Presented below are the words quoted by top 10 branding blogs about the power of branding …

“A brand name can be one of the most valuable assets a company possesses. It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product. But because brand building can be costly and time consuming, it can be extremely advantageous for established brands to lend their name to a new item in the same category through line extensions. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.” –

“Do you own a business? Does your business have a strong brand?  What is a strong brand? A strong brand is one that is able to convey everything about its business, its values, mission and vision. It is more than having just a brand logo and a brand tagline. The power of branding is when you are able to take your brand to a level that anyone can easily identify it. That’s when your marketing and advertising campaigns have succeeded. This is one of the benefits of a strong brand.”

“If Shakespeare were writing today, he probably would leave out the lines:What’s in a name? That which we call a rose, by any other name would smell as sweet. Why? Because studies have shown that, in all probability, sticking that rose in a Coca-Cola can or a McDonald’s wrapper would really make people perceive it as smelling that much sweeter. A brand is more than a name — it is the sum total of a consumer’s experiences with a recognizable product— and it is powerful. It is also frustratingly hard for investors to give a value to.” Investopedia

“Brand is the sum of many parts. Brands have strategic power that a fully articulated brand platform holds when deployed across all areas of the business. Like people, brands have two sides: the rational and the emotional. Both sides need to be clearly defined and deployed for a brand to unlock its full potential. Think of a brand like a person living with purpose, adding value to people’s lives and operating with a set of guiding principles. Start with being clear why your brand exists and what it’s trying to accomplish and then think about how it should behave to ensure it’s relevant and memorable. The rational side is built on the passion to solve a problem or meet an unmet or unrealized need, and this informs and fuels the brand’s purpose or reason for being. Just like a person who operates with integrity, a brand should have a clearly defined set of principles or values that guide how it behaves. The principles form the rational building blocks for the brand, and combined with a clear mission (what you intend to do to achieve your purpose) and a clear strategy (the immediate actions you will take to deliver on your mission) a working platform is formed to guide the brand’s actions so they are relevant, coordinated and consistent.”

“The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For  example, a poor press review for a new product might harm the product manufacturer’s overall brand by placing negative associations in people’s minds.”

“The best brand stewards understand that they aren’t responsible for protecting mere words, symbols, and sounds. They’re responsible for delivering on the fundamental promise of any brand—that each customer’s experience will meet or exceed the last.WHILE YOU’RE HERE Brands are not, therefore, static creatures.  They rise and fall on the collective experience of their consumers.  And while nostalgia may insulate some brands from their missteps, change is a constant that all brands must weather through innovation and evolution. So what is the power of brand?  It is the power to be uniquely understood, appreciated, and valued by consumers in a world of ever-expanding choice.  And that is a power far beyond mere words.”

“People are constantly forming perceptions.  But we don’t have to leave the process to chance.  Every day, we have opportunities to shape other’s perceptions.  That is what brand building is about:  the deliberate and skillful application of effort to create a desired perception in the mind of another person.”

“Establishing a strong brand name and reputation are among the first communication objectives for most companies. Developing and maintaining a particular brand identity helps make it clear to target customers what your company is about and how your products and services benefit them.”

“Taking care of your brand and its message at some points comes before the product at hand. You have to view your product within the market and then really develop the story behind it. People are exposed to so many messages today that you have to make sure you’re saying something that is not being said, or is not being said in the same way. There are brand guidelines but anyone in the business knows that there needs to be a certain amount of fluidity. A brand and a campaign need to evolve, things can’t go with the book sometimes. You do need to be consistent though. Consistency and flexibility need to be in balance. Adjusting your message to what the people want is also key; yet once your message is out there you need to be able to deal with the response, and keep it going.”

“Everything you do is branding. For starters, realize that your brand is far more than your logo. Says Weber: A brand is a “collection of associations in the mind, both conscious and unconscious.” The conscious associations may include your product or service; its features, price and name; your ads and marketing. The unconscious side is the underlying feeling connected to your brand. This feeling is built over time by every interaction people have with your brand — where they see it, whom they see it with, its colors and the emotions that the name inspires. This means that every part of your business that a consumer is exposed to — from how your products are distributed, to your company’s culture and people — will influence a consumer’s gut feeling toward your brand.”


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