The term Brand is used by many marketing agencies trying to promote their services. There is an assumption that everyone knows what BRAND means.
There are different definitions based on context.A simple Google search will result in these definitions:
"a type of product manufactured by a particular company under a particular name"
"an identifying mark burned on livestock"
"The promotion of a particular product or company by means of advertising or distinctive design"
According to Wikipedia,it is "a name, term , design symbol or other feature that distinguishes an organization or product from its rivals in the eyes of customers".
Many of us consciously choose one product over another,as we know that product has a certain quality or feature.That associated difference,and that expected experience is that products "Brand" identity.
The Brand is the associated Reputation,and Personality. Each Business,and Each Person has its own brand.Each has its own individual reputation,and personality.The Brand is what makes you Unique.The Brand is what differentiates you from being GENERIC.
For successful businesses,the goal is to promote their uniqueness to the Specific Customers.Uniqueness has a higher value toSpecific Customers.Specific Customers are willing to spend more for that unique experience.Your Brand should draw Specific Customers to Your Business.
For Businesses,your Brand should be the reason your Specific Customers seek you out.Your Brand is why Specific Customers are willing to drive further away to do business,wait longer for your product,and PAY MORE FOR YOUR SERVICES.The strength of yourBRAND LOYALTYreflects on passion your Specific Customers have for your Brand.
Once you identify your Brand,you can target your Specific Customer.To give an example,if your Brand specializes in snow shoes,you would want to target customers who enjoy winter weather,or travel to the colder areas.You would not try to sell snow shoes to people living or traveling to the Carribean Islands.
Once you understand your Brand,you will understand that you cannot be all things to all people.To be successful,and to expand your reputation,you must target the Specific Customer that is looking for your Unique Brand.
For every business,a moment of introspection is necessary.What is your reputation?What is your personality?What makes you Unique?You can improve your reputation by providing better customer service.That is actually the easier part.In this internet,and social media driven world,good Customer service is a given.
To really promote your Brand,you must understand what makes you different,and what is your personality.Once you identify that,then you understand your Brand.Once you Understand your Brand,You or a Marketing Team can design a campaign designed to promote your Uniqueness.Your BRAND!!!