What is a Brand and what do Branding Companies or a Brand Consultancy have to do with Building your Brand

1
What is a Brand and what do Branding Companies or
a Brand Consultancy have to do with Building your
Brand
2

• You run or work for a company that makes a great
  product or offers a great service. You meet
  someone at a party and introduce yourself. You
  say, I am CEO of or Chief Designer, or ,
  and mention your companys name. Now, if your
  company was called Coca-Cola, Ikea, Apple
  or Google, that would have needed no further
  explanations.

• However, if your company was not all that well
  known, the question pops up, What does your
  company do? If your company used a brand
  consultancy, this question would have been
  forestalled, you and your company will be well
  known!

3

• The objective of any business is to offer a good
  product or service to its customers. A product
  that makes people want to come back for more. If
  the product or service is good and serves the
  needs of its customers, they would indeed come
  back for more.

• But a brand makes the customers buy any product
  with that brand name, even a product that they
  have not tried earlier.

• This happens because once there is a brand,
  customers develop some expectations from the
  brand. They believe, based on experience, that
  if product A from Brand X is good, then
  product B is also likely to be good. So they
  try product B also, relying on the brand.

4

• Many of us have personally experienced this
  effect and we may also be doing the same thing.
  In this fashion, a brand raises expectations, it
  makes an implied promise. Branding companies
  help define that promise. They help promote the
  brand. They help you define and develop your
  strategy to make the brand easily recognizable.

• Your brand strategy includes many things. It is
  not just a logo or a catchy phrase like Nikes
  Just do it that you put on your letterhead.
  If you are wise and engage the services of a
  brand consultancy, you will discover that a brand
  strategy is a whole new world. It is a world
  where the uninitiated can easily falter.

5

• Branding companies sell the concept of your
  company. They help you define what you promise
  with your brand. Whereas, on the other hand, an
  advertising agency helps you sell a product.

• True, a brand consultancy may use advertisements
  to promote your brand. But those advertisements
  are part of your brand strategy. In fact,
  branding companies may often engage advertising
  agencies to develop advertisements to promote a
  particular brand.

• Your brand is not just your logo or your tagline.
  The brand defines how you project yourself to
  the world. It defines, or should define, every
  action in your company. This concept ensures
  that you are consistent.

• When we say every action, it includes
  communication, packaging, customer service, in
  fact, the entire atmosphere in the company. All
  of these should blend seamlessly with the brand.

• So much so, that even when a worker just answers
  a telephone call, your brand sounds through! A
  good brand consultancy helps you achieve this.

6
Thank You
Explore more at- http//www.brandharvest.net/