How does branding help in marketing field?
We are in a volatile customer preferences era, customer preferences did not only shift in taste but emotionally they continue to shift. It’s about how quickly can you tap into my MOREs (values or belief system) about product experience?
That’s where branding applies — to create marketing assets for your products/services, you need to start with clarity first.
What is clarity?
Clarity is a sense of direction that helps you define what you really want to become as a company: startups, small companies, and large companies.
Brand clarity is about aligning your purpose with product experience you want to bring into the market.
Key elements to consider for a brand that will assist in marketing:
1. Purpose — why are you really here besides money? Why do you do the work you’re doing as a company?
2. Key messaging — what signal do you want to send to customers? Is it a signal about comfort, flexibility?
3. Tone — through visuals, imagery style, layouts, what do you sound like?
4. Positioning — what space do you want to occupy in customers’ minds?
Key Takeaway
– Branding helps in marketing through emotional connection created through purpose, positioning, tone, key messaging clarity.
– Seek clarity first to create a brand that helps in marketing.
– A brand is about emotional connection a customer has towards a company, products, values, promise.