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Your company's current identity, image and perception, could be costing you a fortune in lost sales, lost profits and lost marketshare to more distinctive competitors - your brand matters and never more so than in today's challenging economy...
...with the fierce escalation of competitive choice, branding is your most effective way to cut through the marketing clutter and advertising noise, to influence, persuasivelly position and promote to your prospective customers that your brand products or services is the only logical, best choice. Branding will profitably help you win peoples hearts and minds, leveraging strategic pre-eminence over your competitors.
01. Branding Increases Your Perceived Value
Why is it that when someone dreams of buying a luxury car, they perhaps think of , Porsche, Ferrari, Mercedes or Bentley motor brands? What makes people choose an iPhone over BlackBerry or vice versa, or want to pay more just because it's Evian?
Branding increases your perceived value - and people will happily pay the higher premium prices for branded products or services, desirable designer labels, prestige names, and leading brands, because of the familiarity or trust, status or values associated with the brand.
02. Branding Increases Higher Company Valuation
Business Week publishes an annual ranking of the 100 most valuable global brands, compiled by the Interbrand Corporation, based on the balance sheets of world-class leading brands, which confirm that your brand is your company’s most valuable asset - when Jaguar was sold to Ford, Ford’s accountants believed that over 80% of the purchase price was made up of the brand.
03. Profitable Increased Top of Customer Mind Positioning
The best ROI your brand can enjoy comes from owning the undisputed leadership and top-of-mind positioning. Owning brand superiority in your customer's mind for an important and meaningful customer benefit is your most enduring profit generator and competitive advantage.
04. A Familiar Brand Increases Profitable Sales For You
When people consider purchasing a product or service, familiar, trusted brands make their choice easier, even if they don't occupy the top-of-mind position. Strong brands produce favorable emotions. Brand familiarity benefits all business sizes, all industries. Familiarity breeds comfort and confidence in a product or service, even when it's never been tried before.
05. Emotional Connection
It's emotion, not rational thought, that primarily drives your customers' purchasing decisions, influencing, desires, motivations and behavior - outselling logic and facts 10 to 1...
In today's economy, it is crucial that you create a strong desire for your brand, by using the emotions that strongly motivate your customers. People don't buy products and services - they buy emotional rewards - feelings that come from the purchase and ownership of a certain brand, that emotionally touches and connects with them in a deep personal and compelling way.
People buy brands that are consistent with their positive view of themselves. Some may buy a certain brand for it's perceived status, because it makes them feel affluent, feel beautiful or feel sophisticated, or some because a brand is aspirational.
06. Improved Sales Cycle
Brands attract higher numbers of inbound inquiries, requiring less lead generation. For companies with weaker or unknown brands, its and uphill struggle for sales people, who must first build confidence and trust with prospects before they will buy their products or services.
07. Increase in Free Publicity
Brand-name companies, products or services benefit from more coverage in the press and more attention from analysts than non-branded companies. This effect multiplies, with each exposure increasing profitable brand awareness and sales enquires.
08. Increased Employee Morale
Brands attract better employees that are proud to be part of a well-known winning brand. While companies with weaker brands spend more on recruiting, more on hiring and training expense.
09. Customer Recognition and Loyalty
When people have a positive experience with a well designed distinctive memorable brand, they're more likely to remember and buy that product or service again and again rather than from competing brands. Psychologists have shown that familiarity induces liking and your brand identity helps to create and to anchor such loyalty in your target customers minds.
Economist John Kenneth said "Faced with the choice between changing one's mind and proving there is no reason to do so, almost everyone gets busy on the proof." Brands we deeply connect with give us emotional reasons to be loyal raving fans and not change our minds.
10. Branding Creates a Leading Authority Status for You and Your Company
A strong brand will profitably establish you and your company, as the go to pre-eminent leading authority over your competitors in your marketplace.
As you can see, brand differentiation and positioning your company as the best choice over your competitors in todays highly competitive business world, will pay you back many measureable bottom line returns on your investment. If you would like to find out more about building your brand and taking your business to the next level, then get in touch with Dave or Liz for a friendly informative chat t: +44 (0) 1908 867 017. |
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Copyright © 2011 The Brand. All rights reserved.
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