Brands personify organizations and their products and services. That is, brands allow non-human entities to take on human qualities such as trustworthiness, authenticity, vitality and reliability.

In this way, brands enable entities to create emotional connections with customers and potential customers, resulting in more frequent usage and greater loyalty.

Brands are also the sources of promises to customers. They promise relevant differentiated benefits. Well thought-out branding increases the likelihood that the attributes chosen are relevant, believable, compelling and are customer benefits that motivate purchase or usage.

There is much opportunity over the competition for those who get their arms around branding , mainly because so many across a wide range of industries choose a reasoning platform vs. an emotional one when connecting with their customers.

As you explore the topic of branding, my hope is that your take-away leads your brand to brand insistence. That is, your brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if your brand is not available. The brand establishes a consideration set of one, a place where customers move beyond being aware of your brand, preferring your brand, purchasing your brand, and being loyal to your brand...they insist on your brand!