The Takeaway
VisionTEK
Last Update 3 ani în urmă
In her seminal book Designing Brand Identity, branding expert Alina Wheeler encapsulates the internal/external upshot of branding like this:
“Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.”
Leading an industry as an organization, outpacing the competition, empowering employees—according to the experts, branding is an indisputably powerful process.
When you understand what a brand is, how it is created, and the measurable returns that come from investing in branding, this power becomes evident.
Branding pays dividends over the life of your company, enabling you to attract better customers with lower marketing costs, all while commanding higher prices for your offerings.
Smoother sales, increased customer loyalty, the multifaceted benefits of brand equity—the list of benefits goes on.
At the end of the day, though, your brand is the way the world perceives your company. What could be a smarter investment than shaping that perception?