Brand Marketing FAQ’s
What is a brand in marketing?
A brand is the perception of your business. It is a concept that only exists in people’s minds. It encompasses what your company stands for and what it is known for.
What are the characteristics of a good brand name?
- Conceptually Strong
- Relates to what your business does
Why is branding important?
Branding is important because effective branding attracts customers and inspires customer loyalty. Studies with MRI scanning show that strong brands activate the same part of the brain used in self-identification and rewards. Meanwhile, weak brands showed higher levels of activation in areas of working memory and negative emotional response. Branding includes the visual representation of a company, the brand promise, and the customer’s experience of the company’s products or services, making it the most complex aspect of marketing a business or organization.
What is included in a brand identity package?
A brand identity package includes logo design, brand name consultation, fonts, colors, messaging, and marketing collateral including business cards, packaging, email templates and brochures.
Why is brand identity important?
A brand is the emotional response a business evokes in a customer. Emotional connection motivates the buyer & concretes user loyalty. Users are more likely to engage with your business if they establish an emotional connection with your brand.
What is a company’s brand promise?
A company’s brand promise includes:
- Company’s message
- Company’s core values
- Company’s mission
The brand promise tells the customer what to expect when interacting with the brand.
What is rebranding?
Rebranding is the process of revising a company’s logo, name, or other marketing materials. It is an important aspect of brand marketing for any company with longevity. Logos, slogans, values, and norms for communicating with customers go through a natural cycle and must be revisited and revised periodically. You might be surprised to see the evolution of the Apple logo and other famous logos.
Why do companies rebrand?
Companies rebrand to remain relevant in the face of ever-changing aesthetics and modes of communicating. Many business owners fear that if they change a company logo, their brand will no longer be recognizable to customers. On the contrary, rebranding is an important opportunity to engage one’s customer base. Do you remember what the first Apple logo looked like? Imagine if Apple had never rebranded, and still used their 1976 logo today. Would it have the same success and instant recognition as the current logo?
Additional reasons for rebranding are to distinguish an organization from its competitors, to manage negative response, and to scale up to an international market.
