Whether you are the CEO of an emerging brand, a business owner of a small corner bakery, or the head of a large B2B service organization, understanding the consumer’s decision journey is critical in today’s digital world. Previously consumers would have to travel to the store and search the shelves, visit a show room, or talk directly with a sales rep to understand their options. Today, consumers can easily research your brand or business on their computer or mobile device before they make their decision. This has changed how you need to think about how to reach your customers.
So now, you know you need a strong brand. The real question is, "How do you build one?" Building a strong brand is about having a clear understanding of what your brand stands for, and then making sure everyone else understands it too. It is as simple — and as complicated — as that.
If you're serious about building a brand, don't start advertising just yet. Marketing tactics are the last step. Building or reenergizing your brand starts with answering some questions about your product or business:
A TWO-PART SERIES ON WHAT IT TAKES TO SUCEED IN TODAY'S INCREASINGLY COMPETITIVE MARKETPLACE
By Susan Cyliax, CMO
PART ONE: YOUR LOGO IS NOT YOUR BRAND
If you have a product or service that everyone needs and no one else offers, it's easy to be the best. Unfortunately, that's not a reality for most businesses today. To succeed in the real world, businesses need every advantage they can get. Many CEOs agree that the way to win is to build and manage their company's brand. You know that classic line from “Field of Dreams”: "If you build it, they will come."? Well, it might not be that simple, but if you build a strong brand, then customers will be more likely to come!
Your business has a name and logo and you advertise, but do you have a brand? Successful CEOs and business owners know that branding goes deeper than a name and logo. Logos, tag lines and advertising campaigns are traditional marketing tactics that merely scratch the surface. Brands connect with customers.