Through branding, the general public, which includes people who are not your customers, find out about you and about who you are and what your company is about.
If you as your company’s owner do not know your company, how do you expect to tell your audience about it? Choose a few words that are not too heavy yet have an aesthetic or pretty feel to it to describe your brand and summarise what it is about and a bonus mark to you if you can deliver your company’s unique selling point in it.
Also, by making yourself a brand in the market, it will be easier for you to communicate your message to your customers or potential customers. This can help build an emotional bond and your customers will be coming to shop from your brand just because they feel like you understand them better than their own family or friends when in reality, you just have a very creative and innovative marketing team. Then, if you really are willing to become a memorable brand you are going to have to take risks which will require a lot of confidence which unfortunately for consumers, not a lot of brands have. Tell your customers, through your actions what makes you so special and so different and unique and why they should be choosing you and instead of all the other brands they could have chosen. A shop in France had only purple items, from purple clothing to purple sofas from the shoppers to sit when they got tired to purple hangings to purple EVERYTHING. Of course, they had varying shades but they were still confident enough to take a risk. And your customers might not be a huge fan of the particular risk you took, but they will definitely admire your boldness and might become even loyal to your brand.
Then, professionals know better than anyone how to connect your brand to your own type of people. For example, through Body Shop and it’s branding, we know what it stands for and it’s values. Body Shop is against animal cruelty and is pro animal rights so anyone who has the same values has a lot in common with with the brand and would want to shop here because of their morals because now they do not have to shop from another brand that does not mind animal cruelty just because they need some skin care products.
Another thing that professionals help within the branding process is that just in case you had chosen a slightly off logo for your company, they help you to improve it by changing just a few details of it. Take Pepsi for example or Burger King. Both of them changed their logos while rebranding. Moreover, if done the right way, branding can help your employees get on board with everything you stand up for in your brand, and they can become the brand ambassadors; since everyone will be expecting to hear ‘the real truth’ from your employees, if they stay loyal to you and your company behind your back as well, your company will have done like the greatest corporate social responsibility, since no employee ever says good things about their company when they are not at work even if they have to sit at around doing exactly what they want to do at work.
In addition, branding can connect you to your target audience, whether it is Laziza’s food that can be cooked immediately or even K&Ns frozen foods that you just have to reheat or fry before eating, meaning that Laziza and K&Ns actually try to bond and think from their consumers point of view and think of what might be more favourable and convenient to them, ensuring long-lasting brand loyalty. There you go, These are the various reasons to hire a good professional to do your branding. With their ideas and help and a little bit of good luck, you might end up from being just a company to one of the biggest, most talked about and demanded brands with movies and ads and fashion shows waiting in queues to make a deal with you, you never know!
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