Establishing Brand Identity

Consumers look for particular brands which they identify with. This presents a great challenge to the marketing department of the company as it has to keep track of the constant changes and needs of the consumers. The products or services provided should thus be in the proximity of the consumers by providing them with functional benefits and emotional benefits. These benefits enable them to bond with the brand because emotions guide people while making purchases.

A consumer asks various questions about the brand like; how useful is the purchase? How emotionally gratified am I about the purchase? How satisfied am I about the purchase?

Therefore brands have to make emotional connection with the consumer. The key values of the brand bring out the emotion and brand experience of the customer. Thus it is important for the company to always align a competitive advantage to its brand.

The company therefore should have a strategic focus on how to meet the promises made to the customers. These may include; Local manufacturing capability, having more branch networks, ubiquitous availability through a retail distribution channel and global alliance to world class fit, feel and finish.

It is also very vital to have a top notch management infrastructure to manage the brand. In order to build a global brand the company should have a global perspective. This presents its own challenges and the need to have the best management and most efficient infrastructure.

Having process support is also very significant in establishing brand identity. The process should engage all functions of the organization and have extensive market research to understand the needs of the consumers in a better way.

Another feature which is usually underestimated is the need for internal communication. Internal communication is very essential because it helps to pass on brand guidelines to all the employees.

With these strategies in place a company can easily establish brand identity.