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Having the right colors, a powerful slogan and a beautiful logo might not seem like essential variables of expanding a business. Well they are and there are three concepts you must understand; Product, Brand and Branding.
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Sensation and Emotion
"anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organization, information and ideas." (Kotler & Keller, 2015)
This means that a product can be literally anything. What are you offering to your consumers?
"A name, term, design, symbol or any other feature that identifies one seller's good or service as a distinct form those of other sellers" (American Marketing Association).
This is the image or idea individuals get when they see or think about your product. The benefit can be practical or emotional. Products can be copies, but brands are unique.
"Endowing products and services with the power of a brand" (Kotler & Keller, 2015)
Give meaning to your business. What do you want on people's mind when they think about your product? Give people a good visual and emotional reason to choose your product. Branding affects everyone; consumers, employees, shareholders and third parties. For example, if you strongly disagree with a specific brand, you might feel less inclined to apply for a job position with them.
Many ways to shape and hone a brand. Here are a few:
Display purpose, values and mission statements
Where and how you advertise
Display Sponsorships and Partnerships
Provide and Display Excellent Customer Service
Display Pricing Strategies
Customer Experience and Product Design
Unique and branded mobile app for android and apple.
Businesses are like people. We are all different and have our own voice. What is your business saying?