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Branding and its importance to your business

Provided By Potential.com, Content Partner for SME Toolkit UAE


A brand is a name, term, sign, symbol, design, or a combination of them, intended to identify your product(s) and differentiate it/them from those of others. Branding is not about getting your target audience to choose you over the competition, but about getting your prospects to visualize you as the one and only solution-provider to their problem(s).

So how can you succeed in branding and thus marketing?

A strong brand clearly delivers a message, stresses credibility, addresses the needs and wants of existing customers, emotionally connects target prospects, motivates buyers, and concretes user loyalty.

For your brand to reside within the hearts and minds of existing and potential customers, it should revolve around the mission, vision, goals, and strategies of your organization.

The higher the level of congruence amongst your brand promise, positioning and perception is, the better.  When “what your brand promises to deliver” is in line with “how it compares to competition” and “how your customers see you”, you hit the jackpot!

Ensure that the entire organization conveys your clearly-defined brand attributes, through a unified tone of voice, across all channels! Your people, customer service and sales reps, website, social media channels… etc. should speak the same language and communicate a consistent message about your brand.

Create exceptional customer experiences through branding and marketing, while staying true to your brand. Always set the expectations according to what you can deliver, and avoid overpromising!

Building a strong brand is invaluable and is a foundation stone in the marketing communication of any business!

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