What Is Branding and How Important is it to Your Marketing Strategy?

November 13, 2012

Business is all about branding and making your mark on people so that they remember who you are and where you come from. In the same way a cattle brand leaves a permanent mark on a farmers cattle, so too does company branding on the minds of people. The only difference is the branding is mental and not physical, so instead of seeing the image stuck on your body somewhere, you vividly remember it in your mind without any question.

Essentially that is all that branding is as mentioned on http://www.scandisplay.co.za; a way to create a lasting impression on people so that they always see you in the places that they expect to see you and they think about you when the time is right. If you take coca-cola as an example, when you sit down at a restaurant and you are unsure what to drink when the waiter arrives to get your order, the first thing you usually think about is a coke.

As strange as that may sound, it is often quite true and people generally have no sensible explanation why they do it. The answer to this great mystery lies in the branding of coke, and how they have managed to get themselves positioned and advertised in just about every corner of the globe. In fact, you’ll be surprised to know that Coca-cola doesn’t even make coke anymore, they outsource all of their production to other companies and then they focus entirely on marketing the brand.

How Branding Fits Into Your Marketing Strategy

If your potential customers don’t know about you or where to find you for that matter, you are going to have a hard time trying to generate business. You will effectively spend most of your time trying to get the people to come to you, instead of letting them come to you on their own. Not only do you give yourself much better awareness, but you also have a much easier job trying to sell stuff when the people are coming to you for your products and services.

The whole purpose of marketing is to give people the necessary information they need to make an informed buying decision before or during the process of purchasing your products or making use of your services. If you want to be the first thing people think about when they need a product or service like yours, then you need to have created enough awareness and impact on the people that would most likely be paying attention. You need to create informative and effective marketing communiqués that will stick out when the time is right.

The process of developing a marketing strategy usually entails defining who your potential customers, how they think and what makes them decide to buy a particular product. That usually falls under consumer psychology and understanding the decision making process in people, but at least it is usually included in most business management training courses so the people dealing with it will know exactly what to do.

When you are formulating your strategy you have to keep all of that in mind, so that when the time comes for you to start creating your marketing messages, they will have the impact necessary.

Create a Brand for Yourself So You Can Get Recognised

A brand is just a name that differentiates your own company from all the rest. You need to be able to show people that you are different and you have nothing to do with all the others on the same bandwagon. You need to place yourself in places where you can get noticed and you need to do it often enough for people to realise who you are and that you actually mean business.

Instead of just sitting around and hoping for people to notice you, or actively going out to find business you can work on getting people to find you instead. That means that you just have to put in a bit of effort in the beginning to make sure that you are visible and that you stay visible, and you can sit back and watch as all the new sales and new clients start rolling in to your doorstep, looking to do business with you.