Company branding:

• helps to improve the image of your company

• helps your company to achieve growth and loyalty objectives

• gives a sharply chosen and distinctive positioning for your company

• gives you the tools to achieve an authentic, attractive and sustainable image

• ensures that target groups emotionally commit themselves to your company: firmly and persistently

• gives you direction with customers, employees and stakeholders

• ensures that your company, your employees and your products or services are given a premium and a competitive edge

• helps you avoid not being accepted by new target customers

• helps to avoid that you customer experience leads to friction and rejection

• helps you avoid getting stuck in unfruitful marketing strategies.

The brand of your company is more than just its name or logo. Your brand is not what you say it is, but what others say it is. Interestingly enough, strong brands distinguish themselves from the market through emotional associations that connect target groups to the brand. Strong brands succeed in communicating and providing the experience of an authentic, relevant and distinctive image. The brand gives them direction with their customers, employees and stakeholders.

A misconception in branding is that a strong brand is a popular brand. There are only very few associations that need to be widely recognised. Why should a random person care about your company? What is most important is to be relevant and valuable to the audience you serve. No matter how specialised that is. With branding, the following applies: whoever chooses sharply, will be chosen.

DO YOU WANT A BRAND STRATEGY? CONTACT INTRASERVICE.

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Published: 22 January 2021

Author: Ton Willemse, international business consultant

Intraservice BV, Nederland

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Also read:

Why brand strategy comes before business strategy

5 ways branding helps you and your staff