In the past, branding was the term for popularizing a name, slogan, symbol or design. It could also be a combination and distinguished one company from another. Georgia businesses should know that branding has become much more complex.
Today’s world, according to The Balance, calls for branding as letting the public see a company as the sole provider of a product. By clearly stating a message, emotionally connecting, confirming credibility, motivating the buyer and creating user loyalty, the brand has evolved.
Brand strategies allow a company to understand the needs and wants of its customers; this is done through every phase of public contact. The public thinks of a brand as a living, breathing person, with whom they connect at an emotional level.
Strategic marketing asks if it meets or exceeds what was promised. Loyal customers flock to brands that meet or excel their promises and expectations.
• Did the product perform as expected?
• Was the quality as good as promised?
• Was it a positive customer experience?
Branding can also create employees that are more loyal by letting them know they are part of something important, not just a wheel cog. Sometimes employee loyalty can be just as vital. Brands should provide both external and internal value. Some answers may be needed to important questions.
Much thought and effort goes into creating a successful brand by a business, with input from marketing, the creative team and many others. Protecting a brand and intellectual property from infringement as well as knowing about patent law is best accomplished with an attorney who specializes in intellectual property law. If a competitor is seeking to take advantage of an intellectual property, an attorney should be consulted. They will protect the interests of their client with knowledge and experience.
