The term “brand” in a business context derives from the ancient practice of referring to livestock as property. And it has retained the essence of that meaning. A trademark in a narrow sense is a logo or symbol that identifies a company or product. You can also visit fearless.kiwi/services/strategy/ to know more about brand strategy in London.
However, in a broader sense, a brand is an overall customer-facing corporate identity. Implementing a branding strategy involves coordinating the various elements of that identity, including advertising (to make it “branded”), product packaging, website look and feel, workplace culture, and more.
1. Branding conveys a company’s value proposition
A value proposition is more than a unique set of selling propositions. It is a complete package of benefits that customers can expect when they buy from a particular company.
Take Amazon for example. When potential shoppers visit Amazon.com, they know in seconds what it has to offer: a wide range of products, excellent customer service, next-day delivery, and access to promotions and discounts.
These selling points, which make up the total value proposition, are communicated in a variety of different ways, including through logos, taglines, website look and feel, copy, and aftercare.
2. Branding creates trust and loyalty
People don’t buy products, they buy brands is an old business maxim that is at the heart of branding. In short: trust.
Attractive, meaningful, and memorable brand elements promote recognition and loyalty among customers. Over time, this relationship develops trust.