A brand is a broad term. Almost anything can be a brand: a product, a service or a person. A company or a single professional. Nike is a brand. East Coast Radio is a brand. Microsoft is a brand. Bill Gates is a brand. Each of these items – product, service, person, company has spent time and money on building recognition and loyalty around their name or business name. And that’s where we begin.
Branding is not about getting your target market to choose you over the competition, instead it is about getting your potential customers to see you as the only one that provides a solution to their problem. Through successful branding, your company will deliver the message clearly – confirm your credibility – emotionally connect your target population to your brand – motivate the buyer to use your product/service – and will establish user loyalty to your brand. You need to understand the needs and wants of your target population and successfully integrate every aspect of your business in every point of contact with your customers.