Our take: Branding is one of those concepts like “equality” or “justice” or “success.” Preference of application affects definition. However, there is middle ground and what follows are a few key takeaways that should be considered... | -------------------
- Have a Clear Vision for Your Brand.
- Maintain Consistent Messaging Across Platforms.
- Extend the Brand throughout the Company.
- Create an Emotional Connection to the Brand.
- Nurture Loyalty for the Brand.
If you asked 100 marketers what a successful branding strategy is, you’d probably get 100 different definitions. In fact, when asked that very question, successful marketing strategists and SEO experts provided widely varying answers.
Some view elements of a strong brand strategy in terms of tangibles, like logo, website, packaging design and product. Count among this group the American Marketing Association (AMA), which defines branding as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
Others argue successful branding strategies are more about intangibles, like perceptions, brand promise, brand positioning, and opinion shaping.
For example, Ashley Friedlein at Econsultancy calls branding “the sum total of how someone perceives a particular organization. Branding is about shaping that perception.”
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