The brand of your company is more than just its name or logo. Your brand is not what you say it is, but what others say it is. Interestingly enough, strong brands distinguish themselves from the market through emotional associations that connect target groups to the brand. Strong brands succeed in communicating and providing the experience of an authentic, relevant and distinctive image. The brand gives them direction with their customers, employees and stakeholders.
A misconception in branding is that a strong brand is a popular brand. There are only very few associations that need to be widely recognised. Why should a random person care about your company? What is most important is to be relevant and valuable to the audience you serve. No matter how specialised that is. With branding, the following applies: whoever chooses sharply, will be chosen.
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Published: 22 January 2021
Author: Ton Willemse, international business consultant
Intraservice BV, Nederland