Why do you do what you do? The driving reason behind every action and reaction comes back to answering the question of why. In branding, this is the question of purpose that we discussed last time. Every purpose has an intended effect. The purpose is the motivation, the cause, if you will. And every cause has an effect. In this discussion, if branding is the cause than what is the effect? Or what is the intended effect? What would you like your branding to accomplish?
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A brand consists of a company's visuals, it's voice, and it's values. And so, effective branding achieves certain objectives. Each objective an effective brand achieves is discussed below.
What does an effective and consistent brand accomplish?
An Effective Brand Clearly Delivers
Effective branding clearly consistently delivers your brand message. What is a brand message? A brand message is your brand promise – the benefit that makes what you offer desirable. Your brand messaging describes what your company is and does in a few words. Delivering that clearly sends that message consistently in all brand communication: social media, advertising, press releases, presentation and delivery of products, etc.
An Effective Brand Confirms
Brand credibility is at the heart of every business, and an effective brand confirms credibility. According to The 22 Immutable Laws of Branding, “Credentials are the collateral you put up to guarantee the performance of your brand.” Establishing your company as the leader in a category puts your company far above the rest of the market in the eyes of the consumer. Having a consistent brand helps confirm that.
An Effective Brand Connects
We mentioned that consumers often connect with a brand in a meaningful way. This happens when they associate a certain set of values that they themselves hold with what the brand communicates. If a brand’s message is consistent, this connection happens quicker. Effective branding ensures this connection.
An Effective Brand Creates
Connections are powerful. A chain is a series of metal links that are connected. A husband and wife are connected to one another through the bond of marriage. Unfortunately, connections are breakable, but their separation is difficult – much more so than if there were no connection. This is why effective branding not only connects brands with their customers, but it creates user loyalty. This user loyalty can be so powerful that it is almost unbreakable. Think of some of the brand loyalties you hold to. Whether it is an a cell phone service provider, a brand of beverage, a certain kind of pizza, or anything else, feelings are generally quite strong when it comes to a brand loyalty.
An Effective Brand Motivates
A summary of the above brand objectives can be boiled down to this: an effective brand motivates consumers to buy. When a brand clearly delivers on promises, consumers are confident in what they will receive and are motivated to buy. When a brand confirms its credibility in the mind of the consumer, customers are motivated to buy. If a brand connects with its customer base, creating loyalty, consumers are very motivated to buy.
These above objectives are what an effective brand accomplishes, and why brands undertake the branding process. When customers can relate to, believe in, and support your brand, you have created a brand worth following.
When customers can relate to, believe in, and support your brand, you have created a brand worth following.
What do you think? Do you think there are any other main objectives to branding? If so, what?
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