What’s so special about brand name?
Products are made in factory, brands are created in mind.
Definition of brand: A name, symbol, term, design (or their combinations) intended to signify the goods or services of one seller or group of sellers to differentiate them from those of competitors.
Founder of Revlon once asked his sales force what business they thought they were in. All replied ‘ selling cosmetics’. he said ‘ No, you’re in business of selling dreams’.
Shakespeare was wrong. A rose by any other name wouldn’t smell as sweet…..which is why the single most important decision in the marketing of perfume is, its name.
Brand logo is a vital element, visual representation of brand story. Brand slogan should explain overall value preposition, be short, concise, catchy. Brand tone symbolizes your communication with customers: professional, friendly or laid back.
A brand has certain value, creates significant relationship with customers based on their experiences. Customers buy brands they can associate with, which share their beliefs, aspirations.
Strong brand summarizes how well people remember your business, what customers are willing to pay for your products, what people say about the brand to others, whether consumers openly support or criticize your business, whether people trust doing business with you, employee’s morale and how they work, who will partner with you to invest in your business.
Build your brand, customers will come. Optimize it, more will come.