Branding is a concept that extends far beyond the marketing of a “brand name” product. A business’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more.
Nigel Hollis, EVP – Millward Brown explains that, businesses must make their brand both different and distinctive. Different to be able to justify pricing VS competition. Distinctive in order to trigger pre-existing, positive feelings during search or shopping, i.e. trustfulness.
Like large business, small or local business most pay close attention to their brand, branding will position and state a small business’s mission and build proper imaging of this business.
By definition, brand strategy is a long-term plan for the development of a successful brand; a brand’s message and a brand’s imaging. “The power of brands lies in focus.”
Small or local business’s name, owner photo, logo, and tag line are critical components of successful branding.
- Your name is the key that unlocks your brand image in your consumer’s mind.
- The business owners’ photo, particularly their face, creates familiarity, over continuous exposure this familiarity converts to TRUST. “Your future depends on many things, but mostly on you.” ~ Frank Tyger
- Your logo is the brand mark or symbol that serves as the face of your business.
- Your tag line or slogan is the memorable phrase that provides consumers with a quick indication of your product, brand, and market position.