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What is Brand?

Brand is one of those words that is widely used but not well understood. So what does “brand” mean? Put simply, your “brand” is what your prospective customers think of when they see or hear your brand name. Your brand name exists in the physical world; people can see it. But your brand encompasses much more and exists in people’s minds as perceptions and visuals of what they have experienced when using your products or services, whether that is positive or negative. These perceptions reflect and represent your business, product or service to that customer regardless of how fabulous you believe your offering is.

While many people refer to a brand as just a logo, a brand is actually much larger. A brand is the promise of what will be experienced by the customer. Brands evolv and become stronger over time through advertising and brand awareness campaigns, word of mouth through existing customers and friends of the business, the way your customer interacts with your staff and talent, and ultimately, the experience your customer has with your product and service.

Brands simplify customers decision-making process. Over a period of time, consumers discover the brands that satisfy their needs. If the consumers recognize your particular brand and have knowledge about it, they make quick purchasing decisions that save them time. Customers remain loyal to a brand as long as they believe the brand will continue to meet or exceed their expectations. As long as the customers get benefits and satisfaction from your product or service, they will more likely continue to buy your brand.

Whether your business is just starting out or been around for 30 years, if you’re a business in a crowded or highly competitive space, which nowadays is most industries, branding is your most important asset as it is your opportunity to position your uniqueness or offering and use that to your advantage but also make your business the obvious choice for your customer.

If you need help with your brand or some advice on branding, contact us at hello@evolvdesign.com.au