Brand development is a holistic process driven by brand strategy and creates a successful brand to achieve specific business objectives. Four critical components usually drive brand development: value, emotion, difference, and awareness. These four components are the heart and soul of your brand, and unless you capture them in your brand, your brand investment will have little to no Return on Investment (ROI).
In simple terms, a brand can be described by these four components:
If nobody knows about your brand, your business is not going to get far. Making sure that your customers and stakeholders are aware of your brand should be your top priority.
There are thousands of businesses offering similar products and services like your business. Why should a customer believe that you provide a better value than others? A well-designed brand development and management program will provide compelling reasons for your customers to believe in your brand.
Your business needs to provide the value that meets expectations or goes beyond expectations to differentiate itself from competitors. Once customers understand the value proposition side of your brand, they will believe in your brand and the value it provides.
An essential aspect of brand development is to create a positive emotional attachment to the brand. It is one of the most challenging things to do, and even the most successful brands often fail to accomplish this. A brand’s ability to create an audience response without the audience seeing the product or directly experiencing the service can result in exceptional brand loyalty. An emotional connection can be so strong that at times it defies common sense. To be successful in the long-term, a brand must do everything it can to connect with its customers on an emotional level.
To create this emotional connection, you need to understand your audience. You not only need to respond to the current needs but to the future aspirations of your audience. Too many times well thought out branding strategies fail because they cannot identify their target audience and do little to build an emotional connection.
Brand loyalty is all about winning the hearts and minds of your customers!
How We Can Help
At Amplimark, we create compelling brand experiences through strategic insight, thoughtful planning, and superior implementation. With in-house expertise in brand strategy, brand identity, and brand management, we deliver business performance and meaningful business results.
Need help with your brand? Contact us online or give us a call at (515) 225-6438 to schedule a free, no-obligation initial consultation!