Why is branding so important?

A strong brand plays an important role in defining how companies, products or services are perceived by the general public. To illustrate this, go ahead and take the following test – it’s simple:

• Are you a Dunkin Donuts coffee drinker or do you prefer Starbucks?
• What’s the first word you think of when you hear Volvo?
• What is the corporate color of UPS?
• What is Nike’s tagline?
• Would your twenty-something daughter think an iPod or an MP3 player is cooler?

While these products and services operate in different industries they all share one thing in common. They have established strong brands.

A great brand should make a personal connection in the hearts and minds of its customers and other key audiences through their experience with the brand, at every point of contact. This last point is important. If the essence of your brand is about fun family entertainment like Disney this should be integrated into all business practices from personal interactions, corporate culture, corporate offices, communication material to products and services, and even business decisions. Remember Johnson & Johnson’s costly decision to institute a national recall of Tylenol although only the Chicago market appeared to be affected by the tampering? The company knew its customer loyalty was built on trusting the brand. It was absolutely the right decision long term for the brand although undoubtedly expensive in the short term.

What does your brand stand for? Whether you need help developing a brand strategy, identity or managing your brand experience, call North Star at 401-294-0133.