(February 3, 2008) We noticed a list of 10 Branding Trends for 2009 in the Bugler today. This is an annual look at trends from SALT, an integrated brand consultancy that helps leading Fortune 500 and start-up companies achieve their business objectives.
1. Branding in a recession
2. Befriending a brand
3. Naming by numbers
4. The best defense is a strong offense
5. Inspired in America
6. We know where you are
7. Intelligent design
8. Be careful what you ask for
9. Show them you care
10. The perfect match
We love a list, and a top ten even more but we also like to take a look a the underpinnings.
With this in mind we checked in with Laura Lake, the marketing maven over at About.com.
What is Branding and How Important is it to Your Marketing Strategy?
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
About SALT Branding the essential ingredient for Branding Leaders SALT Branding is an integrated brand consultancy that helps leading Fortune 500 and start-up companies achieve their business objectives. SALT is a senior team of creative strategists and strategic creatives that combine left-brain logic with right-brain creativity to create, manage and grow leading brands that drive business results.
Rick Herrick
415.616.1504
rick @ saltbranding.com
saltbranding.com
About Laura Lake, About.com Laura Lake has over nine years of online and off-line marketing experience. Marketing is not her job or career, it's her passion. As an outsourced marketing consultant she has helped companies in the development of their marketing plans, brand identity, public relations, internet marketing, and more.