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Why Branding Is Important In Marketing

Today brand is a bit more complex, but even more important in today’s world of marketing.That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers, it’s influenced by the elements, words, and creativity that surround it.

The objectives that a good brand will achieve include:

  • Clearly, delivers the message

  • Confirms your credibility

  • Emotionally connects your target prospects with your product and or service.

  • Motivates the buyer to buy

  • Creates User Loyalty

Checklist to Evaluate Your Brand

Branding can be confusing, so how do you know if your brand is strong enough to give you the internal and external value that you need in your marketing?

  • Does your brand relate to your target audience? Will they instantly "get it" without too much thought?

  • Does your brand share the uniqueness of what you offer and why it's important?

  • Does it reflect the brand promise that you are making to who you are targeting as well as to your internal audience?

  • Does your brand reflect the values that you want to represent as a customer?

Let these questions serve as a guideline in the development of your brand. If the answers are not clear you may want to return to the drawing board and refine the branding process.

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