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What Is Branding In Business?

23 Jul, 2008  Home Business, Internet Marketing, Small Business, entrepreneur, outsourcing, virtual assistant

Brands are icons of our society reflecting our personal preferences, values and lifestyles.  A brand is not something tangible, such as a label, logo, style and feature.  In other words, it does not consist of rational features and benefits.  A brand is created in the hearts and minds of the consumer.  Brands have an emotional connection.  They are way beyond rational reasoning and logic, product superiority, product attributes, or technical specifications alone.

Within every brand there is a compelling thought.  That thought is marketability.  The importance of building a marketable brand identity is vital to the success of a business.  It is like a fingerprint; it reflects the mood and tone you want to capture in whatever piece of communication; advertising, newsletters, brochures, signs, web sites, etc.  A 360-degree branding captures the thought that each point of contact that an individual has with your business should reflect the same tone.  Having the same tone does not necessarily mean that every piece of communication must look the same.

Any communication generated by the business should reflect the passion that those affiliated with the business have for the product/service.

The brand can be a registered trademark, which means its use by any other business is not allowed without expressed, written permission from the business that owns it.  The primary purpose of a registered trademark is to prevent people from becoming confused about the source/origin of a product/service.  Trademarks help people answer the question: “Where did this product come from?” and “Who provides this service?”

As people become familiar with your brand/trademark and the product/services it represents, it will gain a 2nd meaning as an indicator of quality.  In this way trademarks establish a way for people to answer other questions: “Can I trust the product/service?”  For this reason, trademarks are valuable assets, worthy of protection.

 Virtually yours,

Linda Belan
Your Outsource Solutions, LLC
www.youroutsourcesolutions.com

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