In last week's introduction to small business branding, we talked about the six criteria on which the strength of a brand can be measured; recognition, consistency, emotion, uniqueness, adaptability, and management.
This article talks about the importance of creating a brand identity and maintaining it. I agree that a business should establish a strong identity in order to be recognised and trusted by consumers, as mentioned in the article differentiation in logo is a good way to being noticed by consumers but it is as important to keep the logo consistent in order to be remembered by consumers.
Also the article talks about legitimacy through maintaining consistent brand identity, a good example could be McDonalds, Burger King; they are run over many countries and consumer knows what to expect wherever they go due to their strong brand identity.
The article constantly refers to the ‘consistency of a brand identity’ because consumers tend to build relationship with a brand not instantly but over time and I strongly agree because no matter how well a business has been if not maintained it is unlikely to appeal to the future customers.
This article emphasises on the importance of the consumer engagement, because for a successful business positive long-term interaction between the business and its customers is crucial.
As mentioned in the article customer’s feedback of the business through social media such as Facebook and Twitter have enough power to toll on their reputation or act as a benefit to the business. Therefore a company should act to manage their brand reputation and also to develop positive relationships with their customers through consumer engagement in all possible channels of communication in order for them to survive in today’s market.
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