Brand Basics

September 21, 2018

In today’s competitive market it is essential that companies stand out from the crowd through a strong brand that promotes trust and success. But what exactly is a brand?

Simply put, a brand is what consumers think of you. As a company it is critical to differentiate yourself from competitors to gain the trust of consumers and create lifelong relationships with them.

As Scott Cook explains “A brand is no longer what we tell consumers it is, it is what consumers tell each other it is”.

Think about some of your favourite brands, why are you loyal to them? There are most likely alternatives to choose from, some may be more affordable or better quality, but you have an emotional connection with your favourite brands. This connection means that you return to them without question. Overall, a good brand foundation equals brand success, this is where branding comes in.

Branding is the process of shaping consumers opinions of your brand. Although consumers ultimately make their own individual perceptions of your brand, a well-executed branding strategy with clear goals increases the chances of a positive impression and gaining consumer trust. The goal is to retain consumers by delivering a product or service that is always aligned with what the brand promises.

Brand identity comprises of the tangible aspects of a brand, the visual expression if you like. The key is consistency, ensuring that every time your logo, website or social media pages are seen that they are consistent in appearance, colour, feel and so on. This is where 2xN can help, we can create the following touchpoints that build a professional and positive image of your brand:

Essentially your brand is the bread and butter of your business. It showcases to the world what your company is about. Successful branding will not only improve your brand image but it gives your company a relatable identity with which comes trust and customer loyalty. It is an investment that will continually pay back on itself as your company grows.

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