Branding concepts have come to evolve through time. What used to be a label, a logo, a certain kind of packaging, a way of doing business, has now been replaced by a much more intangible perception. Now, when you build a brand, you are no longer speaking in terms of visual image that you or your business project. While it is desirable to be uniquely identified against your competitors, this does not mean that you have a strong brand.Branding is no longer about the Tangibles
Now, profitable branding goes beyond the business image you are projecting in the market. It is no longer a perception of wanting and desiring, over similar or competing products and services. It is no longer price driven, where price is equated with quality or sales turnover. It is no longer about having a catchy jingle, beautifully designed logo and packaging, or having an effective ad campaign. These things could be part and parcels of an effective branding promotion but they do not in any way capture what a profitable branding really is.Profitable branding is value driven
It is first and foremost giving not what the customers need or require but what they truly deserve. It is about satisfying your customers’ expectations. When you sell real value in the viewpoint of your customers instead of the actual product or service, you satisfy them. So, regardless how you package your products, how fast you can deliver, and how cheaper or more expensive you are against your competitors, yet you failed to meet their expectations then your branding effort is an epic failure; because profitable branding delivers ONLY value that meet customers’ expectations.WHAT'S NEXT? Get your updates by emailor via RSS.Follow us on Twitteror like us on Facebook. Visit ourFREE Business Resourcespage.
About the Author
Nor Franco is the Managing Director and Virtual CEO of nextManager.net. He's a former corporate executive whose passion is bringing out the full potential of HR in Businesses. This time that passion is pursued through Virtual Management. He writes and blogs about his management views and insights here. Follow him on Twitter.
