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Branding 101
Many of the biggest brands in the world have deployed strategies allowing them to gain instantaneous worldwide recognition. It is no small feat that advertising and products for companies like Coca-Cola, Disney, Nike, Target, and Google all elicit immediate recognition. As diverse as their product offerings are, all of the aforementioned companies have one thing in common: strategic branding.
Effective branding should be the goal of every company, no matter how large or small. Developing a strong brand helps facilitate customer loyalty, forges a place in the market, distinguishes your product or service from competitors, and can turn customers into brand ambassadors who spread the word about their positive interactions with your company.
The look and feel of your company serve as the start of branding. However, while logo, letterhead, and packaging make up part of the brand, there is much more to it than many companies realize. Branding also encompasses customer service policies and interactions, retail environment, and the quality of your products. Additionally, it includes the way your company communicates with the public at large. One of the world’s strongest brands, Apple, has done a tremendous job of creating a corporate culture that defines the company and its offerings.
The brand extends from its sleekly designed electronics to the experience customers have when they enter its stores. Fortunately, even small businesses can create a branded experience for their customers. In fact, branding on a small scale is much easier than on a large one, and small businesses can work with employees to create a consistent, positive experience for customers every time they interact with the company. That way, as a business expands, the corporate branding culture grows as well, paving the way for a consumer-oriented experience that turns customers into ambassadors.
About the Author:
David Strumeier is a marketing professional who has worked with some of the world’s best-known brands. Among the companies he has worked with are Perry Ellis, National Basketball Association, Warner Brothers Licensing, and Mizco International’s Travelocity Accessories. Currently, Mr. Strumeier serves as a marketing and branding consultant and President of Stru 5 Enterprises, Inc.
