Creating Your Product's Identity

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

  • Branding promotes recognition
  • Your brand tells people about your business
  • A strong brand generates referrals
  • Branding promotes recognition
  • A strong brand helps customers know what to expect
  • Your brand helps you connect with your customers emotionally
  • A strong brand provides your business value

Kraft purchased Cadbury for $19.5 Billion. What exactly did they buy? The chocolate? The factories? The recipes? The candy makers? No. They bought the brand. A strong brand creates opportuntity to continuously create and sell products to existing customers who trust everything you do. Your brand needs to ingrain within your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, your customer base will love you and continue to use your product/service. View a recent business development project where we sourced and created a product from scratch, we had entire creative freedom on creating the logo, product packaging, and brand intu eCigs, let us know what you think!