Marketing Monday Tip: The Importance of Branding

December 6, 2010

Welcome to the second installment of FMMG’s Marketing Monday. Today we are going to talk about Branding as your ultimate tool. Branding is your foundation, now isn’t it. Give this a moment of thought. If you don’t start at the beginning and carefully develop your brand – then exactly what are you going to market?

Branding is more than a logo. It’s a long-term journey of discovery that unleashes who your company is, what your company does, and how it communicates to potential consumers. Branding as a journey takes experiences and shapes a perception that targets a business’ specific agenda. It molds the thoughts and feelings of the buying public to ascertain whether your company has what the consumer is looking for.

So begins this very helpful article on American Express Open Forum site.

Your branding must connect with your target audience – if it doesn’t, it’s your job to step in and make adjustments. Here’s a couple of things you can do to make sure that your audience understands and connects with your brand:

Evolve your brand into the digital world.

The New York Museum of Modern Art’s Julia Hoffman says, “Branding never mattered more than in today’s age, because whether big or small a brand will be now accessible from everywhere in every possible channel imaginable.” This makes sense right? The internet has made your global reach possible – so if you are to touch your audience, your brand must make sense.

Give your brand a foundation and framework.

It’s great to have products, services, a mission and a purpose – but it is very important to tie all these pieces together. This is your brand. Your brand is your identifier and it is your glue that holds everything together.

Think about it – whether it’s Coca Cola (The Real Thing) or UPS (What can brown do for you?) – Great brands connect and they stay on course. A great brand is what all the other pieces are built on.

Your mission if you choose to accept it is to take on the task of creating and establishing your brand. This can be the most vital step. Create a strong brand and leverage it’s power in your marketing efforts. This is not a step to be taken lightly – but rather your first step on a fruitful journey…

To read the original article, Click Here

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