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Branding is what creates customer loyalty. They say it is what keeps consumers loyal and buying repeatedly.
I’d go further. Branding is what helps a prospective buyer call to mind a particular company when it comes time to buy. In other words, branding also helps with awareness.
In a world of infinite choices, branding that helps people remember YOUR company is more important than ever. Today consumers have a seemingly endless choice of retailers, products and services available at their fingertips online, or at the local strip shopping centers or shopping malls.
Pricing is easier to discover and compare than ever before. In certain industries there may be very little price difference.
When all prices are the same, what makes the buyer choose one over another? Nuances and qualitative factors may make the difference.
For small businesses, what sets apart the business may be factors such as high quality, craftsmanship, personalized customer service, superior knowledge to help customers make the proper product selections, and similar qualitative factors.
The challenge for some small businesses is how to get customers to think of them when it’s time to buy. You don’t want your company to be nonexistent in the customer’s mind.
And if they see your brand name in a list of competing vendors (such as in a search engine), you want your brand to be associated with positive factors that make it stand out.
Branding is not a replacement for sales or specific marketing campaigns. But branding assists and reinforces your sales and marketing efforts in important ways.
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