A brand is unique; easily identifiable even within a pool of varying individuals, groups, firms, products or services. It is communicated through names, campaigns, signs, symbols or designs, or a combination of them. The intention is to be different.
In no other time in history has branding been this important. There are now about 7 million individuals on earth all seeking attention and millions of products and services making strong marketing presence on all spheres of the media. So to be noticed these days is difficult.
How do I get noticed?
Simply communicate. The lady that catwalks down the aisle in busy mall wearing a tight blouse on a mini skirt, with a heavily painted face; gets noticed. Whether you like the sight or not, she got your attention.
That is brand communication. Her expression through her appearance and her gait created an impression in your mind. That impression determines whether you will be willing to do business with her or not.
How do I gain?
Brand communication is the bedrock of all marketing campaign. A product or service is never meant for everybody. There must be a target market to whom the brand communication is directed with the intent to influence them into making buying decisions.
To succeed at branding an individual, product or service, the needs and wants of the customers and prospects must be understood and put into consideration. That's where branding begins; studying the psychology of the target market.
This is essential because your brand is in the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
So branding is not cheap but it is worth every dime and effort. Once well built and communicated, a brand is then well positioned to make profit, provided it is well managed.