises made to the audience. This informs the promise, so that they are often the same. The purpose and promise of the brand should be functional, focusing on achieving commercial success and intention which focuses on the impact the brand will have.

To develop a clear, coherent brand means ensuring consistency in marketing communications. Eventually, what a brand is worth encompasses what it appeals to the target audience. The manner in which brands resonate with customers is by fostering a personality clients can relate to. Several components make up the personality including voce, name, logo, typography and colour palette as well as content strategy.

A strong, clearly differentiated brand makes firm growth and development easy. The first step in branding is consequently not to just choose a name, but the overall business strategy and target clients as well. Research shows that high profit, high growth companies focus on clearly defined target clients. Narrower focus means faster growth. The more diverse a target audience is, the more specialised your brand focus has to be. Firms carrying out systematic target client research grow faster. It also lowers the marketing risk associated with brand development.

Brand Positioning and Messaging

Determining the firm’s brand positioning within the professional services marketplace, called market positioning ensures that your firm remains different from others and whether potential clients within the target audience will work with you. Messaging translate the brand positioning strategies into consumer retention and efficient acquisition. Target audiences will be interested in different aspects of brand evolution and development.

Developing the content marketing strategy is just part of the brand development process. Brand strength is driven by visibility and reputation both. Awareness building involves going beyond names, tag lines and logos and includes your virtual calling card, your website. Your site needs to be web optimised so that people learn about your firm, products and services effectively. Next steps in the marketing process include online and offline brochures, catalogues and videos.

A winning Pathwwway Panama brand development strategy is one that is as efficiently formulated as it is effectively implemented. Brands track the implementation of the plans as well as the results. Do strategies get implemented as planned? The way to find out is to study objective measures such as web visits and search traffic. It creates many leads, and converts prospects into loyal and lasting customers. That is the ultimate aim of a successful brand and business.