Know the Importance of Branding by ApptivoAptivo


									Know the Importance of Branding
 If you have a great product, it does not necessarily mean you will be able to sell it. People must
be made aware of its existence and value. Here‟s where branding comes into play. Today, Apple
and Google are some of the most well known global brands; achieving financial success in the
same proportion. In other words branding makes your enterprise identifiable and commercially
successful. Few people will opt for unheard of or obscure brands because most people perceive
that doing so is a serious risk.

Branding is the most important area of any business. It is more important than the product, price
and location. Your company‟s brand is its definition in the world. An actress may be pretty, but
without a name, she‟s just that woman in that movie. Take the example of Nike—tagline “Just
Do It” is not perceived just as a shoe manufacturing company. Its brand associates it with
positive lively characteristics such as dynamism and energy. People prefer to buy branded items
because the brand exemplifies good quality or a desirable value or trait.

„Xerox‟ is the name of a company manufacturing photocopying machines. However, the brand
“Xerox” is so strong that the act of photocopying is called Xeroxing. This is an apt example of
the power of branding.

How branding should be done?

The brand name should be unique. Your product should be perceived differently than others in
the market. Brand name should be simple enough for people to remember. People find it difficult
to remember obscure or complicated names. It is important that brand names and logos should
not closely resemble that of a competitor. This will confuse your target audience and may prove
to be counterproductive. Choose a name that would not associate with something negative but
rather something positive.

Ways and means of branding

Branding can be done in several ways. It is imperative that you hire skilled and proficient
professionals with hands-on experience in branding. Doing so is well worth the investment on
time and energy. Branding should make your audience perceive your product differently and
superior to that of your competitors. You can sell merchandise such as clothes and toys, which
will also advertise your brand. A polished and well advertised website will also do wonders for
your brand. Getting someone famous to endorse your brand would do wonders to your business.
Also, handing out promotion products such as notepads, memory sticks, mugs, etc. with your
logo on it will help get your name out there. Consider advertising in print media or television as
other channels of branding as well.

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© 2011 Apptivo Inc. All rights reserved.
Brand loyalty is an important part of building a brand. Consumers have a plethora of
product/service choices in the same market segment. If a company wants to be a winner, it will
come up with a way to ensure that customers keep buying their products rather than that of its

A brand uniquely identifies your enterprise and what it is selling; it‟s as critical as giving a name
to a baby. Time, money and energy must be invested to transform your nascent business to a
fully mature and successful one.

How do you propose to brand or re-brand your products and services successfully?

Start marketing your company with Apptivo’s tools.

Maya Pillai is passionate about helping small businesses and professionals. She is a blogger for
Apptivo's Small Business University.

© 2011 Apptivo Inc. All rights reserved.

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