What Makes A Brand Unique? What Makes it Effective?

by | Nov 6, 2020 | 0 comments

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. 

By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

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