• Alexa Skibitsky

Components That Create A Stronger Brand


When you first think of a company's brand, you usually just think of their logo, name, and business. However, these apparent elements are important for aspects like brand awareness and loyalty but they barely reach the idea of what branding really consists of. Branding tactics are extensive. It is something that a business owner must put their everything into while making sure they have a loyal customer base and brand that serves a purpose overtime. There are many components necessary to create a strong brand, however three of the core components consist of brand identity, brand purpose, and brand experience. Typically, a brand’s success depends on how well these components are executed and embedded into the company for the satisfaction of customers.

A question that is commonly asked when talking about a brand’s identity is “What can be done to make sure our customers remember our company?” A business's brand promise is not just a tagline, rather an interpretation of your brand to be perceived externally. It is important to first establish and identify your mission, which incorporates thinking about why it was created in the first place and what the goal of your company is. When customers hear a brand’s goal, they instantly want to be able to have a connection with it and come back to it if it is enjoyable. This is also known as customer retention. It is also essential to be different from your competitors and state what makes you different from them. When running marketing campaigns, traditionally companies will relate back to their unique value proposition to set them apart from their competitors. This can also be done visually. Aspects like logos, slogans, and colors can heavily affect a company’s brand identity. Using combinations of simple colors and keeping them consistent when marketing is a great way to increase brand recognition.

When developing your brand identity, it is important to think about the values and purpose your business is offering. They should collectively work together to tell a bigger story as to who you are and why you need the recognition you deserve. Every phase of a well-thought-out brand purpose should keep the customer in consideration. Consider that the ultimate goal is to emotionally connect with clients, making your brand a more appealing option. It also offers employees a higher sense of purpose and meaning in their work, which leads to increased productivity and job satisfaction. Another strategy to convince buyers to choose your product above your competitors is to give it a brand purpose.

The way your customers connect or interact with your products, services, team, and other interaction points along the road is the brand experience (such as your social media). The brand experience encompasses everything from a customer's interaction with a salesperson through their use of your goods. Continuing to promote your brand after the sale by providing an above-and-beyond experience can lead to long-term relationships with repeat consumers. Even better, clients who have had a positive experience with your business will tell their friends and family about it, which will help you expand your customer base. Brand experience, which is usually handled by marketing or management, is all about establishing a sensory user experience in order to become memorable to customers. This technique helps convert brand awareness to brand loyalty by connecting and engaging with the target demographic.

Building a successful brand is a continuous process that requires constant tweaking and improvement. However, in order for your brand to be effective and attract a long-term audience, you must have the appropriate branding components such as brand identity, brand purpose, and brand experience.

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