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Prioritizing the Goals of Your Business's Brand

Your business's brand to-do list of goals must prioritize those brand goals. Determine the priority order of the following brand functions when it comes to what you want to achieve through branding:

  • Build awareness. Awareness leads to marketplace dominance and makes selling easier. After you build awareness for your brand, that awareness acts like a proxy for your business. When you can’t be somewhere in person, your brand goes for you, getting you noticed and conveying your core message and business promise on your behalf.

  • Create an emotional connection. If your customers select your offering based largely on how they feel about owning your product or associating with your business, then creating an emotional connection needs to be an important part of your branding strategy.

  • Differentiate your product. When customers understand why your offering is different and better than all competing products, they have a clear reason to buy from you, and you have a secure market position.

  • Create credibility and trust. In any branding strategy, you absolutely must plan to establish or enhance credibility and trust. Brands, essentially, are reputations that result from promises made and consistently kept. If your brand fails to win on these two counts — if it fails to appear credible or trustworthy — it fails altogether.

  • Motivate purchasing. Brands are like great advance teams in that they establish interest, appeal, confidence, preference, and purchase motivation in a customer’s mind before your product ever enters the arena.

Faced with a selection, you and nearly everyone else opt for the safe choice. And the safe choice is the one you’ve heard of (awareness), the one that makes you feel good (emotional connection), the one with uniquely positive attributes (distinction), and the one you can rely on (credibility and trust).

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