The value of your brand

when you enrol on one of BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses you will learn so much more.

marketing and advertising courses, social media marketing courses and digital marketing short courses

The value of your brand

Your golden carriage may not be the next Uber – but, you still need a brand

What is a brand?

“Brands are tangible promises made tangible through recognizable signs”

                                                                                                                       Heidi Cohen

 

There are many attributes that make up the essence of a brand.   We examine some of the most important aspects of these vital ingredients.  Of course, when you enrol on one of BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses you will learn so much more.

Company name and identity

For starters, along with your company name your brand can be seen as your identity and as such it encompasses the sum total of who you are and what you stand for.  In a very real sense, you need to completely understand yourself as a business before you can establish your identity.  Once you have determined what makes up your identity you can develop your image.   Image is an important part of branding and displays qualities that determine how you are perceived.  Notwithstanding, it is not always the case that your target audience and the public at large will perceive your brand the way you would like them to.

Customer value proposition

While branding forms part of the marketing function, it nevertheless should also form part of other business functions.  For instance, from your customer value proposition to the way the receptionist in your company answers the phone when a customer calls, through to consistency of interactions with customers across all touchpoints.

Effectively, all your employees should endeavor to ‘live the brand’.

A brand is also the most effective tool for retaining current customers and attracting new ones alike and BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses you will discover just how effective your brand can be.

A successful brand is one that is aware of what it stands for at every level of the business and is expressed and ‘lived’ at every customer touch point, every action that the business performs and is taken into account through every decision that is made by the business. It is an effective, holistic process requiring deliberate attention from the leaders of the business through to the culture of the company and is capable of sustaining business growth under all circumstances no matter the prevailing economic climate.

The power of your brand lies with your customers and the overall impression you create

It is important to bear in mind that your brand lies with your customers, who want to have their say and will even go as far as helping you to advance your products and services.  Therefore, there is no longer such thing as the ‘us versus them’ scenario, your brand is created in conjunction with your customers.

“Companies no longer create their own brands in silos.  A brand is not owned by a company, but by the customers who draw meaning from it.”

Marty Neumeier

Marketing opens markets via the ‘marketing stargate’

The importance of marketing when it comes to opening up markets cannot be underestimated and many fundamental guidelines exist in order to help create the portal via which the ‘the marketing stargate’ can be accessedBOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses will give you a first class pass through the ‘marketing stargate’.

  • Spread the word and put it out there

For any business to succeed it is important to access the right markets.  Marketing can help open doors in order to achieve just that.  Since customers need to be aware of your product or service, spreading the word and promoting your business enables you to be discovered by prospective customers.

  • Gateway to increased sales

Once your brand is on your customer’s radar, your chances of achieving increased sales also dramatically increase.  Awareness transforms into reality and new customers start to spread the word about what you have to offer which results in increased sales as the word spreads.

  • Build your reputation

The cornerstone of your success often rests on a solid foundation based upon your reputation.  Marketing builds brand recognition and product recall and when a company delivers and even surpasses expectations according to consumer needs, business growth and increased sales are the natural result which inevitably results in opening up still greater markets to be explored.

 

 

 

 

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