Brand building is one of the most important exercises for any business and plays a great role in advertising. It creates a brand image and helps people identify a brand’s USP (unique selling proposition). A brand is an intangible asset for any business. Once a positive brand personality is established, it doesn’t matter how small is the size of your new store or of your staff, it will sell. What stays in people’s mind is the perception that they already have built with their past experiences with your service quality.
A business without branding is just like a lonely camel in a desert. It exists but stays far from the rest of the world. Brand building ensures that your business has a stable and unique name, logo, tagline, service throughout its presence. It inspires loyalty and trust in your current customers and provides them with a sense of familiarity.
So, what goes into brand building?
Consistency – A brand must be consistent in advertising and service that it offers. It has to make sure that it uses the same logo, tagline, colours, patterns etc. in every medium chosen to advertise. This prevents confusion in the minds of people and gives them an opportunity to explore your services across your various operational offices.
Service – The business has to take care that it offers the same services to all its customers across its various outlets or showrooms. Each and every employee must be taught to behave in a certain manner with its current and potential customers to help in brand building. People tend to form an image with the type of service that you offer.
All in all brand building is a must for any business and must be taken care of to gain an edge over your competitors in the market.