The process of developing a strong brand requires a clear vision of how you want your company and its products to be perceived and what portion of the market you hope to reach. Positive influence starts with knowing who you are and what you stand for (your brand essence). You need to ask yourself difficult questions, gain consensus about your organizational values and traits, and activate your brand across teams, locations, and channels.
Once you have determined these factors, the benefits of the strong brand you create, will drive your business. A strong brand makes the development and launch of new products and product lines less risky and more welcoming by the consumer.
For example, if a consumer purchased your widgets and found them to be of good quality and value, he or she will be more likely to try the new line of tools that carry your brand when you release them. If all things are equal and the price of your product is competitive to the price of the unknown brand, the consumer is likely to go with your brand thanks to the strength and trust of its name.
A successful brand is self-promoting, stimulating a unique experience, breathing loyalty, and offering consistency in the quality of the service it offers. A strong brand influences its target audience and engages those who may not have been targeted at all.
The pivotal point of brand development is trust. Without it, the brand promise is broken. Consumers generally believe they can trust a brand to meet most of the elements of the brand promise.
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