The Marketing Agency Talk

Someone recently told me: “I think branding is positioning your product in the mind of the prospect such that they identify your product with meeting a certain need or want.”

Quite apt, unlike one school of thoughts that believe that branding is merely “an identifying symbol, words, or mark that distinguishes a product or company from its competitors.” That too simplistic to me. A brand is an intangible asset or liability that lies in the mind of the consumers. Whether it’s an asset or liability will depend on a collection of feeling, perception, judgment, experience, preference of the consumers. It is entirely up to the marketer how he can help to shape and form the desired mental images in the consumers’ mind. He has to look into product development, customer services offering, infrastructure supports, marketing appeals and many other facets to ensure both internal (staff) and external consumers see the brand the same way.

However, most marketers have a fuzzy image of their own brands. That’s when an experienced Branding Agency can help. They will ask you lots of thought provoking questions that made you think and probe deeply of your brand values, marketing campaign, customers’ perception, customers’ satisfaction level, etc. If you are unsure of your brand values, or new in business thus need some assurance that you are on the right track, I suggest you do a brand strength test where there are 12 questions to measure your brand competence. Just click on the link above and look out for the bold white text that says “Click here to take the test now”.

Your brand has to be an asset and not a liability. Just remember that the Coca Col’s brand is worth many, many times more than the company itself. Everyone wants to be associated with a good name so start thinking more of your brand value if you have not started.

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