Emotional branding and the strategic value

Etymology[ edit ] The word, brand, derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High Germanbrinnan and Old English byrnan, biernan, and brinnan via Middle English as birnan and brond. Later the firebrands were replaced with branding irons.

Emotional branding and the strategic value

Ten tips on branding First steps for creating a brand Successful branding is about promoting your strengths.

Emotional branding and the strategic value

What drives your customers? What makes them buy? Ask existing customers what they like about doing business with you. And asking potential customers what they look for in their buying decisions can also give you useful information to help develop your business - and your brand.

For example, a clothing store that has high fashion as a brand value can capitalise on it if its customers and potential customers want to buy the trendiest gear. What your employees should know Create a document containing your core company values and benchmarks for how you want to operate and be seen to operate.

It should encapsulate the purpose of your business and why you think you are different from your competitors. Communicate this to your employees to ensure you are all working towards the same aims, and review it regularly.

Tell your customers Remember that every possible contact you have with a customer or potential customer needs to reinforce your brand values. Key areas to consider are: Its brand values could be "classy, special, elegant".

As a result the brand -and possibly the business - will be undermined. Your logo can be of particular significance to customers. You should create a policy on its usage, ensuring it is used consistently and its quality is always maintained.

Brand - Wikipedia

This acts as a reassurance when customers are considering buying your products or receive them after purchase. Your logo can act as an initial guarantee of quality in these circumstances. Similarly, ensure that you consider the design and quality of your invoices and receipts, which can often be the last stage in an interaction with a customer.

This can affect their willingness to give you repeat custom and even to pay on time. All of your employees will play a crucial part in managing your brand because how they act has a powerful impact on what customers and your own staff think of your business.

If your employees believe in what your brand stands for, their actions will provide effective evidence of it when they are dealing with colleagues and customers.

Keep employees involved by setting up a suggestion scheme, or regularly taking the time to discuss your brand and how your business is performing.

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Continually reinforce the message that what they do is important and explain why. Make sure they know that breaking the promises to customers that your brand makes - even just once - can damage the brand and your business. Outside your business Get regular feedback from satisfied customers to check that your business is consistently delivering on the promises your brand makes.

Ask dissatisfied customers or former customers as well - you can gain valuable, and sometimes more honest, information from them about how your brand is perceived.

Remember that customers change too. See the page in this guide on reviewing your brand for details of how regular reviews help you ensure that your brand still matches their needs and preferences.Improve your brand performance by developing a deeper understanding of your brand, target and communications.

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The Value of Creating a Defined Brand Strategy

Explore the newest management thinking and concepts learn from world-renowned leaders and share insights and experiences with your peers at AMA conferences, forums, briefings, Webcasts and special events.

Jody Ordioni is a keynote speaker, author, founder and chief branding officer of Brandemix—a New York-based branding and communications agency that solves challenges through defining and marketing organizational culture to the people who drive business forward.

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising.

Name brands are sometimes distinguished from generic or store brands..


The practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in. In this article, we explore, 1) the definition and purpose of strategic marketing, 2) the three phases of the strategic marketing process, 3) guidelines for effective strategic marketing process, 4) problems to expect in the strategic marketing process, 5) p.e.s.t: trends to consider when implementing marketing strategy, 6) strategic marketing process simplified, and 7) why Apple’s strategic.

An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer.

Strategic Thinking Exercises – More than Strategic Planning Questions | The Brainzooming Group