Brand Your Business OR Services

Key Benefits of Branding Your Product or Service

If you think of a brand, what comes to mind? Coca Cola, Virgin, Hertz, Orange? It’s easy to think of branding as being for the big boys with big bucks. But that’s not to say that only large corporates can play the branding game. Small companies really should be able to build strong brands too. They have every reason to be close to their market, to understand it well and to build the relationship that’s at the heart of every brand. But all too often, smaller businesses fail to take advantage of the opportunities that branding offers because of preconceptions about what branding really is. 

Brands are so numerous and common-place today that we are inclined to take their significance for granted. Branding refers to the use of a name, a term, a symbol or a design to identify goods or services of a seller and to distinguish them from those of other sellers. A good brand name can make a big difference in your success. Your brand name may be the single most important decision you can make about your company, product or service name. Branding is advantageous because it ...

  • Creates an Image or Personality. A brand name can project an expectation of its performance and an emotion or feeling about it. Customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers. If your business sells products that are often bought on impulse, a customer recognising your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business. 
  • May Help Segment Markets. Virtually identical products could be sold in different distribution channels under different brand names and positioning. A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value. It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality. If you can create effective branding, then over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time..
  • Makes Purchasing Easier. After making a satisfactory brand decision for the first time, customers are likely to make repeat purchases without major reconsideration. Therefore, a good brand speeds up shopping. A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.
  • May Develop a Customer Franchise. Achieving brand loyalty among your customers will protect you from competition and give you greater control over your marketing mix. If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.

Brand name selection is still an art, but there are a number of general rules that should be observed. Your brand should help communicate something important about your product or service – like its core concept or reason for being. It should be short, memorable, pronounceable and distinguishable from competition. If you are involved in exporting, you need to be concerned with its foreign meaning (many firms have been embarrassed on this one). Once you have a great brand name, branding can make your promotion more effective and efficient. Persistent promotion of your brand can create various levels of Brand Familiarity such as brand recognition, preference, insistence or advocacy.

Brand Recognition is when target customers remember having seen or heard of the brand. This is critically important, basic prospect education for new companies, products or services.

Brand Preference is when target customers will choose the brand out of habit or past experience. If your customers are satisfied with the products or services, they will buy your brand again if available.

Brand Insistence is when target customers insist upon a product and would be willing to search extensively for it. Your customer is so satisfied that your competitors don't have a chance to take the business away from you (competitive insulation).

Brand Advocacy is when the satisfied customer tells everyone whom they know how great your product or service is. They become your best salesperson.

Should you Brand Your Product or Service? Yes! Are your products or services properly Branded!!!

Customer Service - Client Service

Managing online business requires different skills and abilities than managing a business in the ‘real world.’ Customers can easily detect the size and determine the prestige of a business when they have the ability to walk in and take a look around. Not only do ‘real-world’ furnishings and location tell the customer what level of professionalism to expect, but "real world" personal encounters allow first impressions to be determined by how the business approaches its customer service. When a customer walks into a retail business just about anywhere in the world, that customer expects prompt and personal service, especially with regards to questions that they may have about products they wish to purchase.

Customer service or the client service is the service provided to the customer for his satisfaction during and after the purchase. It is necessary to every business organization to understand the customer needs for value added service. So customer data collection is essential. For this, a good customer service is important. The easiest way to lose a client is because of the poor customer service. The importance of customer service changes by product, industry and customer. Client service is an important part of every business organization. Each organization is different in its attitude towards customer service. Customer service requires a superior quality service through a careful design and execution of a series of activities which include people, technology and processes. Good customer service starts with the design and communication between the company and the staff.

In some ways, the lack of a physical business location allows the online business some leeway that their ‘real world’ counterparts do not enjoy. Location is not important, furnishings are not an issue, and most of the visual first impression is made through the professional design of the business website.

However, one thing still remains true. Customers will make their first impressions on the customer service they encounter. Unfortunately, in online business there is no opportunity for front- line staff to make a good impression. Every interaction the customer has with the website will be their primary means of making their first impression towards the business and its client service. Good customer service in any online business is a direct result of good website design and planning.

Online Discount Coupons

Online discount coupons enable access to great offers from some of the world’s best sites for Internet shopping. The online coupons are designed to allow compulsive online shoppers to access massive discounts on a variety of products. The regular shopper accesses the coupons in bulk and avails of great festive offers and freebies thrown in from time to time. The coupon code option is most commonly used when using a shopping cart. The coupon code is entered on the order page just before checking out. Every online shopping resource has a discount coupon submission option to confirm the coupon code. The dedicated web sites allow the shopper to check whether or not a discount is still applicable. If it is, the sites also enable the shopper to calculate the total cost after deducting the coupon amount like in the case of grocery coupons. Online discount coupons are very convenient to use. They offer great deals and professionally negotiated rates if bought from special online coupon outlets. With a little research and at times, insider knowledge the online discount coupons are a real steal. They are designed to promote products by offering ‘real value for money’ packages. The coupons are legitimate and help with budgeting, in the case of a compulsive shopper. They are available for special trade show promotions, nightlife, sporting events and dinner shows and just about anything that could be associated with the promotion of a product. The coupons enable the online shopper to optimize net access more effectively. Getting a ‘big deal’ is not more utopian amidst rising prices. The online coupons offer internet access to the best and cheapest products displayed online. Big discounts are only a code away! By Gaynor Borade (