Just what is it that makes one brand better than another? And for that matter, what exactly is a brand in the first place? The easiest way to think about a brand is to think of it as the “image” that a company creates about its products, services, or itself, in the minds of consumers. Dominant brands are very solid–they are effective at communicating a clear, powerful message that resonates well in the marketplace. It speaks for the company in a voice that rings true; so much so that if the brand happens to hold the #1 position in the marketplace, it means that consumers have accepted the idea that that particular product is the “best” choice, or at the every least, that it is superior to all others in a particular category.
Every company, regardless of size, has a brand identity–whether they’re aware of it or not. Your company image, as it is at this very moment, is your brand today. And every brand (including yours) exists on a scale in the minds of consumers, between highly positive and highly negative, and between very strong to very weak.
Building a strong, positive brand should be priority #1 for any serious business owner interested in long-term success. This is the strategic foundation that ensures greater market share and profitability–and, with less effort–once the brand is well established.
In subsequent posts we’ll explain how to build a strong, positive brand, as tell you what advantages your company will enjoy by having that kind of brand.