People say branding is having a website, marketing a product or having a logo, but it’s not. Logo isn’t branding it’s a symbol of the brand. A brand is not a product, a brand is not the promise that the company makes, it isn’t even advertising. A brand is the impression made by people. Graphics, website, logo, marketing ends up in getting in people’s heads. So in other words, “Brand” is like a reputation.
People often get a logo, a tagline, website and maybe some product and call it brand, but it’s not. Brand is actually what is in people’s heads about the logo, or the reputation we are putting out, the design of the product, look and feel, how your employees behave, it’s all of your business.
How to check the effectiveness of branding?
People often say the effectiveness of branding cannot be measured as it is an enormous task, but it’s almost cheap and free to do, if a company wants to do it. Brand Ladder can help us explain. It explains how people think or how they regard your company.
Here is the brand ladder
There are four levels to measure:-
- Satisfaction – Are people satisfied with the product or service? Are they willing to purchase again? This is the first thing that builds trust.
- Delight – Delight is when people start to talk about your brand to their friends, as they think you provide value
- Engagement– Do people think part of the company? Are they excited when a product launches or do they engage in your social platform? Engagement comes when people think they belong to the same tribe. For Example Apple, people close their eyes and buy whatever Apple launches, this shows how loyal Apple customers are.
- Empowerment– This is the top of the ladder or peak of your measure where people think, what would I have been without this brand? I wouldn’t be this happy without this brand. Ever thought, brands can make you feel this way?
Your customers are distributed in all these levels and you have to see how many moved up to the top and this is the way to check the overall success of the brand.
We have a team of content writers, graphic designers, web designers, product designers, marketers all under one hood so that the client doesn’t have to search somewhere. We also accept small requests like logo designs, web designs or any individual request as per the client request. Everything under one roof, not only gives the client a relief as he doesn’t have to search for some other service but also, helps us manage things better at the root level.
People understand engagement. They understand how engagement leads to loyalty and loyalty leads to higher profit. But people don’t understand branding. Branding is a way to bring more people to buy more products for more years at a higher price. And we help people achieve it.
Branding isn’t a one day project but a life long.
FINAL WORDS:-
Your brand isn’t what you say it is. It’s what they say it is.
-By Marty Neumeier.
Check my previous blog on Why I Love My WORK?