Simply — a Brand is a promise.
For hundreds of years, western cattlemen branded their herds for identification not because they thought the herd would be stolen, but because they wanted to make sure people knew that their stock was of a certain quality and value. The same holds true today — Brands are a measure of quality, consistency, and value.
Why do consumers buy branded products or services?
Because they know what they are buying. They know its quality and trust that it will be exactly that which was promised by the seller. Breaking that promise is non-recoverable. A business builds its Brand on repetition and trust and the stronger the Brand the more it is trusted.
How do you get your Brand known?
In today’s digital world you have 7 seconds to grab a consumer’s attention. Then, quickly provide your products unique value to the purchaser – WIIFM.
What colors should you use in developing a Brand?
I get this question all of the time and my answer depends upon the product/service and what industry it is part of.
- Red: creates positive emotions, urgency, impulses.
- Blue: evokes sense of authority and trust. Used extensively in the financial industry.
- Yellow: stands for youthfulness, grabs attention and creates feelings of happiness and clarity.
- Orange: calls attention, is a friendly, cheerful, and confident color.
- Green: relaxing, points to fertility and growth. Used by almost every green-based, eco-company.
- Purple: denotes luxury, royalty, mystery. Is soothing and calm.
- Black: dramatic and formal. Used for upscale consumer products and by professional groups, such as attorneys and doctors.
Your brand and the company are one and the same. Every action a business takes impacts their brand and by default their sales and profits.