Today people have too many choices and not enough time.
Most offers hardly differ in quality and function. Therefore, we tend to make our buying decisions based on trust. Consistent branding helps here.
Trust arises when customer expectations are met and exceeded. If a company provides constant, reliable and high quality over a long period of time, then brand values form. While the performance has to be proven again and again, the belief in the values is constant and sustainable.
What is branding?
There are some assumptions about branding that don’t apply. That is why it is important to clear up a few errors:
- A logo is not a brand
- A brand is not an identity
- A brand is not a product
But what exactly is a brand?
The brand is the gut feeling that someone has about your product, offer or company.
It is a gut feeling because the brand is defined individually by people. The brand is not defined by the company itself, markets or the public. We speak of a gut feeling because people are emotional and intuitive creatures.
A brand is not what a company claims to be. It is what others say about the company.
Your brand isn’t what you say it is. It’s what they say it is.
Brands have depth, a message and sustainable values. They arouse emotions in the viewer, keep promises and give the customer orientation when making purchase decisions. So branding is a long-term process.