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Creating a Brand Identity

© 2014 Katherine Williams. All rights reserved.

Chicago, Illinois 60615 (773) 405-5916

Build a Brand Identity to Attract Customers


What is a brand?  In short, a brand is the perception that consumers have of a business.  It is a business’ reputation.  It encompasses a business’ promise to create a particular kind of experience and uphold its values.


Disney, a family entertainment and media company, is a well-known brand.  It has developed a reputation for providing fun for people of all ages, particularly children.  More important than the products and services that it provides, Disney’s brand is about bringing fantasies to life and making dreams come true.


While your business may not need brand management on the scale of Disney’s, you can actively shape the way customers and potential customers view your business. Building a brand identity will help you establish your business’s position within your market.  It will also help your target market develop a visual and emotional connection to your business.

 

Reputations are developed whether we seek them out or not. So it is best that we work to create the brand identity that will help us attract our target markets and increase our profit margins.


When developing a brand strategy, ask yourself the following questions:



One of the most important factors for building a brand identity is to provide consumers with first-rate products/services and outstanding customer service.  Providing an entertainment experience that consumers enjoy and value has helped Disney build an internationally known brand.  


Links to more information about building a brand identity:


About.com, Developing your Brand Strategy, http://marketing.about.com/od/brandstrategy/tp/brandstrategydev.htm


Wikipedia, Brand, http://en.wikipedia.org/wiki/Brand


Virtual Advisor, Inc., Building your Brand, http://www.va-interactive.com/inbusiness/editorial/sales/ibt/branding.html



Copyright © 2009 Katherine Williams. All rights reserved.