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Branding: What It Is and Why You Would Use It

To paraphrase the American Marketing Association (AMA), branding is creating one or more “designs, names, signs, symbols, or terms as an identity for your goods and services, thereby setting them apart from the competition.

The purpose of branding is not, however, to encourage your target market to see your products or services as the best among a variety of choices.  The primary goal of branding should be to encourage your potential customers to see your products and services as the only option which makes sense—or even better, the first and only solution which comes to mind.

Developing an outstanding brand is creating one that:

Clearly communicates your message

Drives the customer to complete the sale

Emotionally connects with your target market

Establishes and cements user loyalty

Validates your credibility

Branding success requires an understanding of the problems and desired solutions of those in your target market.  You can develop this understanding and put this information to work for you by integrating your branding into every opportunity your company has to interact with the public.

In order to rise above and stay a step ahead of the competition, it is essential that your company develops a strong brand.   Time spent investing in building, defining, and refining your brand will pay dividends in customer acquisition and loyalty.  Your brand is the foundational piece of your marketing strategy that will bring your customers back time and time again.

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