The brand beyond the product: Creating a lasting impression
“A brand is more than just a product” is a statement we’ve been hearing for a long time. Now, evidence shows that more marketers are placing brand marketing at the centre of their strategies for long-term success. A recent survey from Marketing Week suggests that 36.7% of senior leaders understand that investing in brand building drives long-term performance.
Creating meaningful connections is essential in today’s market. It’s about the emotional and intellectual relationship a company, or individual, builds with its customers, the consistent and recognisable identity it creates and the value and trust it delivers.
Here are 8 reasons why a brand plays such an essential role in your business strategy:
- Identity and values:
A brand represents your identity, character and values. It promises what the customer can expect from you and its products or services and includes your mission, vision and core values. - Emotional connection:
A brand creates an emotional connection with your audience through consistent messaging, storytelling and experiences that resonate with customers personally. A strong brand evokes feelings of trust, loyalty and relatability. - Customer experience:
The customer experience encompasses every interaction a consumer has with the brand, from browsing the website to purchasing a product to receiving customer service. A cohesive and positive customer experience reinforces the brand’s image and reputation. - Visual identity:
Boost your brand visibility and engage your audience with a memorable identity and compelling comms. Visual elements such as logos, colour palettes, typography and good design are crucial components of a brand. - Point of difference:
A strong brand differentiates and stands out from its competitors. It highlights what makes your products or services unique and why customers should choose them over others. It can be based on quality, innovation, customer service, or other distinctive features. - Consistency:
It is crucial to maintain consistent messaging and delivery across all platforms and touchpoints. This ensures that the brand’s message is clear and reinforces its identity. - Reputation and trust:
A strong reputation can lead to customer loyalty and advocacy, developed over time through reliable products, transparent communication and shared values. - Impact:
Some brands go beyond their products and make a difference in how we work and live. You have the power to influence lifestyles and social trends and can affect political and environmental factors.
Conclusion
Struggling to stand out in a crowded marketplace? I support business owners, marketing teams and brands in building credibility, fostering loyalty and effectively communicating their value through strategic design and compelling storytelling. By tailoring these elements to each unique brand, I help set them apart and make them memorable, leading to positive experiences and sustained growth.
Get in touch here if you would like support with your branding and design communications.
About the author
Hi, I’m Karen, an accomplished branding specialist and design professional with a wealth of creative insights and experience in shaping compelling brand stories, visual identities, design and campaigns.