Most customers hold true to products they enjoy. It is very common for a customer to be impressed with a brand and continue to buy a product based on that brand. Loyal customers will continue to use a brand or one of the subsequent brands based upon the originating brand – no matter the cost. This is why branding is so important. You want to create these feelings of loyalty to bring the customers back for more. This is the supreme goal or branding.
Your brand is the promise that you intend to make to the customers to facilitate their loyalty.
What Is Your Promise
The promise in branding boils down to a few major components.
1. Mission and Vision of Your Company
2. Benefits and Features of Your Products or Services
3. Qualities Perceived by Your Customers
It is these 3 components that work in unison in order to create a successful brand. This is not done overnight and can take years of trial and error for the novice who doesn't understand branding or customer perceptions. It is for this reason many small businesses go out of business within months of startup.
Without taking the time to establish yourself as a proper brand and cultivate brand awareness for your products or services you are signing the death warrant for your company or organization. So before you hang out that shingle, sit down and look at your competition and really see how your brand differs from theirs.
It is those differences that you will build your brand upon. Look for ways those differences can solve the problems of the customers. Ask questions, host surveys, visit networking groups and forums and really look at which customers are not being served that can use your products or service. Figure out a way to solve their problems and build your brand upon those solutions.
After you've taken a cold hard look at what you are offering it is then that you can begin to successfully craft your brand and build your customer loyalty.
Until next time, good luck with your branding.
Tuxedo Branding Blog Administrator