Paraphrase: Blog talks about the value of brand in the digital age and how it elevates by focusing from perception to adding immense value to business. It discusses the top view which is essential for any upcoming company to have a good market placement. It gives insightful understanding of triggering right strategy and addressing them with some consistent branding practices.
When we look back at the best sellers today and how they have grown versus which are similar products or services in market we always get one logical answer - it is the perception that made me look forward for best. To represent an example: There are series of fantastic cell phones except Apple in market, but we still have a perception about Apple phones being the best. Also, we realize before the release of any new apple series phone there is an exciting series of branding where major demand creation is already been done.
Isn’t that amazing, before you go ahead and meet your client your brand is already on top of his mind.
I am not here to say that let us have Apple strategy – but point here is let us make a charismatic perception. Let your brand reflect who you are. This era is all about creating perception.
'Brand sells intent and perception
It is mental association and connection with right target audience
The usual challenge that is been observed with branding is most start-ups ignore and considers as an additional burden on business. They take branding as an expense. Branding support business not only in getting visibility but it also helps in increasing employee value, motivation and new customer acquisition.
There were couple of interesting findings that Continuum observed post interaction with successful entrepreneurs. Here are findings from those bright brains:
#1. Branding is Perception Management-
Human psychology has ability to associate with things mentally. To give an example If we talk about clothes and if we have to mentally think of buying clothes we 
would opt for Le Château, Roots Canada or Aritzia. we may end up buying or not it is a different case. But we all associate ourselves mentally with things we like and which are on top of our mind.
If we come across any service company which is selling amazing home décor but it just has a facebook page and we can’t locate them further through their website our first reaction will be they don’t even have website 🙁 Well that’s the perception. Whereas just think about them being well placed with logo, website, amazing look and feel template on it.
Suddenly things look different right? It is exactly what we mean by perception.
Sum of perception = Perspective = Branding
#2. Giving out message:
An interesting event happened with us - we were in conversation with an entrepreneur and the gentlemen wanted to create the branding strategy and when we asked him which is that one message that he wants to give as shout out to the targeted customers – he actually took a while get clarity in his thoughts. After almost a month he had come up with one sentence agenda on which will be that one powerful message that his brand will carry always.
We understand there are different segregation of products or services but when we reach out audience it is one message which has influential intent and all other branding strategies will be linked in accordance with it.
#3. Conveying to end audiences:
Conveying the message through right medium plays critical role. Before meeting the stake holder impression is already been conveyed in the form of presentation, website, logo etc. Start-up’s do think getting quick, cheaper and easy online logo making can make their business development process faster but they miss out on managing first impression.
Let us understand a few giants who of course never banged the market being the brand – Apple, Amazon, Canadian tire these logos are extremely simple yet powerful. The intention over here for them was to convey end customer the brand promise that they have adhered to. Their intention and connect speak is aptly visible in logo itself. Continuum supports its client to create impactful objective and actionable plan to meet right audiences.
#4. Emotionally engage with employees and end customers:
Branding is a promising feature for most who wants get engaged or opt for the offerings. Trust me worldwide if there are people who work with Apple, Citi bank or Amazon – they have these sheer loves for their brand. They don’t love the company they love the brand with which they are associated. Similarly based on branding guidelines ever try speaking with Apple customer care – you will experience brand promise in each executive’s word. Well now that is what we call it emotional connect which always give a sense of belonging and emotional connect.
Remember- Most buying decisions are made based on emotion and look & feel. Hire Graphic designers at Continuum, the best brand creators in Toronto, Canada.
#5. Focus on right things:
There is a part of branding in which it becomes inevitable to create the message that illustrates your key differentiator. It is about positioning the offering with WHY YOU? mindset. With lack of patience being the biggest challenge these days – Nobody is interested in looking at common and repetitive things. Your brand will be judge by putting right things first in the basket.
#6. Maintain consistency:
Branding is a cultivated habit right from the start. Best results are observed by being consistent and nurturing the branding plan right from the start. Any successful entrepreneurship book you read it will always talk about being consistent and then creating desired results.
Being consistent doesn’t mean what you should do but it should also have the capable plan to know what should not be done.
#7. Increases credibility:
With the consistent efforts comes consistent results which build brand credibility. It brings greater faith in investors, better stake in the market. It also opens a large wave of attracting talent, engaging in strategic partnership. Branding is no more luxury it is need of the hour for those who have a long-term plan and have a vision of making venture big.
Point to Ponder:
- What are your key differentiators?
- What is your brand promise?
- How do you plan to create a distinctive brand personality?
- Have you thought of giving and experience to your end customers?
In this journey anywhere you seek for answers please feel free to contact with us at info@continuumsoft.ca
Continuum Software Solutions focuses on encouraging startups in their journey of getting results. We intend to be an extended arm where you can focus on core area of business.