As consumers, we segment and position brands with products in our minds. The segmentation process is influenced by what we see, hear and experience. Human memory naturally associates a product with a brand. This article will discuss how branding can support sustainable growth for businesses.
Branding is like being the light where the moths want to gather around. If you are running after the consumers, you will get no way. Branding is telling the story of WHO YOU ARE and WHAT YOU DO. Then you need to make sure your audiences care about YOU.
So, What is Brand?
When I ask my class to come out with brand names, I get these names in three minutes.
A brand is more than just the business name or logo. It is something intangible, a social attached, or something with subjective meaning.
Brands that rely on quality content to get notified may be neglecting the significant marketing opportunities offered by having a set of distinctive assets.
Then, what is a distinctive asset? By definition, a distinctive brand asset is a trigger a brand has in the memory of buyers. In short, you need to create brand assets to influence buyers’ purchase decisions. The unique and easily recognizable brands simplify our decision-making processes. Don’t you agree?
What is the best smartphone? You may say Apple, Samsung or Huawei. How about the best low-cost airlines? Easyjet and AirAsia are top of your list. These are what we meant by distinctive assets.
However, create your brand awareness before start building your brand assets. If your audiences don’t know about you, they won’t remember you at all.
What helps a Brand memorable?
Think about your brand. How many people are exposed to your marketing activities and remember your brand? All branding efforts work towards this objective. Make your brand memorable to your target market.
A brand can use several mental shortcuts to make itself memorable.
- The red & white colours in Coca Cola
- A big yellow M for McDonald’s
- Nike’s Just Do It tagline.
When audiences see the brand asset often, it will store in the buyers’ memory. Communicate with your audiences often in a consistent schedule with your brand.
As you can see in the examples above, several memorable brands rely on specific colours, shapes and words. Those brands are consistent with their post content, social media posts, website pages and paid media. Therefore, are you using your brand asset consistently across all media channels?
Next, storytelling is an effective branding tactic you should leverage to grow your business. Stories connect well with audiences. The testimonials of people whose lives and businesses have been transformed better by you are great branding stories. Audiences will see themselves in your narrative. So, what is your brand’s story?
In summary, identify your easily recognizable brand asset. Use it consistently across all media channels. Create your story to evoke an emotional connection with your potential buyers. Tell it well to benefit your business.