Your Brand is Your Future... Minding the Brand
Of all the things you manage, nothing is as important as your brand. Nothing is as valuable as your brand. It is the only thing that never expires and has potential to live on.
Fundamentally, a brand is a promise. It is a promise that is conveyed to customers by everything you do... the brand name, logo, advertising, the way they are treated by your representatives, signage, storefront, billing statements, catalogs, new articles, the internet, etc.
Each contact with your brand either builds or erodes it. To build a strong "brand structure" that can withstand negative forces, you must do your strategic homework, by first correctly defining you business and then selecting a brand positioning, personality and customer relationship strategies
Importantly, brand positioning, is how you are perceived by consumers/customers, concentrates on the perceptions of the prospect, not on the realities of the product or service.
Successfully established strong brands always share these characteristics:
- It delivers the benefits consumer's desire.
- The brand stays relevant over time.
- Pricing is structured on consumers' perception of value.
- The brand must be consistent.
- The brand portfolio makes sense.
- Focuses all activities on building brand equity.
- The brand is given proper, sustained support.
- The company monitors sources of brand equity.
Your Brand is Your Connecting Point to the Consumer
Brands develop and become meaningful assets through a calculated process of well developed positioning (how customers think about the brand), a brand personality (the human traits that the brand portrays in its relationship with customers), and brand affiliations (how others perceive people as brand users).
From that perspective, The Browning Group's successful brand building programs are always founded on a keen understanding of the marketplace an the consumer (market structuring, consumer research and analysis). This includes a clear definition of the business and strategic performance of the brand, a sensitive understanding of the competitive environment, research among current and perspective customers to grasp their perceptions and results they seek, and importantly, a creative process that generates innovative ideas that stand the test of the brand's strategic criteria.Our brand development programs also recognize the lifetime value of customers through specially designed "Customer for Life" programs that are focused on creating a sustained relationship with customers...with the initial intent to create "brand enthusiasm", and ultimately, developing "brand advocacy" (customers becoming active missionaries for your brand).