What is Branding and How Important is it to Your Marketing Strategy?
By Laura Lake. Marketing Expert
Laura Lake has over 15 years of online and traditional marketing experience. Marketing is not her job or career, it's her passion. She serves as a marketing consultant that specializes in marketing strategies for small and medium sizes businesses. Laura helps companies in the development of their marketing strategy and plans, brand identity, social media strategy, public relations, digital marketing, search engine marketing and more.
You can also read more about Laura's current and past work on her Google Profile: Laura Lake .
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Concretes User Loyalty
To succeed in branding you must understand the
needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
What does branding mean to your company's marketing strategy. Post Questions, Comments, and Answers to this Question in the Marketing Forum .
Running a business is complicated. We can help. Sign up for the Money newsletter and get tips and insights from our small business experts, delivered straight to your inbox.Source: marketing.about.com