Brand Identity: How to make an impact in business
What is Branding?
It's not what you think you are. It's what they think you are. It is not the image you attempt to portray. It is the way what you portray is received by others. A brand is not a logo or a name. It is your image, according to the consumer.
Why is it important to cultivate a specific Brand?
In a competitive world, you need an edge. You need to demonstrate what makes you superior to your competition. (Why shouldn't they go somewhere else?) Having a specific Brand provides a foundation from which to make all decisions, therefore providing consistency in your product and making a stronger impact on your customer. If you take what makes you unique, build on it, be consistent with it and become known for it, you will build a strong foothold in a competitive market.
Today, your potential customer is bombarded with thousands of messages a day. Traditional advertising has much less impact than it once did. There is a revolution of 'tribal' thinking. People buy what and where others buy. They buy to be part of something. They don't have time to sort through the information, so they often go by how it 'feels'. You have to 'feel' good to them to get their interest (especially true with women). Become something they want to be a part of, and you are more likely to be successful.
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