Brand Building

 The purpose of branding and Brand identity 

A good brand identity goes beyond a logo and a tagline. The success of a brand is seen in the way a brand makes their audience feel, think and resonate positive connections to their business and the likeliness of choosing them over other brands. 

Defined by Set Godin the marketing evangelist,

"a brand is a set of memories, stories, expectations and relationship that when taken together will give rise to a consumer's decision of choosing one product over another" (Godin 2009)

For Consumers, the visual elements are usually the most important part of branding. 

The sole purpose of branding when it comes to business is to connect well with customers and effectively increase sales.

When it comes to getting branding right,with respect to the customer satisfaction, these four major facts are highlighted;

1. Customers understand and recognize what the business is about and what they sell.

2. they are able to differentiate the business from others

3.they are most likely to remember this business and come back to it in a time of desire or need.

4. they are able to decide properly if the business aligns with their values and self image.

To achieve all of this goals, a business will need to go beyond captivating visual elements. They'll establish a strong brand identity. 

up next, we'll establish what a brand identity is and how to develop one.

BRAND IDENTITY

 The first way in which to establish a proper brand identity is to view your brand as a person other than a set of products. 

Brand identity makes use of visuals, words, and other creative elements to establish a personality that is memorable for the product or business.

This personality along with the reputation of the brand and the experience that customers have with the brand are what makes up the brand identity. 

For example, you can examine the KFC logo

Figure 1. KFC logo

without even seeing their name, you already know this brand. nevertheless, you can see that this iconic logo comprises a lot more than just the name of the brand. 

Some additional things include;

1. a fast food restaurant that sells fried chicken, burgers etc

2.a reliable place for quick and easy meals

3. the healthiness of their food

4. the experiences and memories you have with this restaurant

Brand identity depends solely on factors the following factors; people's experience with the business, it's products and it's reputation.

now that you have a knowledge on what brand identity is about, we can go over to its major contributor which is brand equity.

Brand Equity

In conjunction with brand identity, brand equity refers to the value a brand has in the eyes of it's customers.

A great band equity leads often to greater sales, high rate of customer loyalty, and growth of the company. 

Poor public relations, product failures and bad reviews are some factors that can harm a brand thereby lowering it's value to customers and leading to drop in sales and retardation in company growth.

Thank for reading... Please leave a comment below... I'd like hear your idea or how this has impacted you.