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Why Branding has never been more important to your Business

Why Branding has never been more important to your Business

Nightline 2It is often forgotten that the most valuable asset that any business has is its brand, this fact can be confirmed by taking notice of the businesses with strong, consistent and meaningful brands that have not only survived but thrived during the recession that we are emerging from.

The main purpose of a brand is to establish a sense of loyalty, to cause an effect (typically a sale) while giving the user something that they can trust, inspire to and depend on.

It is vitally important that your brand stands out from the crowd for all the right reasons and does not become engulfed in a sea of mediocrity and sameness. It should be clear, compelling and have a purpose. Your brand should communicate what you have to offer, not just in a monetary sense but to society as a whole. Many people would prefer to build a relationship with your brand (company) based on your ethics and what you believe in‘.

It is common to see businesses over complicate branding when in most cases it is far more effective to go back to basics and simply give the consumer what they are looking for.

It is vital that brands engage with their target audience through the various marketing channels by using as many of the five senses as possible, i.e.hearing, sight, touch, smell and taste which will make them far more effective, meaningful and memorable.

Brand is everything that your customer and prospective customer think, feel, say, hear, read, watch, imagine, suspect and even hope about your product or service.

Howard Kent recently worked on a brand evaluation and communication project with Irish courier company Nightline which involved a rebranding of its corporate brand. The new brand expressed through van livery, advertising, PR and web design has resulted in regular comments that the ‘Nightline vans are everywhere‘ – ironically the number of vans has not increased since the rebrand but awareness of Nightline has intensified demonstrating the importance of strong, consistent and impactful brand communications across different channels.

Consumers are desperately searching for stability. Even more so after the recent economic turmoil – if a company is able to demonstrate that they deliver on their promises, they will be the brand that people will turn to and trust repeatedly and that they are and always will be in good hands.

A great example of this is Ikea. They have clearly demonstrated that their whole business is centred round its brand values such as sustainability and conservation which in turn reflects the values of its customers.

As a business owner, you are the guardian of your brand. You should be aware of what is required to make your brand stand out from the crowd. If you have not already done so it is vital that you re-evaluate your brand, what it stands for and how it communicates to its various audiences. The need to get your brand out there has never been more important to maximise the amazing opportunities that are awaiting companies in these exciting times‘ concluded Howard Kent.

About the author

Howard Kent: Kent Consulting Ireland are a Marketing & Business Growth consultancy providing Business Coaching & Mentoring to SME Business Owners


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