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Why do we need branding

Lesson 2 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Why do we need branding

Lesson 2 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

2. Why do we need branding

Lesson Info

Why do we need branding

why do we need branding in this lesson, you guys learned how branding can make you the number one choice for your customers. Branding at its finest is meant to turn chaos into order and complexity into simplicity. I always say that branding is so simple and that's what makes it so complex. Developing a solid brand make selling easier without branding, you are constantly trying to make a case as to why someone should buy from you each time they encounter your product or service. A solid brand strategy is a creative shortcut that communicates superiority to the customer. Put simply you need a brand so that you can stand out and standing out well of course then create more profit. We need branding because we live in an over communicated society. There are millions of brands alone in the USA I've seen numbers ranging from 27 million to million different businesses. We are bombarded daily by thousands of messages and adds. It is estimated that we see roughly 5000 ads each day. Now, I'm not...

sure exactly how accurate or true this is but we all experience a lot of ads in just a single day throwing another logo without a powerful strategy into the marketplace, will not do your business any favors and a logo alone cannot differentiate your brand from the others. There are so many advertisements thrown in our faces daily and the apps, we use our favorite websites, newspapers flyers, bulletin boards piled with ads and business cards. It can become overwhelming. Our defense is a simple mind. The only defense our brain has against its oversaturation and constant stimulation is to simplify and categorize our brains go into sensory overload, which is defined by Wikipedia as occurring when one or more of the body senses experiences over stimulation from the environment. There are many environmental elements that impact on an individual. Examples of these elements are urbanization, crowding noise, mass media technology and the explosive growth of information psychologist Barry Schwartz wrote a book called The Paradox of Choice, where he makes an observation about free choice and argues that eliminating consumer choices can greatly reduce anxiety for shoppers, customers will end up choosing and paying more for products they have heard of big brands are recognizable and give the consumer an easy and simple choice. The well branded product or service will not get lost in a sea of similar products because they will have differentiated themselves in the customer's mind with a simple message. So our approach is to oversimplify the message to get through to the customer. Less is more. We create a simple and direct message through a brand strategy and design that will outlast the noise. Don't be afraid to over simplify your message. Even if your product or service is complex. The customers don't know how the Apple computer works internally, but we don't need to know, customers just need to know why they should buy it from you. When steve jobs released, the computer lisa he did so with a nine page ad in the new york times. This ad was filled with the computers technical features. Most people were left confused when reading about the computer because they didn't understand or care about all the technical talk. The computer bombed after steve jobs left Pixar, He came back and launched an apple campaign which went from nine pages to just two words. Think different, think different is simple and that is why it works. That is why we're all familiar with the campaign today. Every successful brand cuts through the noise and their message. In order to allow customers to hand over our money with these essentially branding communicates your difference and allows you to be the most viable choice for your customer. Besides making you the number one choice for your customer branding will help manage the perception your customers have about you, help you build equity, brand awareness and loyalty. Brandon will create emotional attachment and trust and Brandon will highlight your unique attributes.

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

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