REPUTATIONAL POWER OF BRANDING
Fortune Magazine went so far as to suggest that, “In the 21st century, branding will be the only unique differentiator between companies”. While this claim may be a little dramatic, it’s certainly the case that there are branding opportunities to be exploited, and financial gains to be made, in every field of business and particularly in the online arena. As consumers are not often familiar with the services or products they seek, the brand allows buyers to buy online with confidence. It acts as a route map through the bewildering variety of choices we routinely face in the search engines, and the brand will often be the underlying appeal which drives the purchase. These brands, the ones with strong equity, embed themselves deeply in the hearts and minds of consumers.
INFLUENCING THE CHOICES OF STAKEHOLDERS
A brand is a special intangible that for many businesses is its most important asset, purely because of the economic impact that brands have. They influence the choices of the customer, employees, investors, and government authorities… and in a world so abundant in choice, at the click of a mouse, such influence is crucial for commercial success and shareholder value. In this sense, the brand manifests itself as an organisation’s reputation, which in turn contributes strongly to its value.
IMPORTANCE OF BUILDING BRANDS
We’re obsessed with building great brands and we’re proud of our understanding of what makes for a great brand. Of course there are many formulas, but a winning brand should require no introduction, no explanation, and very little advertising. It’s what makes you different from your competitors and the emotional tug that connects you with your audience – all in one, or a few words. The visual distinctiveness of a brand may be a combination of name, numbers, a symbol, a shape, a slogan, a colour, or even a typeface. The name, however, remains a very important element of the brand as its use in language provides a universal reference point. A good brand name will carry with it a promise of quality. A good brand name will provide the brand owner with a valuable asset that is directly linked to the creation of profits. In essence, a good brand name is defined by being distinguishable; of good quality; and having a good reputation. We’re committed to guarding the reputation of our brands and generating customer loyalty because this goodwill will naturally translate into increased revenue for the brand owner.
Graphic Alliance appreciates the role of branding and brand strategy in assisting businesses with getting their values across in the most succinct manner. If your strategic ideas and experience are going unheard, why not consider joining us? Explore careers here.