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.
The article clearly states what a good brand could do for a business in that it can:
Deliver the message clearly
Confirm your credibility
Connect your target prospects emotionally
Motivate the buyer
Concretes User Loyalty
I agree with the fact that these are important because at the end of the day a company is selling themselves through their brand. They can have the most amazing image/symbol the best sayings but these images or saying are worthless if they don’t connect with the consumer. Although the image is important it’s the provocation created by the image that will test if the brand itself is working. It will be working when the above points are met. Laura makes a point in saying that it’s key to invest in research and defining the brand, this is because the images (logo) and sayings are what consumers will see and create associations with.
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