Brand management is one the first critical aspects before heading into a marketing plan. Its generates a goal to success but before you even start a small business you have to develop your brands reputation / equity. As the articles says you need to put a lot of clarity into your brand and there are three steps in doing this : 1) Make an inventory of skills 2) What are your customers' needs? 3) Focus on what differentiates. Following these steps are just the beginning of making your brand stand out further then other brands Making your brand have a clear and descriptive message in what your trying to succeed or what the brand is about will hep consumers understand where you are coming from and engage them further as well. This will definitely give a great start to your brand equity and get you on the way to success for your business.
Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.
In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.
This article shows that brand value is a crucial aspect that engages consumers to your company. With Fed Ex listing off 30 bad things in which people don't want to happen when sending a package gives a clear understanding that Fed Ex offers a better value for just a little bit more money. This clearly trying to lower the risks and fears people come to when trying to send a package somewhere. With Fed Ex using this punch of a line : "When packages do arrive on time, the world works just fine" - engages customer to trust what Fed Ex is offering. This adds a lot of value to Fed Ex - the paclkage could be free but have a bad value to it but with a price and with a great value is a lot better as a whole as it results in customer satisfaction and trustworthiness. This article just shows that value to a brand is crucial for a consumer and engages the consumers that will want to send packages and greats great opportunities for those companies that have a great value.
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