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Brand Building – the business benefits

Creating and maintaining a brand as a business asset is a long-term commitment. It requires a clear vision of future positioning for the brand or how you want to be perceived in your customer’s mind.

(For an example of long-term brand development of 25 of the world’s most well-known and successful companies, see:

Building a brand is not for the faint of heart. Sometimes a brand gets attention but is remembered for the wrong reasons. Others simply never take off. Customers are increasingly skilled at screening out the ‘sea-of-sameness’, electing to only engage with the messages they find truly enticing.

Today you have two kinds of customers, those of your products and those of your employment opportunities. Both are equally discerning in their ability to see through a product or employer brand and equally fastidious in selecting the right one for their personal use or for their career.

The business benefits of building a strong employer and product brand are:

  1. Clear vision.
  2. Credibility.
  3. Loyalty.
  4. Attractiveness.
  5. Engagement.
  6. Relevance.

This will lead to:

  1. Better Pricing.
  2. Greater ability to innovate.
  3. Consistency in business and customer service.
  4. Greater agility in challenging times.

By building a strong brand, you are creating trust in your products and your reputation as an employer. You will strengthen ties of loyalty and channels of engagement across all consumer groups. You will ultimately increase your ability to innovate and to drive market change.






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