Who will remember you and why?
It's a start to define your market identity and to differentiate you from your competitors. Even better, if you can be seen as the ONLY solution to the needs and problems of prospective buyers.
What are some components of branding?
- Personal identity: You communicate a message as an indvidual or group of individuals.
- Persona: You speak with a certain "voice" or persona. In general, their are 3 types of personas:
- The Leader (don't be timid): Say you are the leader. Focus on the problem, not on you.
- The Crusader: Expose secrets. Your crusade is helping the misled common man. It's nobodies fault, the system is wrong.
- The Reporter/Evangelist: A true story, Loss/Redemption. Rocky movies, Karate Kid, Top Gun, Come Back Stories... The true hero is the thing/product, not you. This is a common persona for the "better value" or the "save money" identity.
- You must understand the needs and wants of current and potential customers and show how you offer the compelling solution to those needs.
- Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions at every point of public contact with your company.
A good brand will achieve these objectives:
- Identifies your target market
- Develops your positioning and Unique Selling Proposition (USP)
- Fine tune your business model and business practices
- Establish your credibility
- Separate you from your competitors, elevate you beyond your competitors
- Connects your target prospects emotionally
- Motivates the buyer and strengthens loyalty
- Develops consistent marketing materials and messages
It's important to spend time investing in researching, defining, and building your brand. After all your brand is the promise of a solution to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
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