`

brand activation

> articles

Branding vs. Value

 
 
Both branding and value play a vital role in helping your company advance in the marketplace. Brand management teams work hard to develop the brand while the sales team promotes brand value. The business’s choice of media channels to establish branding and value may help or hurt your percentage of market share.
 

Branding

 
Branding defines your company and its products or services. After identifying the target audience for the business, it is time to develop a communication campaign that caters to the desires of that audience. This includes the manner in which you present the company’s products to the public, such as packaging for manufacturing businesses and uniforms for companies that provide services. The goal is for the customer to consider your business as the best for their needs.
 

Ways to Promote Branding

 
Branding begins with the business name, so choose one that describes what you do. Design a logo that depicts what your company offers. Put the logo on everything that the customer will see to increase exposure of your company's name. Set up a website with genuinely useful information for your customers. Make a list of ways to promote the business to its target audience, and then develop a campaign to accomplish this goal. If you are unsure of which advertising choices to make, check out what your competition is doing and hire a professional branding agency to manage the process for you.
 

Value

 
While value to an investor is always a Rand amount, value to your customers is quite different. A customer sees value in a product when they believe that it meets their needs for a price they perceive as fair. These two issues must be considered for every product or service on offer.
 

Ways to Promote Brand Values

 
Research colours and patterns your target group prefers, and design your promotional mix accordingly (A business' total marketing communications programme is called the "promotional mix" and comprises a combination of sales promotion, public relations tools, advertising and personal selling).

Show the customer how your product solves their problem or makes their life easier. Promote the business as having the same ethical values as the target audience.

For example, if the target group is married with young children and devoted to a green lifestyle, emphasise your company's use of recycled packaging materials.

The inherent value of your services and products is directly connected to the customer and their values.
 

Shared Values - Building a values-based brand

 
No longer can brands be differentiated on features, benefits or price. Customers have so much choice everything is white noise.

Leading brands are always differentiated by their shared values. No amount of marketing will help to increase your brand’s market share if your brand values are not aligned to the values of your customers. And never try amending brand values to line up with the customers. That’s a recipe for disaster.

Trust is the foundation of a value-based brand. Applicable and important for all forms of relationships, trust is the glue that holds things together and defines the quality of brand reputation. It’s simple - you’re either the real deal or you’re not.

Here are some things that brand owners of values-based brands always do to build trusted relationships with customers:
• place more value on their purpose than their profits
• eliminate a sales first culture
• focus on the things money can’t buy
• live their customers’ beliefs and convictions rather than conform to markets
• listen more and market less
• raise the quality of life for the tribe
 

Values-Based Brand Management: It’s about doing the right thing

 
Values-based brands always “do the right thing”. It’s a basic principle, but one that can and has foiled many brand owners because many do not take the time to find out what the right thing is.

Every brand will undoubtedly face some form of crisis, change or controversy. And it’s in these challenging and testing times, that a brand’s actions must broadcast its values. In a marketplace that is hyper-focused on the next best thing, values-based brands are credible, consistent, disciplined and focused.

The objective of values-based brand management is to do the right thing without agonising over the specific issues. When brand owners know what values their brands stand for, one can see choices more clearly, make decisions more easily, and serve them with more humility.
   
Contact WRAPPA Brand Consultancy today and make your brand work for you!