A brand is more than a company’s logo. It’s all about connection, credibility, and loyalty. It’s their story, which goes beyond the product or service offered to its real value. A company can make a widget, but how does that widget affect the lives of their audience? That story needs to be told through effective creative and consistent messaging.
Building a brand takes time
A strong brand strategy should aim to have an impact beyond an ad campaign. It needs to have a vision that establishes an emotional connection to an audience with the ultimate goal of customer loyalty – those who wouldn’t think of patronizing the competition.
Harley-Davidson, for instance, has built up a loyalty so strong, its customers will get a tattoo of the company’s logo. Why? Because for years, Harley-Davidson has been consistent with their brand story and they have connected with their audience on an emotional level. Harley-Davidson customers don’t just buy their motorcycles, they value the brand.
A brand is an investment
The energy and budget a company invests into building its brand will generate a return. The loyalty built by establishing the company’s value can prevent customers from shopping for a cheaper alternative, which means they may pay more for a product or service. Plus 94 percent of consumers said they would be highly likely to recommend a brand they were emotionally engaged with. Happy customers who become brand ambassadors are an asset to any company – and the ultimate goal in establishing a company.
To build your bottom line, start with your brand.