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What is a Brand?

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Branding is a confusing concept for even seasoned marketers! ‘What is a Brand’ might seem like a simple question but it is not. If you are confused about your brand, you’ll end up confusing your customers as well. There are 5 concepts which define a brand. For more details visit : – PowerPoint PPT presentation

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Title: What is a Brand?


1
What is a Brand?
2
  • Branding is a confusing concept for even seasoned
    marketers!
  • What is a Brand might seem like a simple
    question but it is not.
  • If you are confused about your brand, youll end
    up confusing your customers as well.
  • There are 5 concepts which define a brand and
    they are as follows.

3
The Brand Promise
  • Your brand is a promise to your consumers.
  • When a customer buys your product or service
    what do they get?
  • More than just tangible products and services, a
    brand incorporates the feelings that consumers
    get when they use your products and services.

4
The Brand Perceptions
  • Brands are built by consumers, not companies.
  • How the consumers perceive a brand, defines the
    brand.
  • How consumers perceive your brand is important,
    not how you perceive it.
  • Develop consumer perceptions that accurately
    reflect your brand.

5
The Brand Expectations
  • Consumers develop expectations for your brand
    based on your brand promise.
  • When they buy your products or services, they
    assume their brand expectations will be
    fulfilled.
  • Its important to meet consumer expectations in
    every interaction. Otherwise consumers will look
    for other brands that will meet their
    expectations every time.

6
The Brand Persona
  • Every brand has a persona. Think of your brand as
    a person.
  • From personality to appearance and everything in
    between, consumers will evaluate and judge your
    brand persona before they do business with you.

7
The Brand Elements
  • Brand is represented by
  • Intangible elements Persona, Expectation,
    Perception Promise
  • Tangible elements - Brand logo, packaging,
    messaging and so on.
  • All of these elements must work together to
    consistently communicate your brand promise,
    shape brand perceptions, meet brand expectations,
    and define your brand persona.
  • If one element goes wrong, your entire brand can
    suffer.

8
  • Brands arent built overnight.
  • Before you can define and live your brand, you
    need to find the direction that helps you reach
    your goals.
  • Develop a brand that promises the right things to
    the right people.

9
THANK YOU!
  • Develop your brands unique essence through our
    brand building strategy. Get in touch with us
    today!
  • Visit us - http//www.brandharvest.net/brand_strat
    egy.htm
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